Back

Having a hard time launching innovations in Russia

Date of publication: September 15, 2010

Catalogue: Congress 2010: The Changing Face Of Market Research

Company: Nielsen

Author: Marcin Penconek

Abstract:

Companies are refocusing on the emerging markets in BRIC countries. With China, India and Brazil, Russia is back on the radar of multinationals. Despite its familiarity, the Russian market offers particular challenges to FMCG manufacturers, particularly when launching new innovations. This paper investigates the various opportunities for, and barriers to, launching innovations in Russia. The author aims to answer the following questions: What is the typical success rate of innovations in Russia? What makes Russia different from the perspective of launching innovations? How does the market environment in Russia influence launch expectations and launch strategies?

Marcin Penconek

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Launching innovations during economic slowdown

Catalogue: Congress 2009: Leading The Way

Authors: Marcin Penconek, Mark Gillespie

Company: Nielsen

September 21, 2009

×

Citation

Penconek and Gillespie (2009a, September 21). Launching innovations during economic slowdown. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/launching-innovations-during-economic-slowdown


Research Papers

Effective media planning in Russia

Catalogue: Seminar 1996: Managing Media Data For Market Profit

Authors: Alexander Kostyuk, Illiya Slutsky, Alexey Krasnov

 

November 11, 1996

×

Citation

Kostyuk, Slutsky and Krasnov (1996a, November 11). Effective media planning in Russia. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/effective-media-planning-in-russia


Research Papers

Advertising in Russia

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe

Author: Michiel Roodnat

 

June 15, 1993

×

Citation

Roodnat, M. (1993a, June 15). Advertising in Russia. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/advertising-in-russia


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
Research and decision Authors: H. S. Rich, J. S. Smith
×

Citation

Penconek, M. (2010a, September 15). Having a hard time launching innovations in Russia. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/advertising-in-russia