Abstract
Russia is a nation which feels bitter because she wants to display all her potency, while she is perceived as poor, disruptive and corrupt at all levels. It is true that the contrasts are impressive. On the one hand, mass media shows us firms and of villages which seem abandoned and on the other hand, the new rich who spend thousand euros in vacationing. That's why there is a true incomprehension of the Russian model.
In marketing, we have to adapt our product, marketing mix, behavior or methods of negotiation to the country where we want to do business. In Russia it's not so easy because of this incomprehension. This country has a rich historical past, which has strong consequences on the way of life, negotiation techniques, the ethics, behaviour and so on... When you say to somebody, that you engage in business with Russians, it will evoke in your interlocutor both admiration and commiseration. Russia is perceived as a mysterious and disturbing country for the French and Europeans.
