Strategy for French multinationals entering the Russian market: What is key to multinationals' success in retail market?

The strengthening of international trade in goods and services is one of the biggest changes that has marked the global economy in recent decades. With the development of emerging economies, countries such as Russia are attracting more and more European companies seeking growth. Despite the complicated economic situation and the deterioration of international relations with developed countries, Russia cannot be overlooked thanks to its significant natural resources, its still under-exploited investment potential, and its skilled workforce. Large-scale distribution is a sector of the Russian economy that has been growing at an incredible rate since the 2000s, attracting foreign multinationals from this sector. French brands are highly visible on the Russian market, at least in most segments. Leroy Merlin, Auchan, Decathlon, and Castorama have succeeded in gaining the trust of Russian consumers and have now surpassed many of their local and foreign rivals in the retail sector.