EMERGING MARKETS: ENTRY STRATEGIES FOR MNCs TO RUSSIAN MARKET

Russia as the largest country in the world and among BRIC (Brazil, Russia, India and China) emerging markets is in the greatest interest. For Western companies whose market is saturated Russia with its population it has its attractiveness for MNCs. However even it provides foreign MNCs to expand their product and service it has its challenges. Therefore, MNCs when they enter Russian market they should take into consideration as well market challenges. The purpose of this thesis is to specify what are the certain entry mode for MNCs when they enter an emerging market like Russia as well what are the challenges of the Russian market. Empirical data was collected through online and phone call with Italian companies who are already operating in Russian market. Collecting information about their entry modes and challenges that they have faced. This thesis can be useful for the MNCs that entering Russian market. To identify key successful factors of the internationalization in Russia with theoretical background and cases of MNCs operating there.