The Impact of Food Embargo on Firm’s Brand Strategy: Evidence from the Russian Food Producers
(A2020-64571)

AUTHORS

Vera Rebiazina, National Research University Higher School of Economics; Alexander Krasnikov, Loyola University Chicago; Olga Kusraeva, NRU HSE

KEYWORDS

food embargo; brand strategy; emerging markets

ABSTRACT

In the current economic environment characterized by subdued potential growth and anti-globalization rhetoric, the risk of protectionism, trade barriers, and food embargo has risen. The emerging markets experience raise of nationalism which is reflected in increasing preference for domestic brands and negative perceptions of global brands (Lindner, 2016). Protectionist policies have been implemented by many countries despite the fact that most observers agree that the world economy generally benefits from free trade (Baggs, Brander, 2006). Obviously, such actions have impact on marketing and branding strategies of firms hosted in emerging markets (Reagan, 2018). However, the mechanisms underlying such impact are not well understood. We attempt to answer these questions in two studies based on both subjective and secondary data collected about food brands sold in an emerging economy (Russia) and which are (un)affected by trade protectionism. Consequently, we will assess changes in branding activities inspired by the protectionist actions.

REFERENCES

The publication was prepared within the framework of the Academic Fund Program at the National Research University Higher School of Economics (HSE) in 2019-2020 and by the Russian Academic Excellence Project