E-Commerce Localization for Exporters

Authors

  • Yuri Anatolievich Savinov Russian Foreign Trade Academy
  • Victor Nikolayevich Kirillov The State University of Management
  • Eugenia Vadimovna Taranovskaya Russian Foreign Trade Academy
  • Natalya Yurievna Bulyigina Russian Foreign Trade Academy

DOI:

https://doi.org/10.24412.2072-8042-2021-12-89-98

Keywords:

international trade, sale of goods through e-commerce channels, localization of export activities of sellers, advertising policy

Abstract

The competition in the growing global e-commerce market has been increasing. The efforts of sellers are aimed primarily at winning consumers, particularly the development of methods to stimulate the buyer’s attention to the exporter’s goods. However, the activity under consideration is complicated by the need to attract foreign buyers with the help of a well-thought-out advertising policy, content and banner advertising, taking into account the style of writing texts in the native language of buyers, and, given the characteristics of the language in question and lifestyle of the population in the importing country, translating them into the language of any importing country. In order to successfully sell and deliver goods to a foreign buyer, exporting fi rms pursue a localization strategy. The strategy implies setting up their representative offices, branches, and joint ventures in the importing countries, which study the colloquial and business jargon of public communication so that advertising information does not cause negative response from potential buyers. Overseas sellers win inter-fi rm rivalry and expand sales in overseas markets by creating the perception of the company as a domestic one.

Author Biographies

Yuri Anatolievich Savinov, Russian Foreign Trade Academy

Doctor of Economic Sciences, Professor
Place of work, post: Russian Foreign Trade Academy (119285, Moscow, Vorob’evskoe shosse, 6A), Department of international trade and foreign trade of RF - Professor

Victor Nikolayevich Kirillov, The State University of Management

Doctor of Economic Sciences, Professor
Place of work, post: State University of Management (99 Ryazanskiy Prospekt, Moscow 109542) - World Economy and International Economic Relations Department

Eugenia Vadimovna Taranovskaya, Russian Foreign Trade Academy

Candidate of Technical Sciences, Associate Professor
Place of work, post: Russian Foreign Trade Academy, Department of Finance, Monetary and Credit Relations, Professor

Natalya Yurievna Bulyigina, Russian Foreign Trade Academy

Candidate of Economic Sciences
Place of work, post: Russian Foreign Trade Academy (119285, Moscow, Vorob’evskoe shosse, 6A), Department of world and national economy - Professor

Published

2024-01-28

How to Cite

Savinov, Y. A., Kirillov, V. N., Taranovskaya, E. V., & Bulyigina, N. Y. (2024). E-Commerce Localization for Exporters. Russian Foreign Economic Journal, (12), 89–98. https://doi.org/10.24412.2072-8042-2021-12-89-98

Issue

Section

Foreign trade activity

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