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Customer orientation in emerging markets: concepts and empitical tests
Ch. 10. P. 170-191.
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.
Publication based on the results of:
In book
Massachusetts : Edward Elgar Publishing, 2015
Gulakova O., Rebiazina V. A., Смирнова М. М., Russian Management Journal 2019 Vol. 17 No. 1 P. 71-96
While the field of customer orientation (CO) has been studied extensively since the 1990s,
there have hardly been any attempts to revisit the concept for the specifics of B2B markets,
especially in the context of emerging economies. This paper explores the peculiarities of B2B
firms’ CO on the example of Russia. The empirical survey of 272 Russian B2B ...
Added: August 27, 2019
Rebiazina V. A., Смирнова М. М., , in : 2018 Global Marketing Conference at Tokyo Proceedings. : Yonsei University, 2018. P. 951-959.
Specifics of emerging markets raise some questions on the applicability of well-established marketing concepts and scales, widely used in the developed markets, in the context of emerging markets. Over the past twenty years emerging markets have remained one of the main focus of marketing research. The interest of the researchers to the emerging markets is ...
Added: October 2, 2019
Смирнова М. М., Rebiazina V. A., Rozhkov A., , in : Listening to consumers of emerging markets. Proceedings of the 2014 Annual Conference of the Emerging Markets Conference Board January 9–11, 2014. : New Delhi : IIM LUCKNOW Noida Campus, 2014. Ch. 157. P. 791-796.
The present article is focused on customer orientation (CO) in the emerging Russian market. We use existing CO measurement scales and conduct EFA and CFA data analysis procedures to get insights into CO cosntruct in Russian companies. ...
Added: February 10, 2014
Уилсон У., Ushakov N., / Московская школа управления СКОЛКОВО. Серия 11-01 "Тематический доклад IEMS". 2011. № 1.
Хотя термин «быстроразвивающиеся рынки» существует уже примерно тридцать лет, только в прошлом десятилетии он стал практически общеизвестным. По некоторым подсчетам, сегодня к этой категории относится более ста стран, расположенных на четырех континентах. В последние годы огромное внимание уделяется «старым» странам с быстроразвивающимися рынками — БРИК (Бразилия, Россия, Индия и Китай), — но все больше транснациональных ...
Added: March 20, 2013
Polinskaya G., Мир современной науки 2012 № 2 С. 6-17
In this article described methodology for evaluation and forecasting of Russian IT-services market state based on average revenue of market participants depending on types of services provided. This methodology allows to increase precision of market estimation and make several important conclusions about its current state and trends. ...
Added: December 3, 2012
Pyrlik V., Eurasian Economic Review 2014
A significant number of recent studies of the financial markets dynamics focus on the question of the market crashes detection and predictability. However, most of them study major critical events on the largest world markets. In this paper we study predictive power of autoregressive conditional duration models in forecasting durations between sequent significant falls of ...
Added: October 24, 2013
Dranev Y., Корпоративные финансы 2013 Т. 28 № 4 С. 114-124
A large number of research papers on relation between currency risk and firms’ value have been published during last several decades. Researches acknowledged that currency risk could be a pricing factor. We follow models’ developments under the framework of asset pricing theory and come to a conclusion that dynamic and asymmetric international asset pricing models ...
Added: February 19, 2014
Pirogov N., Бобрышев Н. А., Корпоративные финансы 2009 Т. 10 № 2 С. 40-56
Статья представляет результаты эмпирического исследования агентских издержек на российском и восточноевропейском рынках. В качестве измерителей агентских издержек внутри компании выступают прокси-переменные, которые позволяют измерить влияние структуры собственности, состава совета директоров и банковского мониторинга. Результаты, полученные на выборке, состоящей из 131 компании, позволяют сделать выводы о том, что определенные аспекты агентской теории справедливы для российских компаний. ...
Added: November 7, 2012
Ivashkovskaya I., Ponomareva O., Journal of Corporate Finance Research 2008 Т. 2 № 4 С. 5-22
В статье представленные результаты эмпирического исследования операционной эффективности после IPO компаний в России и на других развивающихся рынках. Мы исследовали зависимость между мотивами первичного размещения и влияния размещения на операционную эффективность после IPO. В отличие большинства работ посвященных данной теме, мы не выявили снижения операционной эффективности России и Казахстана поле размещения. Ключевые слова: первичное размещение, ...
Added: November 6, 2012
Дехтярук Ю., Карышев И., Кораблева М. et al., Форсайт 2014 Т. 8 № 2 С. 30-45
The shipbuilding sector’s multiple contributions to the social and economic development, as well as to science and technology, of major maritime countries mean that the sector attracts strong interest of entrepreneurs, researchers, and government agencies. Meanwhile the diverse forms of inter-industrial interaction, and specific aspects associated with building high-technology vessels require significant investments. Hence that is a significant challenge in a context ...
Added: July 2, 2014
Kotelnikova Z., / Высшая школа экономики. Series SOC "Sociology". 2014.
The majority of Russians believe that counterfeit alcohol may cause death. Nevertheless, alcohol is a common target of counterfeiting in contemporary Russia as are branded clothes, accessories and audio products. This paper aims to reveal whether counterfeit alcohol consumers are distinctive in terms of structure and culture. It investigates the prevalence and structure of counterfeit ...
