Huawei's Marketing Adaptation In Russia:a Cultural Perspective

Huawei Technologies Co.,Ltd is one of the leading companies in telecommunications that provides telecom and network equipment,and moved into the smartphone industry where the company has taken one of the top positions.Huawei has gained its recognition for high-quality service and production globally.The company has been boosting its performance by successfully integrating into foreign markets and,as a result,getting more recognition as well as brand awareness among its potential consumers.The current research examines the growth of Huawei in the Russian market,its entry mode,marketing adaptation,and product promotion.It also identifies possible cultural challenges that Huawei might have faced during its 24-year presence in Russia.Based on the prior academic research in marketing standardization(versus adaptation)strategy,brand,and culture,the study gives a full picture of Huawei's strengths,weaknesses as well as opportunities and threats in the Russian market.The research suggests possible solutions regarding cultural aspect of marketing activities that the company carries out.These solutions and suggestions are aimed to boost Huawei's business in Russia and attract more local customers.