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Regular version of the site

Book chapter

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

P. 241-264.
Смирнова М. М., Rebiazina V. A., Daviy A.

Understanding emerging economies is one of the most important issues on the

research agenda in the marketing field. Claims have been made that emerging

economy contexts require revisiting extant marketing theory, paradigms and

practices (Sheth, 2011), marketing tools and research approaches (Burgess and

Steenkamp, 2006). More studies should be conducted in emerging economy

contexts to provide us with insights and to generate a deeper understanding of

what is required for successful marketing outcomes (Pham, 2013).

Since the disintegration of the Soviet Union, the Russian market has gone

through several transition stages in occupying its distinctive place among

other emerging market economies (World Bank, 2014). Despite its status as

an emerging market, Russia has not yet attracted sufficient research interest

to investigate its contemporary marketing characteristics. The extant research

on marketing in Russia is rather fragmented, capturing just some aspects of

marketing development in the post-Soviet transformation process. The limited

research on marketing in Russia outlines a meagre development of marketing

impacted by reinforced business practices and external factors, such as

regional, global or national crises, as well as changes in the institutional environment.

In book

Edward Elgar Publishing, 2017.