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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.
Snegirev A., Selskiy A., Кубанцева Е. В. et al., В кн.: Цифровая клиентоцентричность. Как современные технологии помогают компаниям и государству сделать шаг навстречу потребителям.: М.: ИСИЭЗ ВШЭ, 2026. Гл. 1 С. 21–69.
Added: June 26, 2026
Zhuravlev A., Shuranova A., Vasenyova E. et al., M.: SKOLKOVO Moscow School of Management, 2024.
Emerging markets have driven global economic growth over the past two decades. This report bridges academic studies and business briefs, assessing the development status of emerging markets and providing tools for evaluating their growth. The report includes the Emerging Markets Decoded (EMD) Index by the Moscow School of Management SKOLKOVO, covering 114 countries and categorizing ...
Added: June 27, 2024
Rebiazina V. A., Gulakova O., В кн.: ТРАНСГРАНИЧНЫЕ РЫНКИ ТОВАРОВ И УСЛУГ: ПРОБЛЕМЫ ИССЛЕДОВАНИЯ V Международная научно-практическая конференция.: Владивосток: Издательство ДВФУ, 2023. С. 16–20.
The concept of customer orientation (CO) emerged as an integral part of the marketing concept in the 1990s. The goal of the study is to develop CO evaluation tool, considering the specifics of the Russian market. This research illustrates the stages of CO concept evolution, describes a multi-level approach to CO understanding and a multidimensional ...
Added: December 4, 2023
Agyei S. K., Umar Z., Bossman A. et al., Emerging Markets Review 2023 Vol. 56 Article 101049
We examine the static and time-varying spillovers between global commodity sectors, economic news sentiment, and sub-Saharan African (SSA) equities. In a time-varying parameter vector autoregressions spillover connectedness approach, we find that: (i) there are significant spillovers between SSA equities, economic news sentiment, and global commodity sectors; (ii) the connectedness evolves across different times and is ...
Added: August 31, 2023
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
M.: St. Petersburg State University Graduate School of Management, 2022.
Added: October 8, 2022
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
Daviy A., Rebiazina V. A., Смирнова М. М., , in: GSOM EMERGING MARKETS CONFERENCE 2016.: St. Petersburg: St. Petersburg State University Graduate School of Management, 2016. P. 113–122.
Exploring the relationship with partners is one of the fruitful topics for academic researchers. Although most of our knowledge in this field is based on researches conducted in offline sphere, doing research in online may provide the great source of new data and contribute to reassessment of established models and marketing practices. The Internet audience ...
Added: June 30, 2021
Rebiazina V. A., Gulakova O., , in: GSOM Emerging Markets Conference 2017. Book of abstracts.: Saint Petersburg State University, 2017. P. 314–316.
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 ...
Added: June 30, 2021
Смирнова М. М., Rebiazina V. A., , in: ANNUAL GSOM EMERGING MARKETS CONFERENCE 2019.: St. Petersburg: St. Petersburg State University Graduate School of Management, 2019. P. 278–280.
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 ...
Added: June 30, 2021
Arkhipov 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
Gulakova O., Вестник Московского университета. Серия 6: Экономика 2021 № 2 С. 73–117
Customer orientation as one of the mainstream concepts of contemporary marketing has been actively developed since 1990s. The purpose of the article is to develop a conceptual model of customer orientation relationships in a company based on a systematic analysis of existing studies and their adaptation to practical use. As a result of the analysis, ...
Added: May 20, 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
/ Series "Russian Journal of Money and Finance". 2019. No. 3.
We study a small open economy New Keynesian model calibrated to the Russian economy with a banking system that trades secured and unsecured debt. Firms endogenously default on their unsecured debt obligations over the business cycle. We examine the effectiveness of four alternative countercyclical policies that respond to the growth in unsecured credit in the ...
Added: October 29, 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
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
Ljubica J., Cambridge: Cambridge University Press, 2021.
The transformation of emerging markets in recent decades has generated a new, growing, and very large middle class market, also known as the middle of the pyramid. This market segment, which is middle by the standards of emerging markets yet low by the standards of advanced economies, is extremely attractive for firms, but still understood ...
Added: March 28, 2019
Oyner O. K., Метелева Ю. И., Цыганкова Ю. М. et al., Вестник Московского университета. Серия 6: Экономика 2018 № 2 С. 94–117
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: October 9, 2018
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
Gulakova O., Rebiazina V. A., Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2017 Т. 16 № 3 С. 398–423
Customer orientation in the emerging markets and its specifics represent a separate field within the marketing research. The purpose of this paper is to explore the real or declared nature of customer orientation of companies operating in the Russian market as an example of the emerging economy. The paper introduces the customer oriented business process ...
Added: October 24, 2017