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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

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Citation

Penconek, M. (2010a, September 15). Having a hard time launching innovations in Russia. ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/having-a-hard-time-launching-innovations-in-russia