Perspectives and Challenges of Launching a New Product to the Russian Market by the Example of Sony PlayStation VR

Student: Maslenkov Daniil

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2016

This master thesis examines the challenges and perspectives of launching a new product on the Russian market by the example of Sony PlayStation VR. The new product, which does not have analogues on the mass consumer market, has a lot of problems, starting with the price, ending with the complexity of adopting of consumer with technology innovation. The goal of this work is to develop strategies for overcoming the challenges of launching a new product on the Russian market.

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