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Choosing a Strategy by Russian Enterprises at the Stage of the Economic Downturn

Authors:

Tamara I. NIKOLAEVA Dr. Sc. (Econ.), Professor of Trade Policy Dept.

Tatyana I. URYASIEVA Cand. Sc. (Econ.), Associate Professor of Trade Policy Dept.

Abstract:

During economic downturns, Russian enterprises face the threat of weakening or losing their market positions. The crucial task of this period is to develop theoretical approaches to choosing a business strategy that will allow the enterprises not only to survive, but also to evolve. The authors analysed the experience of Russian companies and peculiarities of market conditions during the economic downturn. The study allowed determining effective business strategies for governing market situation and managerial decisions related to choosing these strategies, as well as proposing a number of practical recommendations. The central problem in developing and implementing an effective strategy is the lack of marketing information about market conditions and changes in motives of target customers concerning purchase of products. The findings of the study can be used to develop enterprises’ business plans and competitive strategies, and create the prerequisites necessary for further theoretical research in this area.

Keywords:

MARKET GOVERNANCE, ECONOMIC RECESSION, MACROECONOMIC FACTORS, COMPETITIVE ADVANTAGE, ANTI-CRISIS STRATEGY, MARKETING INFORMATION, BUSINESS PLAN

Tamara I. Nikolaeva, Tatyana I. Uryasieva. Choosing a Strategy by Russian Enterprises at the Stage of the Economic Downturn. Upravlenets – The Manager, 2016, no. 6(64), pp. 56–61.