The bakery products market in the globalization economy conditions: institutional сhanges and trends in the development of consumer behavior and competitive strategies

Abstract

This research is aimed at studying the institutional changes associated with globalization in the Russian bakery market. To study the dynamics of the market parameters the authors used the theoretical positions of the neoinstitutionalism which is actively used in industry analysis now. It also examined the influence of international legal norms, trends in the consumer demand changes associated with the formation of global regulatory institutions and the application of innovative competitive strategies. The last ones are characterized by the institutional isomorphism. The research shows the data indicating the compliance of the general Russian market development directions to the global trends, primarily in the regional markets of large urban agglomerations. The assortment market structure is changing in the direction of reducing the demand for mass varieties and improving the quality of the assortment. (premiumization). These trends are constrained by the general conservative market character, the preservation of historical institutional values. The spread of legal institutions and innovative competitive strategies is hampered by the low level of domestic companies consolidation, their low susceptibility to organizational and marketing innovations, and the lack of the developed infrastructure for stakeholders interaction. Keywords—bakery industry; bakery products; institutes; globalization; innovation.