Customer Orientation of B2B Firms in Emerging Markets: Evidence from Russia. / Гулакова, Ольга Вячеславовна; Ребязина, Вера Александровна; Смирнова, Мария Михайловна.
In: РОССИЙСКИЙ ЖУРНАЛ МЕНЕДЖМЕНТА, Vol. 17, No. 1, 2019, p. 71-96.Research output: Contribution to journal › Article
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TY - JOUR
T1 - Customer Orientation of B2B Firms in Emerging Markets: Evidence from Russia.
AU - Гулакова, Ольга Вячеславовна
AU - Ребязина, Вера Александровна
AU - Смирнова, Мария Михайловна
PY - 2019
Y1 - 2019
N2 - While the field of customer orientation (CO) has been studied extensively since the 1990s, there have hardly been any attempts to review the concept with consideration of the specifics of B2B markets, especially in the context of the emerging economy. This paper explores the specifics of B2B firms’ CO on the example of Russia’s emerging economy. The empirical survey of 272 Russian B2B firms represents the platform for applying well-established CO measurement tools as an integrated complex measure. The results of factor analysis identify a critically important aspect of CO, which helps to differentiate the customer oriented firms from those with “declared” CO. The study indicates a need to revisit well-established marketing concepts and their measurement approaches in B2B markets on the example of CO in Russia.
AB - While the field of customer orientation (CO) has been studied extensively since the 1990s, there have hardly been any attempts to review the concept with consideration of the specifics of B2B markets, especially in the context of the emerging economy. This paper explores the specifics of B2B firms’ CO on the example of Russia’s emerging economy. The empirical survey of 272 Russian B2B firms represents the platform for applying well-established CO measurement tools as an integrated complex measure. The results of factor analysis identify a critically important aspect of CO, which helps to differentiate the customer oriented firms from those with “declared” CO. The study indicates a need to revisit well-established marketing concepts and their measurement approaches in B2B markets on the example of CO in Russia.
KW - b2b
KW - customer orientation
KW - emerging markets
KW - russia
KW - ориентация на клиента
KW - промышленные рынки
KW - россия
KW - b2b
KW - customer orientation
KW - emerging markets
KW - russia
KW - ориентация на клиента
KW - промышленные рынки
KW - россия
M3 - Article
VL - 17
SP - 71
EP - 96
JO - РОССИЙСКИЙ ЖУРНАЛ МЕНЕДЖМЕНТА
JF - РОССИЙСКИЙ ЖУРНАЛ МЕНЕДЖМЕНТА
SN - 1729-7427
IS - 1
ER -
ID: 78495240