Eurasia between Cultural Studies and Marketing

In: Journal of Eurasian studies, Band 1, Heft 2, S. 119-126

Abstract

In marketing, Eurasia is currently still an area of terra incognita between the CEE and the Asia-pacific region. This paper deals from a linguistic cultural studies viewpoint with the question of how far Eurasia can be a relevant region for MNE marketing. To this end, the enrichment of the conception of Eurasia in Russia will be researched in its philosophical, political and economic dimensions using the original geographic dimension as a baseline. The individual conceptual components will be scrutinized in detail for their potential significance for regional marketing in post-soviet economic discourse, whereby neo-Eurasianism in contemporary Russian thinking deserves particular significance.