Model of involvement in import substitution: A marketing approach

Aim. The presented study aims to develop a marketing model for involving major participants of the Russian domestic market in the process of import substitution based on the concept of ‘import footprint’.

Tasks. The authors identify major approaches to investigating import substitution based on the analysis of publicly available articles; analyze the role and purpose of import substitution in the modern Russian economy; substantiate the need for widespread acceptance of the ideas of import substitution in Russia; describe the ‘import footprint’ indicator as a marketing tool to facilitate involvement; identify the stages of the accelerated involvement of manufacturing enterprises in import substitution; propose an original model for involving major participants of the national market in import substitution.

Methods. This study uses general scientific methods of cognition and information from open sources.

Results. Based on the analysis of publications from open sources, three main approaches to investigating import substitution are identified: from the perspective of public administration and national economic regulation, in terms of production management, in different sectors of the national economy. An economic branch has been developed in the hierarchy of formation of full national sovereignty, making it possible to understand the role and purpose of import substitution in the modern Russian economy. The ‘import footprint’ indicator is introduced for goods produced in Russia, reflecting the percentage of the cost price that accounts for imported raw materials, components, and equipment. Eleven stages composing the authors’ vision of the process of accelerated involvement of manufacturing enterprises in import substitution are formulated. A model for involving major participants of the national market in import substitution by promoting the idea of ‘import footprint’ is proposed.

Conclusions. In modern Russian society, there is no universal acceptance of import substitution proclaimed by the government. The proposed marketing model of mass involvement of major participants of the national market in the examined process would make it possible to rapidly make domestic products popular and demanded within the country, which, together with a system of incentive measures, would facilitate the widespread voluntary participation of Russian businesses in import substitution and the achievement of Russia’s scientific, technological, and economic sovereignty.

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