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Market orientation, integrated marketing communications, and small and medium-sized enterprises (SMEs) performance: A comparison between developed and developing economies
European Research on Management and Business Economics. 2024. Vol. 30. No. 3. Article 100260.
Drawing on dynamic capabilities theory, the study aims to contribute to the existing literature by investigating the mediating role of integrated marketing communication (IMC) in the relationship between market orientation (MO) and customer-related and market performance. Specifically, it focuses on understanding how IMC operates as a strategic tool for small and medium-sized enterprises (SMEs) in the international environment. The research uses data from 422 SMEs and large firms in both developed and developing economies. Hypothesis testing was conducted using structural equation modelling (SEM). The results show that IMC, as a dynamic capability, enhances the positive impact of MO on customer-related and market performance in both developed and developing economies. The firm's size moderates this mediation effect; however, the moderation varies depending on the economy type. In the developing economy, IMC mediation is stronger for SMEs than large firms, whereas in the developed economy company size doesn't impact IMC mediation. This research contributes to the marketing communications and business management theory, particularly by expanding the knowledge of the unique context of SMEs in developing economies. The practical implications of the study are particularly relevant for SMEs managers operating in diverse economic contexts, providing actionable insights that can inform decision-making and marketing strategies for SMEs.
Buchko A., Peresetsky A., HSE Economic Journal 2025 Vol. 29 No. 3 P. 383–406
In recent years cryptocurrencies have gained popularity: institutional and retail investors as well as different trading companies started positively looking at crypto assets. As a result, the convergence level between cryptocurrencies and the traditional markets has changed a lot. Stocks deserve close attention because they are a key asset for many investors. This article explores ...
Added: September 17, 2026
М.: Московский Политех, 2026.
Основной целью конференции является освещение проблем, связанных с внедрением технологий искусственного интеллекта в управление городским хозяйством города Москвы. Участниками были представлены инновационные решения для оптимизации использования ресурсов и городской инфраструктуры. Особое внимание было уделено решению задач прогнозирования и аналитического моделирования для повышения эффективности работы городских систем.
Тезисы докладов содержат разностороннее исследование теоретических и практических вопросов развития ...
Added: September 16, 2026
Abdullaev A., Sivaev S., Regional Research of Russia 2026 Vol. 16 No. 3 P. 518–530
The article examines the specific features of implementing regional programs of targeted social support for housing and communal services payments in Russia. The aim of the study is to identify differences between the federal subjects in key parameters of the program, targeting and coverage of households with housing subsidies, as well as in the results of ...
Added: September 16, 2026
Gokhberg L., Abdrakhmanova G., Kutsenko E. et al., Вопросы статистики 2026 Т. 33 № 4 С. 5–20
This article examines the methodological and practical issues associated with the transition to the new edition of the All-Russian Classifier of Economic Activities (OKVED) – OKVED3. The relevance of the study stems from the need to reflect contemporary structural changes in the economy, related to the transformation of the existing economic activities and emergence of ...
Added: September 15, 2026
Makarov I. A., Россия в глобальной политике 2026 Т. 24 № 4 (140) С. 164–182
Три с половиной года остаётся до 2030-го – окончания срока реализации Целей устойчивого развития (ЦУР) – главной международной инициативы, устанавливающей долгосрочные ориентиры для будущего человечества. Уже очевидно, что она провалилась: преодоление бедности, решение экологических проблем и построение инклюзивного и справедливого общества остались красивой мечтой. Кто-то может воспринимать ЦУР как памятник человеческой наивности. Но надо понимать, что эта ...
Added: September 14, 2026
Fedorova E., Ledyaeva S., Stepanov V., International Review of Economics and Finance 2026
This study investigates the influence of low-quality information, specifically fake news, on short
term stock returns, contributing to the discourse on signal theory and behavioral economics.
Employing a machine learning approach, the authors developed a robust fake news dataset from
publicly available sources. Sentiment analysis was conducted using a FinBERT model fine-tuned
for stock market contexts, alongside extensive dataset ...
