The paper is devoted to situation of regulatory pluralism and strategies of companies in this context. Regulation in the global world becomes more complex under influence of varying institutions and interest groups at different levels in different territories. State regulation gets under pressures from not only local rules, but also from global standards. Regulatory boundaries become more fluid and vague. As a result the objects of regulation are subjected to a variety of different rules simultaneously. Their activity is regulated by state law, local norms, global standards and conventions eventually conflicting each other. This situation is known as regulatory pluralism forcing objects of regulation to change their traditional strategies and roles. The study is mainly focused on companies’ reactions to the influence of various regulators. All too often they have to react to contradictory requirements. This study analyses how companies, while developing and implementing their strategies, form general understanding of regulatory institutions and legislations. These ideas are embodied into certain social practices thus constituting phenomenon of regulation. To understand how companies interpret, coordinate and implement demands of various regulators, I identified internal organizational features of the companies (motives, resources, strategies) and external factors (type of regulation, strategies of enforcement, level of involvement of the third party). The article is centered on the rules regarding the ecological and social aspects of industrial activity in Russian forest sector. This study is based on qualitative methods.