+7 495 989 9610, 9am6pm (GMT+3), Monday – Friday
ИД «Финансы и кредит»






Financial Analytics: Science and Experience

Non-potable water as a merchandise: The market and the promotion strategy

Vol. 13, Iss. 3, SEPTEMBER 2020

Received: 11 June 2020

Received in revised form: 28 June 2020

Accepted: 16 July 2020

Available online: 14 August 2020


JEL Classification: Q25

Pages: 246–270


Krupina N.N. Saint-Petersburg State Agrarian University (SPbSAU), St. Petersburg, Russian Federation


Subject. The article discusses the specifics of the non-potable water market, strategies for the market-driven behavior of agents, public administration and the maintenance of goods circulation.
Objectives. I substantiate the possibility of reasonable water use by expanding the non-potable water market to use it for general and washing processes. The article also evaluates strategic market positions of the merchandise.
Methods. I applied general methods for analyzing the water use as a socio-economic process, systematizing the existing viewpoints and scholarly findings, matrix-based tools for choosing the operators’ market behavior strategy, graphical and logic analyses of market aspects and public regulation measures.
Results. I specified the concept of non-potable water and the non-potable water market, described what distinguishes the non-potable market constituents, i.e. a merchandise, boundaries, scale, prices, mutual relationships, functions. I carried out the dual matrix analysis of strategic positions of areas where private operators work in coordinates of the matrices the product – the market and the buyer – the seller. Considering the shortage of potable water and deterioration of water reservoirs and fiscal benefits, it is reasonable to amplify stringent measures of public administration.
Conclusions and Relevance. The national water security and competitive advantages of Russia are indispensable unless local markets of non-potable water progresses. Business areas can be evaluated and typical market behavior strategies can be used to maintain the competitive potential if operators’ activities are analyzed by coordinating classical administrative matrices the product – the market and the buyer – the seller. The findings can be used to set up trading activities of water wastewater treatment plants and private operators, executive authorities in regions and municipalities that organize and control the performance of national strategic programs and projects.

Keywords: water use, waste water, non-potable water, water market, matrix analysis, strategic product positioning, administration


