Современный менеджмент: проблемы, гипотезы, исследования. Вып.6 [Электронный ресурс]: Сборник научных трудов
This paper proposes a plan of an empirical study of the co-creation experience and its impact on customer satisfaction and loyalty in the experience industry in the emerging market. The research will investigate new ways to involve a consumer directly in the value chain development, as well as different tools to improve customer satisfaction and loyalty. This study is important because the existing models and concepts in marketing, in particular the concept of co-creation, can be tested in the emerging markets in order to push the boundaries of the existing theory.
In recent decades, the interest in research emerging markets is actively growing. Companies in emerging markets (such as Russia) copy the business models of companies in developed markets, but this behaviour does not lead to the same results. Companies should use a different path of development, thus researches goal is to highlight the features of advanced and emerging countries. In this work we study marketing in the Russian market. The paper examines the state of marketing practices in Russia with the help of the international project methodology Contemporary marketing practices (CMP), developed at Auckland University. This methodology allows to describe and classify existing market practices. The instrument of investigation is CMP’s questionnaire, which was translated into Russian. The questionnaire examines the company to one of the types of marketing: transaction marketing, database marketing, interactive, internet marketing and network, or to the intersection of these types. The paper describes existing practices in the Russian market by cluster analysis. Moreover, the paper presents cross-country comparison among CMP’s studies. In this paper, there is no explanation of the reasons for these results, but it puts forward a number of hypotheses to be tested in the future study.