Issue 1, 2010

Barkan D. J. Marketing Channels in Normal Economic Situation and in Crisis: The Collision of Growth and Development.

This article presents the second part of research on two Russian large retailers’ activity — retail chain «36,6» pharmaceuticals) and the «Lenta» company (food retail chain). The major attention is given to some aspects of development concepts implementation, formulated by companies leaders. Also the interaction is being discussed between companies during the stages of growth and development, which are complementary and at the same time contradictory business strategies in marketing channels. On this basis the attempt is being made on presenting the situations, which the firms faced during the crisis period. Keywords: Marketing Channels, Growth, Development, Strategic Concept, Middle Class, Retail Chains, Sales.

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