  1. Danilov-Danil'yan V.I. [Water is a strategic factor in the development of the Russian economy]. Vestnik Rossiiskoi Akademii Nauk = Bulletin of the Russian Academy of Sciences, 2007, vol. 77, no. 2, pp. 108–114. (In Russ.)
  2. Likhacheva A.B. [Fresh water problem as a structural factor of world economy]. Ekonomicheskii zhurnal VShE = HSE Economic Journal, 2013, vol. 17, no. 3, pp. 497–523. URL: Link (In Russ.)
  3. Yashalova N.N., Ruban D.A. [Special importance of the ecological factor for sustainable development of national economy: Conceptual analysis]. Natsional'nye interesy: prioritety i bezopasnost' = National Interests: Priorities and Security, 2014, vol. 10, iss. 14, pp. 20–30. URL: Link (In Russ.)
  4. Ridoutta B.G., Huang J. Environmental Relevance – The Key to Understanding Water Footprints. Proceedings of the National Academy of Sciences of the United States of America, 2012, vol. 109, no. 22, p. 8785. URL: Link
  5. Wolf A., Kramer A., Carius A., Dabelko G.D. Managing Water Conflict and Cooperation. In: State of the World 2005: Redefining Global Security. The WorldWatch Institute, 2005, pp. 80–95.
  6. Kolupaeva V.B. [The Specifics of Water Resources Use in the Modern System of Economic Relations]. Ekonomicheskii vestnik respubliki Tatarstan = Economic Bulletin of the Republic of Tatarstan, 2008, no. 2, pp. 21–24. (In Russ.)
  7. Pryazhinskaya V.G. Ustoichivoe upravlenie vodnymi resursami i ego informatsionnoe obespechenie. Sovremennoe sostoyanie vodnykh resursov Nizhnei Volgi i problemy ikh upravleniya [Sustainable Management of Water Resources and its Informational Support. The current state of water resources of the Lower Volga and problems of their management]. Astrakhan, Astrakhan University Publ., 2009, pp. 106–109.
  8. Angelstorf L. The Provision of Water in the EU. The Difficulty of Regulating a Market without Prevailing Guidelines in the Light of Numerous Inconsistent Legal Regimes. Institute for European Global Studies, 2014, April, 58 p.
  9. Bychkovskii I.V. [Economic aspects of retrofitting water supply and sewerage facilities]. Vodosnabzhenie i sanitarnaya tekhnika = Water Supply and Sanitary Technique, 2005, no. 9, pp. 34–38. (In Russ.)
  10. Ushakov E.P. [Economic and financial mechanism in water consumption management]. Natsional'nye interesy: prioritety i bezopasnost' = National Interests: Priorities and Security, 2014, vol. 10, iss. 19, pp. 20–31. URL: Link (In Russ.)
  11. Liu Qing. [Analysis of organization water market in conditions of water shortage]. Gornyi informatsionno-analiticheskii byulleten' (nauchno-tekhnicheskii zhurnal) = Mining Information and Analytical Bulletin (Scientific and Technical Journal), 2014, no. 12, pp. 358–361. URL: Link (In Russ.)
  12. Savina A.M. [Theoretical aspects of water resources management in the region]. Vestnik Orenburgskogo gosudarstvennogo universiteta = Vestnik of Orenburg State University, 2012, no. 13, pp. 303–308. URL: Link (In Russ.)
  13. Schulze C., Skiera B., Wiesel T. Linking Customer and Financial Metrics to Shareholder Value: The Leverage Effect in Customer-Based Valuation. Journal of Marketing, 2012, vol. 76, no. 2, pp. 17–32. URL: Link
  14. Bobrova V.V., Anoshkin A.P. [Theoretical and methodological foundations for the development of the city]. Ekonomicheskoe vozrozhdenie Rossii = Economic Revival of Russia, 2014, no. 2, pp. 105–112. (In Russ.)
  15. Hoekstra A.Y., Mekonnen M.M. Reply to Ridoutt and Huang: From Water Footprint Assessment to Policy. Proceedings of the National Academy of Sciences, 2012, vol. 109, no. 22, pp. 1424–1425. URL: Link
  16. Bogatyrev M.I., Chuprova E.R. [Main problems of the drinking water market in Russia]. Biznes-obrazovanie v ekonomike znanii, 2018, no. 3, pp. 12–15. (In Russ.) URL: Link
  17. Ansoff I. Novaya korporativnaya strategiya [The New Corporate Strategy]. St. Petersburg, Piter Kom Publ., 2005, 206 p.
  18. Kuznetsova E., Barchugova E., Brodach M. [Rainwater as a promising resource of public spaces]. Zdaniya vysokikh tekhnologii = Sustainable Building Technologies, 2018, no. 3, pp. 48–54. (In Russ.)
  19. Coustumer S.M.L., Fletcher T.D., Deletiü A., Barraud S. Hydraulic Performance of Biofilters: First Lessons from Both Laboratory and Field Studies. Water Science and Technology, 2007, vol. 56, iss. 10, pp. 93–100. URL: Link
  20. Blecken G.-T., Marsalek J., Viklander M. Laboratory Study of Stormwater Biofiltration in Low Temperatures: Total and Dissolved Metal Removals and Fates. Water, Air and Soil Pollution, 2011, vol. 219, pp. 303–317. URL: Link
  21. Svintsov A.P., Maslov A.N., Masri G.Kh. [Segmented market of water supply and water sewerage services in housing stock]. Vodosnabzhenie i sanitarnaya tekhnika = Water Supply and Sanitary Technique, 2009, no. 2, pp. 23–27. (In Russ.)
  22. Kostiushev S. [The fulfillment of the potential of the Russian water resources]. Rossiiskoe ekspertnoe obozrenie = Russian Expert Review, 2008, no. 1, pp. 34–38. (In Russ.)
  23. Mersky A.C., Sprei F., Samaras C., Qian Z. Effectiveness of Incentives on Electric Vehicle Adoption in Norway. Transportation Research, Part D. Transport and Environment, 2016, no. 46, pp. 56–68. URL: Link
  24. Gleick P.H. [A Drop in the Bucket]. Finansy i razvitie = Finance and Development, 2013, iss. 50, no. 3, pp. 11–15. URL: Link (In Russ.)

View all articles of issue


ISSN 2311-8768 (Online)
ISSN 2073-4484 (Print)

Journal current issue

Vol. 14, Iss. 4
December 2021