The Development of Entering Strategy for Foreign Health Care Companies into Russian Market

Abstract

This research study develops main elements of entry strategy for foreign health care service providers entering the Russian market. Along with this the analysis of Russian health care market is provided, as far as it determines the choice of these elements to great extent. The research is based on the results of telephone interviews with citizens of Moscow and Saint Petersburg and in-depth interviews with the heads of public and private Russian medical clinics. The main outcomes of the research are justified recommendations concerning preferable timing of entry, required competitive advantages, main resources and key instruments of positioning for foreign companies, being interested in successful entrance into the Russian health care market.