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MEASURING CUSTOMER ORIENTATION IN RUSSIAN MARKET: RESULTS OF EMPIRICAL RESEARCH
Alexander Rozhkov,Maria Smirnova,Vera Rebiazina 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.5
The concept of customer orientation (CO) has been studied for quite a long time at first as a major part of market orientation and then as a separate construct. For emerging market the role of CO became paramount with the shift from the planned to the market economy. However, after more than two decades of transition Russian companies are still demonstrating rather a claim of being customer orientation, instead of implementing a long-term orientation towards customer. This paper focuses on reconsidering applying the Narver and Slater (1990) approach to conceptualizing and measuring customer orientation, and its empirical test and validation in the context of Russian economy. This study is based on data from two empirical studies on Russian companies, conducted during the pre-crisis (2008) and post-crisis (2010) period. Our results reveal that existing theory on customer orientation is not fully confirmed by the evidence from Russian companies.
Matevž Rašković,Maria M. Smirnova,Vera Rebiazina,Maja Makovec Brenčič,Zhonghui Ding,Petra Došenović Bonča 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.11
We propose a conceptual model of MO in emerging markets by drawing on industrial organization and economic sociology, and outline factors which can better explain the determinant-strategy-performance relationships in emerging markets. We provide two country examples (Russia and China), and propose future research directions for our conceptual model.
MEASURING CUSTOMER ORIENTATION IN RUSSIAN MARKET: RESULTS OF EMPIRICAL RESEARCH
Alexander Rozhkov,Maria Smirnova,Vera Rebiazina 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
The concept of customer orientation (CO) has been studied for quite a long time at first as a major part of market orientation and then as a separate construct. For emerging market the role of CO became paramount with the shift from the planned to the market economy. However, after more than two decades of transition Russian companies are still demonstrating rather a claim of being customer orientation, instead of implementing a long-term orientation towards customer. This paper focuses on reconsidering applying the Narver and Slater (1990) approach to conceptualizing and measuring customer orientation, and its empirical test and validation in the context of Russian economy. This study is based on data from two empirical studies on Russian companies, conducted during the pre-crisis (2008) and post-crisis (2010) period. Our results reveal that existing theory on customer orientation is not fully confirmed by the evidence from Russian companies.
Matev? Ra?kovi?,Maria M. Smirnova,Vera Rebiazina,Maja Makovec Bren?i?,Zhonghui Ding,Petra Do?enovi? Bon?a 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
We propose a conceptual model of MO in emerging markets by drawing on industrial organization and economic sociology, and outline factors which can better explain the determinant-strategy-performance relationships in emerging markets. We provide two country examples (Russia and China), and propose future research directions for our conceptual model.
REVISITING CUSTOMER ORIENTATION-INNOVATION BALANCE IN SHAPING FIRM PERFORMANCE IN VUCA CONTEXT
Vera Rebiazina,Alexander Krasnikov,Elena Sharko,Maria Smirnova 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Innovative companies after the first and second waves of the COVID-19 pandemic are undergoing significant changes: from new trends in the markets to the growth of remote work in the digital environment. At any stage of development, innovative companies need an adaptive marketing approach to the implementation of the planned strategy. Marketing solutions to the problems of a volatile, uncertain, complex and ambiguous environment (VUCA) in 2023 can rightfully be considered an emergency aid to innovative transformations in emerging markets. The triad “market orientation – innovation – performance” chain has been extended to various innovation types– from technological and product innovation to innovation orientation and capability. Moreover, the market orientation research agenda has, during last 10 years, highlighted customer orientation as a key component of market orientation that drives innovative activities.