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Russian market entry strategies of multinational FMCG companies (taking Campbell Soup Company as an example)

Ekaterina Permiakova Plekhanov Russian Academy of Economics Stremyanny per. 36 117997 Moscow Russia

Telephone: +7 916 1743087 Fax: +7 495 9582832 Email: e.permyakova@gmail.com

Supervisor: Prof. Tatiana A. Voronova, D.Sc. (Economics) Email: tanyv@rambler.ru

17th EDAMBA Summer Academy Soreze, France July 2008

Abstract International corporations began their expansion into Russia in the 1990s and now their amount continues to increase. Multinational FMCG companies consider the Russian market to be of very high potential and prospective for developing their business because of its sheer size, sustained growth rates, brisk sales and rising profits. That is why the problem of developing strategies of entering the Russian market – with its established structure – is urgent for international FMCG companies. The main objective of the research is to make comprehensive analysis of the Campbell Soup Company entry strategy and to define key influential factors and company aims of successful activity. Keywords: international strategies, strategic planning, entry strategies, Russian market of consumer goods

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The following qualitative and quantitative methods will be used during our research: analysis and synthesis; comparative analysis (when two or more objects are studied to determine their similarities and differences), content-analysis, qualitative analysis (focus groups, in-depth interviewing, case study), trend analysis; deductive and inductive reasoning; logical method and causal (cause-and-effect) method; grouping method; historical method; statistical methods etc.

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References
In English

Aaker, D.A. 2004. Strategic Market Management. 7th ed. NY: John Wiley & Sons. Bradley, F. 2004. International Marketing Strategy. 5th ed. Upper Saddle River, NJ: Financial Times/Prentice Hall. Dahringer, L.D., Mühlbacher, H. 1991. International...
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