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Approaches to Marketing Strategies Adaptation by International Pharmaceutical Companies Operating in the Russian Market by the Example of Bayer and Sanofi

Student: Dmitry Svitenko

Supervisor: Sergey P. Kazakov

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2019

Marketing is a crucial part of modern business, that deals with different aspects of market environment from the global and regional macro factors to local specifics of consumers’ consumption behavior and peculiarities. The dilemma of different approaches to incorporation of marketing strategies overseas has created a demand for the research papers on this topic. Most scholars study theoretical peculiarities of standardization, adaptation or mixed approaches, while academic community lacks practical exploration. In this work we analyzed to what degree international pharmaceutical companies’ tend to standardize or adapt their marketing mix elements in the Russian market. Keywords: Marketing, Marketing Strategies, Pharma, Marketing of Pharmaceuticals

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