title: Is customer orientation of companies in the Russian market real or declared?
metadata.name: dc.contributor.author
metadata.value: Gulakova, Olga V.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Rebyazina, Vera A.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2017-10-10T16:20:27Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2017-10-10T16:20:27Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2017-09
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Gulakova O. V., Rebiazina V. A. Is customer orientation of companies in the Russian market real or declared? Vestnik of Saint Petersburg University. Management. 2017, vol. 16, issue 3, pp. 398–423.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/11701/spbu08.2017.303
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/8465
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: 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 original framework, developed on the basis of existing research analyses. The objective of this research is met by conducting empirical test of existence or absence of customer oriented business processes within companies. To reveal the existence or absence of customer oriented business processes, 61 indepth interviews with representatives of the companies operating in the Russian market have been conducted. The interviews have been analyzed applying a content analysis, which allows systematic study of the semantic data received from in-depth interviews. A mixed-method approach is applied to investigate in detail the specifics of customer orientation of Russian companies. The findings indicate the declared nature of customer orientation in the Russian market as the customer orientation values are often just declared by companies, but still there is a lack of customer oriented business processes needed for its real implementation. Research limitations include the limitations of the qualitative method approach. The sample of 61 companies cannot be representative for the whole general population of Russian companies. The paper provides researchers and practitioners with the insights into customer orientation specifics existing in the Russian market. This paper sheds the light on the specifics characteristics of customer orientation in the Russian market named declared customer orientation. This notion is helpful for foreign companies entering the Russian market. The previous research has shown that the customer orientation concept is not well-studied in the context of the emerging Russian market. This analysis proves that the declared but not the real nature of customer orientation exists in the Russian market.
metadata.lang: en_GB
metadata.name: dc.description.sponsorship
metadata.value: The research was realized within  the framework of the Research Program of the National Research University "Higher School of Economics (HSE)" Faculty of Business and Management in 2017.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 16; Issue 3
metadata.lang: -
metadata.name: dc.subject
metadata.value: customer orientation
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: business processes
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: qualitative research
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: emerging markets
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Russia
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Is customer orientation of companies in the Russian market real or declared?
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 03-Gulakova.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/8465/1/03-Gulakova.pdf
resources.format: Adobe PDF
resources.size: 318,96 kB