In a time when everyone talks about Russia as an emerging market with huge possibilities, many German companies tried to enter. What have been their experiences? Which was their strategy to enter the market? Did they succeed? The present study is primarily based on first hand accounts. After a comprehensive overview on the economical, legal and social framework in Russia, the author summarizes the result of 23 extensive interview with decision makers from German companies.
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From the preface: Germany is Russia's biggest trade partner. According to Russian official statistics, Russia imported 8.1% from and exported 13.4% to Germany in 2006. For Germany, Russia ranks eighth in overall trade volume, with exports about 23 Billion Euro and imports about 30 Billion Euro. Due to high prices for oil and gas, which amount for roughly 60% of Russian exports, the statistics indicates a negative trade balance for Germany since 2003. Germany is Russia's oldest trade partner, as well. No other West-European country has the same history of cultural, social and economical exchange with Russia as Germany does. The very term `German´ in Russian language was century long the word for all `foreigners´. Having left behind a century of forced antagonism, both countries are nowadays converging steadily. Today, the Russo-German trade relationships become more and more important for both countries. This paper focuses on the strategies German companies pursue on the Russian market. The fundamental question is empirical in nature: "What have German companies done in Russia?". The ultimate aim, however, is to gain empirical evidence for theoretical reasoning: "What should German companies do in Russia?". The paper consists of three parts. The first part gives a brief overview over Russo-German trade relations and Direct Foreign Investment. The Second part describes the legal, social and cultural environment in Russia and how German companies cope with it. The third part focuses on their strategy in response to their aims and to the environment.
