The process of the movement of the Russian Federation to a market economy is irreversible, Russia is now following the path that developed countries have gone half a century ago. In the Russian Federation there is no appropriate long-term experience in enterprise management in the criteria of a market economy.
At the moment, Russia is in the form of a catch-up, and is forced to take a revolutionary method to the study of marketing methods. In the Russian Federation there is no such rich skill of enterprise management in the criteria of independent competitive struggle as it is in the West, in connection with which these difficulties of Russian management are noted, such as: lack of knowledge of demand. The demand for a particular product is oriented only to achieve the final result of the work; unavailability of long-term goals of business formation; the inaccessibility of self-assessment of the work of Russian managers; the inaccessibility of the school of the manager of the reserve, corruption, the inability to achieve the desired effect of their own business activity in the absence of connections in high circles, money, etc.
The distinctive features of domestic management consist in: a very high speed of the flow of socio-political and socio-financial actions in the state, which in no way can not exert a significant impact on all areas of human activity without exception; combinations of conditions that contribute to the formation and strengthening of the marketing concept or, on the contrary, hinder it; special features of the mindset of the Russian personality.
In European countries, the “manager” is the manager, the head of a company, a large enterprise. In Russian firms, the secretary, the administrator, is responsible for the small paper work, also called the manager, which is not true.
Modern Russian management, based on where it develops and is formed, has a number of specific and unified distinctive features.
To the specific features we refer: • national features of society; • historical developmental features; • geographic conditions; • culture and other similar factors.
Also, the state of development of the Russian society, the resulting production relations, mentality and other reasons allow us to identify 4 main distinguishing features of Russian marketing:
1. Priorities in issues, emphasis of attention and efforts. The most significant management issues in Russia are crisis management, employment management of people, informative technological processes, assistance to entrepreneurship and small business, motivation for economic initiative in production, banking management. Although, the main difficulty lies not in finding them, but in constructing ranked priorities. Immediately there appeared the maximum difficulty in the representation of management and its importance in the Russian Federation.
2. Management infrastructure, socio-economic and political conditions of its existence. Here it is essential to realize and design the concept of infrastructure directly.
It presupposes a complex of a huge number of factors underlying the social and financial sphere, in which the all-Russian marketing is formed, namely: • causes of mentality (values, national traditions and culture); • factors of public consciousness, that is, an understanding of the practice of foreign and Russian direction (the system of training managers); • reasons for the level of scientific thinking, methodological culture, the formation of socio-economic knowledge.
3. The combination of reasons that impede or favor the strengthening of marketing in the Russian Federation. These are the conditions of the degree of scientific thinking, methodological texture, the formation of social and financial knowledge.
4. Developed sphere, the characteristic features of social consciousness.
These are conditions that cannot be changed overnight and which, as the general historical skill of formation demonstrates, and it is unnecessary to change.
Comparing Russian management with Japanese and American, it can be noted that it combines the features of both the one and the other, which corresponds to the distinctive features of the Russian market and allows the Russian business to operate effectively in difficult, regularly changing circumstances.
Summing up the results, it can be concluded that Russian managers are obliged not only to research the science and practice of marketing, but also to understand the essence of Western and Eastern cultures (the Russian Federation is considered a Eurasian state). In the absence of this, it is impossible to improve your management style, enhance the image, or organize a demand in order to increase the competitiveness of the company.