Added: August 8, 2014
Уилсон У., Ushakov N., / Московская школа управления СКОЛКОВО. Серия 11-01 "Обзоры IEMS". 2011. № 11-01.
В последние годы на мировых рынках сырой нефти наблюдается становление принципиально новой парадигмы. Стагнирующий спрос в богатых развитых странах, которые исторически были крупнейшими потребителями сырой нефти, с избытком компенсируется возросшим спросом стран с формирующимся рынком. По сравнению с последним минимумом, достигнутым в феврале 2009 года, цены на нефть выросли почти в три раза, и это ...
Added: March 20, 2013
Vera A. Rebiazina, Olga A. Tretyak, / Высшая школа экономики. Series MAN "Management". 2014. No. WP BRP 21/MAN/2014.
Previous research has shown that emerging markets represent a significant part of the world economy and are expanding their share. However, they are still not well examined in the marketing field. Russia is especially neglected in the academic discussion of overall marketing strategy. Previous research indicates that the model of “Contemporary marketing practices” (CMP) is ...
Added: October 6, 2014
Kazakov S. P., Worldwide Hospitality and Tourism Themes 2016 Vol. 8 No. 3 P. 296-309
Purpose
The purpose of this paper is to study the impact of market orientation on a companyµs business performance in a service industry using one of the emerging markets as a research setting.
Design/methodology/approach
The examination of two recognized MKTOR and MARCOR market orientation concepts in this paper led to the development of a market orientation model in ...
Added: September 20, 2016
Smirnova M., Rebiazina V. A., Frosen J., Journal of Business Research 2018 Vol. 86 No. C P. 457-467
This study revisits one of the most widely used concepts in marketing - customer orientation (CO) - in the context of the Russian emerging market. Analysis of three sets of survey data, combined with insights from in-depth interviews with industry experts, suggest that customer orientation in the Russian market consists of two distinct dimensions: customer-centric ...
Added: February 25, 2018
Oxford : Oxford University Press, 2019
Emerging Markets are the primary source of growth for business in the 21st century. This makes an understanding of managing businesses in emerging markets a fundamental building block for competing in today's global economy. This book's approach is to identify key elements of the business systems and competition in emerging markets around the world, and ...
Added: March 28, 2023
Oyner O. K., Метелева Ю. И., Цыганкова Ю. М., Вестник Московского университета. Серия 6: Экономика 2018 № 2
This paper focuses on the customer orientation and considers an evolution of this notion, its modern interpretation, and conceptual model of customer-centric business approach. The main goal is to identify and classify the attributes of customer-centric approach. The subject of our study is a customer-centric approach, and the objects are attributes of this approach. As ...
Added: February 28, 2018
Dranev Y., Babuskin M., / Высшая школа экономики. Series FE "Financial Economics". 2014.
This work contributes to the literature on exchange-rate exposure in emerging markets. We studied datasets of exchange-listed companies from four BRIC countries and discovered that exchange rate movements in the US dollar and euro affected more than 10% of these firms between 2003 and 2013. The most interesting finding of this research is that ...
Added: February 6, 2014
Arhipov A. V., Arkhipova N., Karminsky A. M., , in : Risk Assessment and Financial Regulation in Emerging Markets' Banking: Trends and Prospects. : Springer, 2021. P. 3-31.
Added: June 12, 2021
Aray Y., Knatko D., Ray S., St. Petersburg : Graduate School of Management, St. Petersburg University, 2020
The case discusses the marketing dilemma faced by the Russian social enterprise, Snegi. Snegi promotes traditional Russian boots called Valenki-s, now produced with new age design and in a socially responsible way. The brand has received good response since its inception in 2015. While some customers like the product for its resemblance to Valenki and ...
Added: January 29, 2021
Kotelnikova Z., / Высшая школа экономики. Series SOC "Sociology". 2013. No. 22.
The core idea of the paper is to put social embeddedness of economic phenomena as a key economic sociology’s concept at the heart of empirical research. The author stresses the importance of taking into account the temporal dimension of the market exchange. It is shown that continuation of exchange relationships can be considered as a ...
Added: September 16, 2013
Pirogov N., Волкова Н. Н., Корпоративные финансы 2009 Т. 12 № 4 С. 57-78
В статье представлены результаты эмпирического исследования дивидендной политики компаний таких крупных развивающихся рынков, как Россия, Индия и Китай, в период с 1995-го по 2008 год. Результаты исследования показали, что дивидендная политика каждого развивающегося рынка индивидуальна и ключевые драйверы в ее определении различны. Дивидендная политика компаний в до- и посткризисные периоды (дефолт в России в 1998 ...
Added: November 14, 2012
Karminsky A. M., Grishunin S., , in : Risk Assessment and Financial Regulation in Emerging Markets' Banking: Trends and Prospects. : Springer, 2021. P. 67-92.
Ratings in emerging markets can serve as part of the early warning systems to reflect the weak signals of potential risks to the entity from the environment. Emerging markets have specific features that rating agencies usually consider in judgments of their credit ratings. They are underpinned by the higher volatility, exposure to sovereign issues, weaknesses ...
Added: October 5, 2021