Institutional Constraints of the Multinational Sales Activities in the Russian Market (the Case of the FMCG companies)

Student: Glaz Ilya

Supervisor: Nataliya Stanislavovna Karpova

Faculty: Faculty of World Economy and International Affairs

Educational Programme: World Economy (Bachelor)

Year of Graduation: 2018

The paper is devoted to the study of institutional restrictions of the promotional policy of international FMCG companies in the Russian market. In the work, the main directions of public policy and the reaction of the main players of the FMCG market to the imposed restrictions are analyzed. In addition, the assessment of the effectiveness of government measures is implemented in terms of achieving the stated goals. In the course of the study, the author elaborated indicators of evaluation of restrictive measures as well as analyzed the effectiveness of these measures. Finally, the author tried to address the question whether the legislative measures could anticipate all possible retaliatory steps of international FMCG companies.

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