mgimobusinessМеждународный бизнесInternational Business2949-639XФонд поддержки образовательных инициатив «Новый взгляд»mgimobusiness-79Research ArticleСтатьиРасширение рынка в Евразии: раскрытие потенциала через понимание культурыMarket expansion in Eurasia: unlocking potential through cultural understandingШнидерФ.SchnyderF.

Фабиан Шнидер - основатель компании EuraNova Ventures, студент магистратуры

119454, г. Москва, пр. Вернадского, 76

Fabian Schnyder - Founder, EuraNova Ventures, Postgraduate Student, MGIMO University

76 Vernadsky Prospect, Moscow, 119454

shnider_f@my.mgimo.ruEuraNova Ventures; МГИМО МИД РоссииШвейцарияEuraNova Ventures; MGIMO UniversitySwitzerland20240809202402 (8)5562Copyright © Шнидер Ф., 20242024Шнидер Ф.Schnyder F.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://ibj.mgimo.ru/jour/article/view/79

В данной статье анализируются перспективы рыночной экспансии в Евразийском регионе, с особым акцентом на такие страны, как Россия, Казахстан и Узбекистан. Подчеркивается важность понимания региональной культуры и особенностей потребительского поведения, которые выступают в качестве критически важных факторов для успешного выхода на рынок и обеспечения устойчивого долгосрочного роста. С учетом того, что на территории Евразии проживает около 70% мирового населения, регион обладает значительным экономическим потенциалом. В статье отмечается культурное разнообразие данного региона, а также влияние таких факторов, как язык, религия и местные обычаи, на формирование потребительских предпочтений и восприятие бренда. Кроме того, анализируются стратегические подходы для компаний, стремящихся выйти на новые рынки, подчеркивается необходимость тщательного анализа рынка, культурной адаптации и сотрудничества с местными партнерами. Благодаря глубокому изучению данных аспектов в статье предлагается практическое руководство для компаний, стремящихся установить или расширить свое влияние в Евразийском регионе, что способствует принятию более обоснованных и эффективных бизнес-решений.

This article explores the prospects for market expansion in Eurasia, focusing specifically on Russia, Kazakhstan, and Uzbekistan. The study highlights the importance of understanding regional cultural nuances and consumer behaviours as key factors for successful market entry and long-term growth. As Eurasia contains a significant portion of the world’s population, estimated at around 70%, the region holds substantial economic potential. The article investigates the diverse cultural landscape, addressing the role of language, religion, and local customs in shaping consumer preferences and brand acceptance. It also discusses strategic approaches for businesses seeking to navigate these complex markets, emphasizing the necessity of thorough market analysis and cultural adaptability, as well the cooperation with local partners. By providing a detailed exploration of these elements, the article offers practical guidance for companies aiming to establish or expand their presence in Eurasia, ultimately contributing to more informed and effective business decisions in the region.

