Promotional strategies of Russian outsourcing companies on Swedish market (case of Reksoft company)

Abstract

The intent of this case study is to critically assess current marketing efforts of Russian IT outsourcing companies on the observed market (Sweden) and develop recommendations for further promotion. The research goal is achieved through the secondary data analysis, customer and case company interviews and survey of Swedish ICT companies. The main findings concern current promotional strategies of Russian outsourcing companies in Sweden, Swedish perception of the Russian companies and typical vendor selection processes.