The objective of this paper is to reveal the main directions of changes in Russian agribusiness caused by the food embargo through the lens of interfirm relationships.
Qualitative research in the form of focus group was conducted. The focus group consisted of 9 participants, representatives of the senior management of Russian agribusinesses.
Findings and implications
The study reveals that the Russian food embargo contributes to the development of interfirm relationships in the Russian agribusiness. Both retailers and manufacturers tend to use a relational approach and to develop interfirm relationships in order to build sustainable value chains and long-term relationships with partners. The resulting conclusions represent important changes in interfirm relationships between different actors of agribusiness: (1) retailers tend to interact with providers toward building sustainable value chains; (2) at the same time the criteria imposed by retailers to their suppliers are gradually changing. The possibility to change the supply conditions plays a significant role as does as the ability to operate in a turbulent environment.
Despite the large number of empirical studies exploring the impact of the embargo from different angles, there is still a lack of research concerning the consequences of embargoes in terms of interfirm relationships. This study extends the literature on the impact of embargoes and fulfills an identified need to study the consequences of embargoes in terms of developing interfirm relationships. This is the first Russian study to empirically examine the impact of the embargo on Russian firms’ interfirm relationships.
In modern world the importance of customer orientation (CO) cannot be underestimated. It hugely impacts the overall business performance as well as separate areas of business-customer interaction. In this paper we examine the role of personal level relations and customer orientation in direct sales industry (DS) on the Russian market. Based on a large scale survey (over 6000 participants in over 74 regions of Russia we develop a model revealing the factors that define the level of customer orientation in personal level interactions.
As customer relationship management process plays increasingly important role in business success, many authors attempt to evaluate the impact of various CRM process components on quality of company interaction with the customers and, ultimately, on company performance. This paper explores the impact of CRM system on quality of customer understanding by the company. This understanding is measured in context of the international pharmaceutical company in Russian market. The field research is based on a quantitative data from online questionnaires and telephone interviews. The sample consists of 64 company representatives and 217 ophthalmologists. The authors developed and tested the model of physician loyalty drivers and studied the perception of CRM system by the employees. The results of the paper demonstrate that, despite the fact that CRM system is actively used and perceived as a crucial part of customer relationship management process within the company, the understanding of key customer loyalty drivers needs to be significantly improved. The paper contributes to the existing theory by evaluating the link between CRM applications use and customer relationship performance as well as by developing physician prescription loyalty influencers framework in context of Russian pharmaceutical market. This research could be used by other pharmaceutical companies in order to understand the influence of their CRM applications on customer loyalty and also to identify the drivers of physicians prescriptions.
Many emerging markets have undergone or are still undergoing substantial transition processes. The aim of this paper is to provide a deeper understanding and a longitudinal perspective on how transition process and institutional changes in the economy are reflected in the evolution of an industry on example of Russian bakery industry. The changes at the industry level have been driven not only by the economic transition, but also by strategic choices of the market players. These choices are linked to the intensity and nature of the intra-industry rivalry and finding new balance of cooperation and competition in the industry. The study aims to contribute to the literature by providing a rich contextual understanding of the industry evolution over the transition period. We apply classic industry analysis to investigate key driving forces of the competition. On another hand, we focus on how industry players select the governance mechanism, replacing previously existing centrally planned system. The findings of the study demonstrate persistent heterogeneity within selected industry, resulting in substantial differences in the nature and the process of industry evolution.