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Regular version of the site

Book chapter

Customer orientation in emerging markets: concepts and empitical tests

P. 170-191.
Rozhkov A., Smirnova M. M., Rebiazina V. A.

Customer orientation (CO) is a basic marketing concept that has been discussed within the marketing discourse since the 1950s. It suggests that a company should identify and satisfy customers’ needs to maximize customer equity, thus extending business objectives from profit generation to non-financial goals. It can be described as a strategic orientation with focus on developing relationship building and customer awareness capabilities in order to achieve higher business performance. In this chapter we review the CO concept in general, provide insights on its implications in emerging markets and develop propositions for framing future research on CO in emerging markets.

In book

Edited by: B. L. Kedia. Massachusetts: Edward Elgar Publishing, 2015.