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Regular version of the site

Book chapter

Marketing in an emerging economy: The Russian e-commerce market

P. 241-264.
Давий А. О., Rebiazina V. A., Смирнова М. М.

The chapter addresses the issue of studying marketing practices in the context of emerging markets on example of Russian e-commerce market. While focusing at specific sector of economy we demonstrate the trends and tendencies which can exemplify the changes in the current stage of Russian economy. Two foci are made in this investigation: firstly, adjustments of firms’ behavior in the context of institutional and economic changes, and secondly the choices the firms make between being technology and market oriented, following the market or making attempts to win through technology leadership. These choices are characterized by marketing priorities, tools and practices used by the firms and reflecting their strategies on fitting to dynamic and heterogenous market landscape. 

In book

Edward Elgar Publishing Ltd., 2017.