Do the Same Customer Orientation Principles Apply to B2B Firms?
This paper explores the specifics of B2B firms’ CO on the example of Russia’s emerging market. The empirical survey of 272 and interviews with 63 B2B firms represents the platform for applying well-established CO measurement tools as an integrated complex measure. The results of data analysis indicate a critically important aspect of CO, which helps to differentiate the customer oriented firms from those with “declared” CO. The results of the qualitative part of the study provide an in-depth perspective into the link between the “location” of CO-related business processes or their stages and the perception of the CO concept.