The Response of the 'New Consumer' to Promotion in the Transition Economies of the Former Soviet Bloc

Keywords

transition economies, consumer behavior, market uncertainty

Abstract

Before the collapse of communism, promotion in the former Soviet Bloc functioned more as either propaganda or generic information rather than what marketers would call marketing. Today’s “new consumer” in these transition economies, however, is being forced to integrate Western-style promotion with traditional suspicion of marketing, all in systems that have transitioned more in some countries of the region than others. What does this mean for the multinational marketer? What old and new characteristics of the consumers in that region will force marketers to adapt their approach to promotion? Through research propositions this conceptual paper explores major themes of consumer behavior specific to the transitioning economies of the area, proposing, rather than answering, the right questions marketers need to ask about new target markets. For managers, the article offers implications and recommendations derived from these questions.

Original Publication Citation

Money, R. Bruce and Deborah Colton (2000), “The Response of the ‘New Consumer’ to Promotion in the Transition Economies of the Former Soviet Bloc,” Journal of World Business, 35 (Summer), 189-205.

Document Type

Peer-Reviewed Article

Publication Date

2000

Publisher

Journal of World Business

Language

English

College

Marriott School of Business

Department

Marketing

University Standing at Time of Publication

Full Professor

Link to Full Text

Share

COinS