AUTHOR
Foudoula, Ljubov

DATE
2000-06-30

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
The thesis aims to investigate a product strategy decisions of the internationally experienced Swedish company in the Russian market. The thesis deals with theoretical data from the previous studies and empirical data collected from the company. Selected literature covers the characteristics of the Russian market and different possible lapproaches of product strategy such as standardisation, adaptation and localisation. Conclusions about the company's product strategy in the Russian market have been made. No general conclusions have been drawn due to the limited sample size, but certain factors have been discovered that can build a foundation for further studies. Finally, empirical findigs show that Localisation/adaptation of the company's product strategy to local conditions of a particular foreign market are important influences in business practices in the Russian market.

ISSN 1404-5508 / ISRN LTU-SHU-EX--00/101--SE / NR 2000:101