Specific Features of the Relationships in Russian Agribusiness Caused by Food Embargo
The purpose of this paper is to describe how the food embargo influenced changes in the relationships among Russian agricultural companies. To achieve the objectives the qualitative research – focus group was conducted. The participants were selected from the companies of Russian agro-industrial complex, who at the time of the study held the position the position of senior or middle management personnel in the companies operating in Russia. The research identified that there are desires for long-term partnerships, priority of such characteristics as reliability and confidence in the company and its reputation among Russian agribusiness. That illustrates that the companies of the Russian agroindustrial complex are oriented to use the relational approach. The research identified that among agricultural companies in Russia the relevance of the Relationship marketing approach is increasing.