Market researcher Mendel Info Marketing says 70% of the main Moscow high technology companies are unable to sell customers what they have advertised. In a survey of 50 computer equipment firms which had advertised in newspapers and magazines, the vast majority could not supply what they were offering. Virtually none could offer a complete range of equipment. The company attributed its findings to the long publication delays for advertisers in Russia. The delay – sometimes several months makes it impossible to predict the situation in the market. The problem is especially severe for small and medium-sized companies which cannot afford many advertisements. Larger companies with rolling contracts have been able to make the necessary corrections as the economic situation changes.
