TNCs in Russia: Challenges and Opportunities

Abstract

Abstract The estimates by both Russian and foreign authoritative organizations show the signs of the transition from stagnation to moderate growth, and this process should be accounted for by the largest transnational corporations (TNCs) traditionally active in Russia, such as Coca-Cola, Nestle, Adidas, and others. However, despite the optimistic predictions of many analysts, macroeconomic (and geopolitical) situation in the world remains unstable. Russia is aiming at the trajectory of economic growth in the face of continuing pressure from the macroeconomic, foreign policy, and internal institutional factors. In response to this strain, the government has intensified efforts to implement the strategy of import substitution, which objectively affects the interests of TNCs at the Russian markets. The objective process of import substitution creates both challenges and opportunities for TNCs. Problems are connected with a direct displacement of their traditional products and brands due to both administrative restrictions and a change in consumer attitudes and preferences (“Buy Russian” approach gaining momentum). However, the opportunities lie within the participation in the future satiation of demand and fulfilling the consumer expectations during the upcoming revival of the positive economic dynamics. It can generally be noted that the TNCs should integrate into a specific project of import substitution in the postcrisis environment despite the variety of their corporate policies. This relatively new situation for TNCs in the context of general economic and geopolitical instability requires scenario modeling of the possible strategies of TNCs depending on both the overall macroeconomic and political situation in the country, as well as the internal factors affecting various commodity markets in Russia.

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