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Problems and opportunities of integration in Eurasian countries marketing researches
Leonid Gurevich BISAM Central Asia, President Problems and opportunities of integration in Eurasian countries marketing researches I represent the sphere that is important, real and comparatively successful field of integration. Nevertheless, official EurAsEC documents and scientific developments conducted under its aegis avoid this sphere for some reason. It’s a disappointing fact for I strongly believe that marketing research is an effective tool and simultaneously important indicator of integrating processes. I would dare to start with the dispute with President Putin, especially when it was the President who asked for thesis he announced at plenary meeting to be presented at our discussion. A wonderful maxim was delivered by Prussian President about four factors hindering the integration: great-powered chauvinism, nationalism, self-love of political and governmental leaders and simple elementary stupidity. That’s all true. But we are talking about integration again as an apical process. For the sake of justice it should be marked that in political and scientific spheres there are enough conversations about integration “from the bottom” at the level of “simple persons” that are truly characterized as the most active supporters of Eurasian international intimacy. However in my opinion we are not paying proper attention to “middle level” of integration that is presented first of all by business. Let’s try to summarize the content of all numerous discussions about Eurasian integration including discussions at our Forum. Scheme is the following: - Agitation for integration (it resembles to some extend events regarding atheistic training where the “objects of training” were purely atheists); - Some doubt regarding the level the integrating processes should be lead to; - After doubt comes more certain affirmation on necessity of integration; - The question is: why the major of planned integrating measures still are only declarations, and have not practical realization? - The answer is: because the state, government, agencies don’t execute international agreements and their own resolutions. At this point thoughts are suspended. The question why resolutions regarding Eurasian integration are chronically not executed for some reason is not asking. And exactly the answer to that question is a key to understanding of problem. I believe that integrating processes are hampered at a national level due to complicated structure of internal resistance. Its nature has never been studied purposefully. It might result from a complicated lobby complex binding interests of ethnocracy, financial and industrial groups, spheres, and regions. Motivation of such a braking is different: starting from strict stereotypes and convictions to lack of information and understanding. In this short speech I’m going to speak about only one possible reason of misunderstanding that cause sometimes obvious but often ulterior resistance. Businessmen from Eurasian countries have poor understanding of neighboring markets. Even if they try to study them, they do it in “an underhand” way. Marketing research integration could correct the situation. It could submit systematic and objective knowledge about markets that are forming and functioning within the Eurasian area. There are foundations for such integration. In the first place it is a growing mutual interest of businessmen from different countries. And I’d like to underline such a key word like “mutual”. According to orders and inquiries that BISAM received during last years the one could observe not only natural interest of Russia towards markets of post-Soviet countries but also growing interest of Kazakhstani and Uzbek companies towards Russian market, as well as Kyrgyz companies towards very important for them Kazakhstani market, etc. Secondly, it’s establishment of really multilateral cooperation of CIS research companies. Even recently scheme of interests and relationships has been different. Practically in all CIS countries professional research companies have been developed based on foreign orders. At the same time Russia right up to the mid of 90th of the ÕÕ century has played a role of middleman for other CIS countries. In the second half of 90th situation has changed. In the research companies’ stock of orders still dominated foreign orders, however major part of them have been arrived avoiding Russia. Its own mature professional forces have been developed in post-soviet countries and western business has become work directly. About 2000 the structure of orders suddenly changed greatly. Local business turned towards marketing research. Major part of research projects are made for local companies. Simultaneously Russia, Kazakhstan, Kyrgyzstan, and Uzbekistan have commenced to study markets one another. There is another process is going on. Western, transnational companies began more often propose complex inter-countries research. At the same time Russian company is not always appointed to be a coordinator of the research project. BISAM has an experience of research coordination covering simultaneously Central Asia countries and Russia. There is a lack of the most important thing that EurAsEC countries have a need in – complex joint research. At present Eurasian neighboring markets researches are as a rule just sally of competitors to “strange lands”. I think there is a very perspective niche for research integration: it should be some assistance to EurAsEC businessmen to consider themselves not only competitors within national and regional markets but partners in a wider market surrounding of the whole world market. Thus the most practical urgency has two directions. 1. Systematic exchange of marketing information should be established. Perhaps to institute this process including at the intergovernmental level. As a part of this process it would be great to perfect statistics for the more transparency of economic activity. 2. It would be productive mutual efforts in developing legislation in the field of economic and marketing information. By now there is no such a legislation none in the EurAsEC countries. Marketing researches become an attribute not only economy but lifestyle. All of them: researches, clients and respondents need for their rights protected by law. I’d like especially point out that existing in CIS countries mass media demand for governmental structures to submit information to journalists. Such rights should have market researchers. | |||||||||
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