Abstract:

Most of the economic entities in current conditions of the Russian economy (regardless branch affiliation) have to use various instruments, that let them keep their market positions, considering the condition of macro environment and the influence of external factors. The purpose of ensuring customer satisfaction, forming high level and quality of trading services on all levels of interaction with a customer first of all suggests the formation of a product offering, that is in demand on the final level of the relationship chain “producer - consumer”. On the other hand choosing the right product policy is very important while maintaining competitiveness of individual economic entities. In this research we’re considering the issue of the “parallel import” legalization (in other words - shadow use of genuine goods). This legalization is carried out by avoiding obtaining the permission of the exclusive rights owner to intellectual property to sale the goods on the territory of a particular state. The prospect of leaving the ban on such practice within the global market situation is shown as ambiguous. It happens mostly because such practice influences investment activity of organizations including Russian market. It seems fair that this research may be in demand on the different levels of economic relations. This allows to form a reasonable approach to the solution of the problem in context of the issue.