?
Investigation of contemporary marketing practices: A Modeling Approach
This paper explores the connection between marketing practices and financial indicators in the Russian emerging market, based on the methodology known as Contemporary marketing practices project (CMP) developed at Auckland University, which helps to generalize marketing practices and classify them.
Extending current research, I identify the marketing styles that are associated with best financial practices at Russian firms. Comparative marketing practices in developed countries are introduced along with current research on emerging markets. This study does not explain practice, but identifies the characteristics that can be used in models and for understanding how styles can differ across markets.
I intend to use the data provided by the research project on marketing practices carried out in NRU HSE. The data was collected in 2013; it uses standardized questionnaire and groups of organizations that are identified by cluster analysis (it uses the translation into Russian of standardized on-line questionnaire from CMP project). I am going to examine more closely the relation between firms financial performance in each particular type of practices by LISREL. I am going to get information about financial performance from SPARK database. I expect that there will be strong connection between marketing type and firm’s financial indicators. Moreover, there will be industries, which have not got such relationship. I will test the hypothesis that there is correlation between different marketing types and organizations‘ performance success. (H1) More successful companies will be in relational or hybrid clusters. (H2) There is no relationship between marketing type and financial results in B2B goods sector. (H3)
Taking a comparative framework, as this thesis does, and setting Russian practice in two contexts, that of European practice and that of emerging markets, is supposed to yield new important information about potential linkages between the type of marketing practice and productivity and explain why the Russian situation is different from that in Europe. In its broadest significance, this thesis clarifies how the usage of relational and transactional marketing can differ in outcome among different countries and how to measure marketing activities of the company. Moreover, the database, which will be collected in the research, is planned to be a ground for benchmarking, which is one more benefit for entrepreneurs.
In book