Added: September 12, 2026
Карпова Д. А., Sizova I., Gordin V. E., Креативные индустрии 2026 Т. 2 № 2 С. 10–31
This article examines the musealisation of industrial heritage and its role in regional and corporate branding. The relevance of this study stems from deindustrialisation processes, the growth of industrial tourism, and the need to preserve historical memory, which is particularly important in the context of Russian realities—the lack of a legal definition of the concept ...
Added: September 9, 2026
Veselova L. S., Морозова В. С., Дарчиева А. А., Управленец 2026 Vol. 17 No. 4 P. 66–78
На фоне развивающихся торгово-экономических отношений между Россией и Китаем российские десерт- ные бренды получают новые возможности для выхода на китайский рынок. Однако их присутствие ограничено преи- мущественно приграничными регионами, а продвижение сдерживается недостаточной адаптацией к социокультурным особенностям китайских потребителей. Статья посвящена разработке практических рекомендаций по формированию стратегии адаптации российских десертных брендов к специфике китайского рынка. ...
Added: September 9, 2026
Kilinc-Ata N., Warong M. M., SN Business & Economics 2026 Vol. 6 Article 326(2026)
Green transitions are widely expected to attract cleaner capital and accelerate decarbonization; however, emerging-economy evidence increasingly challenges this assumption. This study examines the dynamic relationship between energy transition indicators and capital inflows in BRICS+ economies over the period 1996–2022, explicitly testing the “Green Haven” hypothesis under conditions of global uncertainty. Unlike much of the existing ...
Added: September 9, 2026
Shokhin A. N., Великанова А. А., Косарева А. О., Бизнес. Общество. Власть 2025 № № 3(57) С. 85–94
This article examines the role of youth technological entrepreneurship in the context of digital transformation and sanction pressure on the Russian economy. It analyzes key government support measures, including educational programs, accelerators, grant mechanisms, and tax incentives. The article provides recommendations for improving the support infrastructure, such as enhancing mentorship programs, establishing interdisciplinary labs, and ...
Added: October 31, 2025
Shirokova G., Arsenii Bystrov, Valeria Vlasova et al., Journal of Small Business Management 2025 Vol. 63 No. 5 P. 2386–2421
To achieve and maintain a competitive advantage, small and medium-sized enterprises (SMEs) are forced to constantly reconfigure their business models. This study aims to broaden the understanding of the role business model innovation (BMI) plays in shaping SMEs’ business outcomes and how the strength of this relationship is affected by persistence of a chief executive ...
Added: December 18, 2024
Naidenova I. N., Parshakov P., Smirnov A., Управленец 2024 Т. 15 № 5 С. 22–37
Government support measures help companies overcome various restrictions impeding their growth and development, which is of special relevance for small and medium-sized enterprises (SMEs). These measures, therefore, must reach the target companies and ensure efficient allocation of resources. The article reveals key characteristics of SMEs in Russia that increase the probability of them receiving government ...
Added: November 7, 2024
Muravyev A., Telyatnikov N., Journal of Applied Economic Research 2024 Т. 23 № 3 С. 801–832
Companies with complex equity structures formed by issuing shares of different types are a common phenomenon in developed and developing economies, including Russia. However, the causes and consequences of companies choosing such equity structures are not well understood. In particular, neither theory nor empirical studies give a clear
answer to the question of the impact of such equity structures ...
Added: September 10, 2024
Henock Semaw Melesse, Dmitrii Mikhailovich Knatko, Heliyon 2024 Vol. 10 No. 15 Article e35497
The study examine the performance implications of different strategic orientations and the complex interplay between the two prominent strategic orientations and strategic capabilities in impacting firm performance. ...
