Three Estonian Companies' Management of the Russian Boycott During the Summer of 2007

ABSTRACT

This article analyzes three Estonian companies' management of the Russian boycott during the summer of 2007. The explorative nature of the study made a case study methodology a suitable research approach. The respondents' statements about the boycott revealed a “business as usual” attitude. This attitude isaccounted for as a sign of preparation for crises that facilitated the respondent companies' management of the boycott. Also, the sanctions appeared to strengthen the relations between the respondent companies and their Russian partners. The boycott was, therefore, not perceived as a major threat to the respondent companies' businesses in Russia.

KEYWORDS:

• Boycott
• crisis management
• Estonian companies
• Russian market

Notes

Note. Bank of Estonia (http://www.eestipank.info/pub/en/).

Note. X = current production and sales; x = potential projects.

Additional information

Notes on contributors

Peter Hultén

Peter Hultén is Associate Professor of Marketing at ESC-Rennes School of Business, France.