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Рыночная ориентация и результаты бизнес-деятельности предприятий в сфере услуг

Маркетинг услуг. 2015. Т. 42. № 2. С. 82-95.

The paper examines the market orientation construct and its deployment in the service industry. Market Orientation impact on company business perfromance was studied based on the survey and data analysis of companies in Russian Federation who specialize in services. Widely known MARKOR and MKTOR constructs were analyzed in this paper and local Market Orientation model in service industry was proposed and examined further.