Recent
drastic changes in ruble exchange rates have had a major impact on
short-term survival and long-term strategies in the world of Russian
business. There are different marketing strategies of "survival," for
example, someone may temporarily waive margin and marketing expenses to
preserve or increase market share. But in the last few weeks, the
exchange rates reached the level that even the rejection of profit does
not compensate for a premium for imported goods and components.
Localization, local content and local assembly are important to improve
the situation, especially considering the limited diversification of the
Russian economy, the continuous growth of imports of manufactured and
innovative industrial goods, and limited domestic development. Local
assembly and production, however, only partly protect against currency
fluctuations.
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