Евразиямаркетинговые исследованиярасширение рынкастратегический менеджментпонимание культурывыход на рынокРоссияКазахстанУзбекистанповедение потребителейEurasiaMarket ResearchMarket ExpansionStrategic ManagementCultural UnderstandingMarket EntryRussiaKazakstanUzbekistanConsumer BehaviourReferencesAustrian Academy of Sciences. Eurasia’s Past and Present. URL: https://www.oeaw.ac.at/en/news/eurasias-past-and-present (дата обращения: 05.08.2024).Austrian Academy of Sciences. Eurasia’s Past and Present. Available at: https://www.oeaw.ac.at/en/news/eurasias-past-and-present (accessed 5 August 2024).The World Bank. GDP Data. URL: https://datahelpdesk.worldbank.org/knowledgebase/articles/906522-data-updates-and-errata (дата обращения: 04.08.2024).The World Bank. GDP Data. Available at: https://datahelpdesk.worldbank.org/knowledgebase/articles/906522-data-updates-and-errata (accessed 4 August 2024).The Association of Religion Data Achieves. National/ Regional Profiles. URL: https://www.thearda.com/world-religion/nationalprofiles?REGION=0&u=120c&u=186c (дата обращения: 03.08.2024).The Association of Religion Data Achieves. National/ Regional Profiles. Available at: https://www.thearda.com/world-religion/nationalprofiles?REGION=0&u=120c&u=186c (accessed 3 August 2024).The European Union. Easy to Read - the European Union. URL: https://european-union.europa.eu/easy-read_en (дата обращения: 03.08.2024).The European Union. Easy to Read - the European Union. Available at: https://european-union.europa.eu/easy-read_en (accessed 3 August 2024).Eurasian Economic Union. Members of Eurasian Economic Union. URL: http://www.eaeunion.org/?lang=en#about-countries (дата обращения: 04.08.2024).Eurasian Economic Union. Members of Eurasian Economic Union. Available at: http://www.eaeunion.org/?lang=en#about-countries (accessed 4 August 2024).The Shanghai Cooperation Organisation. SCO Secretary-General Zhang Ming Takes Part in Inauguration of the President of the Islamic Republic of Iran. URL: https://eng.sectsco.org/ (дата обращения: 04.08.2024).The Shanghai Cooperation Organisation. SCO Secretary-General Zhang Ming Takes Part in Inauguration of the President of the Islamic Republic of Iran. Available at: https://eng.sectsco.org/ (accessed 4 August 2024).Craig P., De Búrca G. EU Law: Text, Cases, and Materials. Oxford: Oxford University Press. 2015.Craig P., De Búrca G. EU Law: Text, Cases, and Materials, Oxford, Oxford University Press, 2015.Libman A., Vinokurov E. Re-Evaluating Regional Organizations: Behind the Smokescreen of Official Mandates. N.Y.: Springer. 2018.Libman A., Vinokurov E. Re-Evaluating Regional Organizations: Behind the Smokescreen of Official Mandates, N.Y., Springer, 2018.Aris S. Eurasian Regionalism: The Shanghai Cooperation Organisation. L.: Palgrave Macmillan. 2013.Aris S. Eurasian Regionalism: The Shanghai Cooperation Organisation, L., Palgrave Macmillan, 2013.Root. F.R. Entry Strategies for International Markets. Lanham: Lexington Books. 1994.Root. F.R. Entry Strategies for International Markets, Lanham, Lexington Books, 1994. 11. Aaker D.A., McLoughlin D. Strategic Market Management: Global Perspectives, Hoboken, John Wiley & Sons, 2010.Aaker D.A., McLoughlin D. Strategic Market Management: Global Perspectives. Hoboken: John Wiley & Sons. 2010.Grant. R.M. Contemporary Strategy Analysis: Text and Cases Edition, Hoboken, John Wiley & Sons, 2016.Grant. R.M. Contemporary Strategy Analysis: Text and Cases Edition. Hoboken: John Wiley & Sons. 2016.Hill. C.W.L. International Business: Competing in the Global Marketplace, N.Y., McGraw-Hill Education, 2014.Hill. C.W.L. International Business: Competing in the Global Marketplace. N.Y.: McGraw-Hill Education. 2014.Czinkota M.R., Ronkainen I.A., Moffett M.H. International Business, San Diego, Dryden Press, 2011.Czinkota M.R., Ronkainen I.A., Moffett M.H. International Business. San Diego: Dryden Press. 2011.Solomon M.R. Consumer Behavior: Buying, Having, and Being, L., Pearson, 2018.Solomon M.R. Consumer Behavior: Buying, Having, and Being. L.: Pearson. 2018.Porter M.E. Competitive Strategy: Techniques for Analysing Industries and Competitors, N.Y., Simon & Schuster, 1980.Porter M.E. Competitive Strategy: Techniques for Analysing Industries and Competitors. N.Y.: Simon & Schuster. 1980.Ghemawat P. Redefining Global Strategy: Crossing Borders in a World Where Differences Still Matter, Brighton, Harvard Business Press, 2007.Ghemawat P. Redefining Global Strategy: Crossing Borders in a World Where Differences Still Matter. Brighton: Harvard Business Press. 2007.Peng. M.W. Global Business, Boston, Cengage Learning, 2017.Peng. M.W. Global Business. Boston: Cengage Learning. 2017.Trompenaars F., Hampden-Turner C. Riding the Waves of Culture: Understanding Diversity in Global Business, Paris, Hachette UK, 2012.Trompenaars F., Hampden-Turner C. Riding the Waves of Culture: Understanding Diversity in Global Business. Paris: Hachette UK. 2012.Hofstede G., Hofstede G.J., Minkov M. Cultures and Organisations: Software of the Mind, N.Y., McGraw Hill Professional, 2010.Hofstede G., Hofstede G.J., Minkov M. Cultures and Organisations: Software of the Mind. N.Y.: McGraw Hill Professional. 2010.Schwartz S.H. An Overview of the Schwartz Theory of Basic Values. Online Readings in Psychology and Culture, no. 2(1), pp. 1-20, 2012. DOI:10.9707/2307-0919.1116.Schwartz S.H. An Overview of the Schwartz Theory of Basic Values // Online Readings in Psychology and Culture. No. 2(1). P. 1-20. 2012. DOI:10.9707/2307-0919.1116.Kotler P., Keller K.L. Marketing Management, L., Pearson, 2016.Kotler P., Keller K.L. Marketing Management. L.: Pearson. 2016.Nielsen A. Global Trust in Advertising and Brand Messages, N.Y., The Nielsen Company, 2015.Nielsen A. Global Trust in Advertising and Brand Messages. N.Y.: The Nielsen Company. 2015.Euromonitor International. E-commerce (Goods) in Russia. Available at: https://www.euromonitor.com/mobile-e-commerce-goods-in-russia/report (accessed 6 August 2024).Euromonitor International. E-commerce (Goods) in Russia. URL: https://www.euromonitor.com/mobile-e-commerce-goods-in-russia/report (дата обращения: 06.08.2024).Euromonitor International. E-commerce (Goods) in Russia. URL: https://www.euromonitor.com/mobile-e-commerce-goods-in-russia/report (дата обращения: 06.08.2024).

The authors declare that there are no conflicts of interest present.