GSOM Emerging Markets Conference 2017. Book of abstracts
IV International Research GSOM Emerging Markets Conference-2017 was held on October 5-7, 2017 at Graduate School of Management of St. Petersburg State University. The conference is an important platform for discussing a wide variety of research in the context of emerging markets. In 2016 the conference was attended by more than 430 participants – researchers from 60 leading universities from Europe, Russia, India, UK, USA, China, Brazil and other countries, business practitioners and representatives of state authorities and regulatory bodies. Conference working language is English.
This paper investigates limiting and driving factors influencing e-commerce market development in Russia from the consumer perspective. The paper gives a theoretical framework for analysis factors affecting e-commerce development. It also provides an overview of the current Russian e-commerce market development. To identify limiting and driving factors of the internet retailing market development in Russia from the consumer perspective, a quantitative survey was applied. The total sample of 884 respondents was composed of consumers who are experienced in buying goods or services via internet. The findings reveal factors that drive and impede consumer participation in the e-commerce market in Russia. Among the most noticeable factors are security risks and privacy concerns, and trustworthiness and transparency of e-commerce market players.
This paper explores the nature of sharing economy in Russia and aims to elaborate directions of development and dimensions of collaborative consumption in the context of the Russian market. The paper gives a theoretical framework for analysis of factors affecting collaborative consumption. It also provides an overview of the current sharing economy market development in Russia. The study includes the following sharing economy branches: car sharing, taxi sharing, things sharing, skills sharing, redistribution markets, ridesharing, and short-term flat rental. To identify limiting and driving factors of the sharing economy market development in Russia, a quantitative survey was applied. The total sample of 1.466 respondents was composed of adult Internet users, which own smartphone and use it to access the web. The findings reveal factors that drive and impede consumer participation in collaborative consumption in Russia, as well as directions of sharing economy development.
Customer orientation (CO) in emerging markets and its specifics represent a separate field within the marketing research. The objective of this paper is to explore the CO nature by conducting empirical test of business processes of customer oriented firms in the Russian market. The paper represents the CO business processes framework, developed on the basis of the main existing research. To test the developed CO framework 61 in-depth interviews have been conducted with the representatives of firms operating in the Russian market. The findings reveal the declared nature of CO in the Russian market as the CO values are declared by the firms, but there is a lack of CO business processes needed for real CO implementation.