Russian Society Today Through The Eyes Of The Exporter

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While to many would-be exporters Russia may in some respects look "Western", this initial impression, is often only surface deep. Very soon the foreign visitor will find that familiar things receive quite different treatment in the East, and he will often be reminded that "this is Russia - this is how we do things here"! Russian national pride, although dented by the collapse of the Soviet regime, is still highly sensitive. While discussing business, or in social circles, try to avoid criticizing any aspect of the country, its government or society, as it almost certainly will give great offence, and usually lead to counter accusation.

Even in business, win friends by extolling the positive aspects of the country - it is not difficult, as there are plenty of them. Russians warm to foreigners who demonstrate cultural awareness and knowledge of the country's creative achievements (e.g. artists, writers, musicians, etc.). This is invariably safer ground on which to express opinions than "the mafia, bribery and corruption". As a nation, they have a strong mistrust of government and officialdom, which can bind their lives in red-tape. At the same time, there is the new insecurity that democracy and the free market has brought to them.

In the past, before free speech became the norm, the one safe place to set the world to rights was the kitchen, usually over a bottle or two of vodka with trusted friends. To be invited to visit someone's home is to be accepted as more than an "outsider", and to be invited to join in the "kitchen" discussion means to be trusted as an "insider". Present giving, socially or on business occasions, is symbolic and deeply important to Russians, and expected from both visitors and hosts alike. Similarly, lavish entertaining is common, with a lengthy meal involving many dishes and much alcohol to be expected.

The "vodka culture" is still firmly entrenched, but amongst the younger generation, many are now turning to beer drinking, which is now widely available and heavily promoted, to the extent that it is also now also becoming seen as a social problem. In Russia one either drinks heavily or not at all - it is hard to find an acceptable compromise, because one is seen as being unfriendly and not trustworthy for declining to join in toasts. This can oblige the unwilling drinker to invent medical excuses to explain his abstinence, as these are usually accepted.

Although western culture and products are highly rated, consumers are now turning back towards Russian made goods and foodstuffs as standards rise, and rediscovering the virtue of buying domestic products over imported ones. There should be very good reasons why your product is better than a locally produced on - a foreign label will not do the trick anymore. At the same time, particularly among the younger generation and more affluent buyers, brand awareness is becoming stronger and stronger. The science of marketing in Russia has evolved from non-existent to extremely sophisticated in only fifteen years. Advertising and sales support are very important if one is to reach one's target buyer.

The older generation, which tends to be conservative and critical of change, has suffered badly in the country's transition, becoming victims of eroded living standards. Some have turned to entrepreneurial activity to supplement their incomes, selling produce from their gardens, wild mushrooms, cigarettes, etc., on street corners. Religion has enjoyed a renaissance, as the suppression of the past has been replaced with official sponsorship. Orthodox priests now appear everywhere, and it is fashionable to be seen as churchgoing. Russians love to relax in the company of friends, and even in business will rely on friends to help resolve problems. If you intend to spend any length of time in Russia, make friends, it will enliven and enrich your experience of the country and will help you to win business.

This information has been supplied by James Kimberley His entire career has been dedicated to the development of trade and investment links between Britain and the former Soviet Union. He has held a number of senior positions within blue chip companies, such as Andersen Consulting and Tate and Lyle plc and served as General Manager, Russia for Securicor plc. He is a regular speaker at Farnham Castle. May 2002