Added: August 4, 2024
Butkovskaya V., Olga Oyner, Sergey Kazakov, Journal of Economics, Finance and Administrative Science 2023 Vol. 28 No. 56 P. 319–334
This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction). The customer data from 260 surveys were analysed using structural equation modelling (SEM). The data were collected from the emerging economy in the Moscow region (Russia). The results reported that IMC ...
Added: March 18, 2024
Sharko E., Rebiazina V., Vestnik of Saint Petersburg University. Management 2023 Vol. 22 No. 4 P. 476–493
With the growth of digitalisation, more forms of innovative activity of companies emerge; it increases the interest of researchers to the relevance of introducing the concept of servitization in business functioning in an online environment. The problem is in a fragmentary nature of the existing studies since no general definition of the phenomenon of “servitization” has been formed yet. ...
Added: December 22, 2023
Tsatsenko N., Journal of Agriculture and Environment 2020 No. 2 (14)
This paper raises the question of how SME development can be embedded into the process of structural change. The linkages between various transformations’ processes aimed at enhancing the role of SMEs in two countries in the Sub-Saharan African region as a new growth opportunity are highlighted. In addition, under rapidly changing economic conditions, small and ...
Added: October 31, 2022
Kosov M., Sigarev A. V., Popkov S. Y. et al., Journal of Advanced Research in Law and Economics 2020 Vol. 11 No. 1 (47) P. 99–106
Subject. State support for the country's economy, especially the support for its high-tech sector, is of great importance during a crisis.
State guarantees are also one of the key instruments of state support for investment activity in Russia. Significant successful practice of using this instrument has been accumulated in Canada, Spain, the Netherlands, the USA, Turkey, ...
Added: October 25, 2022
Kolchinskaya E., Limonov L. E., Stepanova E., Regional Research of Russia 2022 Vol. 12 No. 2 P. 204–214
Despite the fact that economic clusters are a relevant topic in the world research literature, the specifics of their development in countries with a former planned economy have not been sufficiently studied. The article examines the effect of industrial enterprises working as part of a cluster in Russia. The main research method is regression analysis ...
Added: September 20, 2022
Kumar Singh S., Del Giudice M., Chiappetta Jabbour C. J. et al., Business Strategy and the Environment 2022 Vol. 31 No. 1 P. 500–514
This study examines direct and indirect effects among stakeholder pressure, green dynamic capabilities, green innovation, and performance of emerging market small and medium-sized enterprises (SMEs). Using survey questionnaires, we collected multisource data from 248 SMEs in the manufacturing sector. We used the partial least squares (PLS) path modeling approach (PLS-PM) to examine the hypotheses of ...
Added: September 12, 2022
Shirokova G., Shatalov A., Management Research Review 2010 Vol. 33 No. 5 P. 484–498
Purpose
The purpose of this paper is to discover factors of new ventures performance in Russia and to combine them in a model which describes the influence of these factors on the performance of a new venture.
Design/methodology/approach
A cross‐sectional study of new ventures was conducted by a field survey in six regions in Russia. One‐factor variance analysis ...
Added: August 30, 2022
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
Kazakov S. P., Ruizalba Robledo J. L., European Journal of International Management 2021 Vol. ahead-of-print No. ahead-of-print
This paper examines Internal Market Orientation (IMO) in the context of international businesses (Multinational Corporations, MNCs) that execute international human resources management (IHRM) to manage their workforce overseas. Grounded in conventional IMO theory, this study suggests a novel iIMO framework that introduces the utilisation of ICTs in IMO and sets business performance metrics as an ...
Added: May 2, 2021
Земцов С. П., Chepurenko A., Баринова В. А. et al., Вопросы экономики 2020 № 10 С. 44–67
Nowadays the unpredictability and nonlinearity of macroeconomic processes are growing, due to the technological changes, the increasing economic complexity, and the environmental risks. The development of small and medium- sized enterprises (SMEs) is considered as one of the tools for adapting to these processes. The decline in entrepreneurial activity can finally lead to long-term consequences. ...
Added: March 25, 2021