Is Customer Orientation of the Russian Companies Real or Declared?
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.