Having a Hard Time Launching Innovations in Russia

Marcin Penconek

Companies are refocusing on the emerging markets in BRIC countries. With China, India and Brazil, Russia is back on the radar of multinationals.

Having a Hard Time Launching Innovations in Russia

Marcin Penconek

INTRODUCTION

Along with other BRIC countries, Russia is becoming a key focus of multinationals looking for the global growth of their revenue and profits.

Indeed, Russia with almost 140 million inhabitants spanning over nine time zones, offers a lot of opportunities for FMCG manufacturers. After years of communist regime, Russia transitioned into a market economy in the early 1990s and the Russian market became open for new products. Soon after that the majority of multinational FMCG manufacturers established their businesses in Russia.

It is often believed that Russia is an...

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