Building and developing customer relations in the emerging Russian market. The case of Finnish companies

2012.

Rozhkov A.

Current paper brings into consideration the issue of building and developing customer relations in emerging Russian market. Usually multinational companies enter Russian market and try to apply here their business solutions developed in mature markets. Many researchers argue that emerging markets require customer education rather than customer orientation. We develop a complex model of customer orientation and relationship development and test it on the Russian subsidiaries of Finnish construction companies. Qualitative study based on in-depth interviews with middle- and top-managers suggests that processes of customer relations differ dramatically from those established in European market.

Keywords: маркетинг, marketing, ориентация на клиента, customer orientation, Finnish companies in Russia, финские компании в России