Customer Orientation of B2B Firms in Emerging Markets: Evidence from Russia

Гулакова, О. В.; Rebiazina, Vera; Smirnova, Maria

doi:10.21638/spbu18.2019.104

Cited by 3 publications

(1 citation statement)

References 58 publications

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“…Finally, the differences in customer orientation between the Polish exporting and non-exporting B2B SMEs should be underlined. It can indicate Polish entrepreneurs' similarities to the Russian managers studied by Gulakova et al (2019), who still lack a proper customer orientation. As customer orientation is of extraordinary importance in the B2B relationships (Singh and Koshy, 2011; Gould et al , 2016; Li-Wei et al , 2017), Polish B2B SMEs, especially the non-exporting ones, should work on its improvement.…”

Section: Discussionmentioning

confidence: 96%

Entrepreneurial marketing orientation of the Polish and Finnish SMEs and its environmental determinants

Kowalik

Danik²,

Pleśniak³

2022

JBIM

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Purpose The entrepreneurial marketing orientation (EMO) has been studied primarily in developed countries. The past research has focused on entrepreneurial marketing dimensions and their relationship with selected small- and medium-sized firm (SME) activities, strategic orientations or performance. Scholars have not paid enough attention to the EMO determinants. This study aims to investigate whether the SMEs originating from different countries, including the post-transition market, differ in their entrepreneurial marketing approach and checks its external determinants connected with environmental turbulence. Design/methodology/approach A total of 219 Polish and 81 Finnish manufacturing SMEs, serving mainly business-to-business clients, were surveyed using the mixed-mode computer assisted telephone interview/computer assisted web interview method between 2020 and 2021. Structural equation modelling, multigroup confirmatory factor analysis analysis, analysis of variance and T-tests were applied. Findings The metric and partial scalar invariance of the EMO scale used in Finland and Poland was found. The authors showed that Finnish firms represent a more robust entrepreneurial posture in marketing than Polish ones. The export market turbulence and the perceived crisis influence are the environmental determinants of EMO level, while the industry technological development level is not. Research limitations/implications The conducted analyses allowed to identify EMO determinants, verify the entrepreneurial marketing measurement concept in a new country (Finland) and show the differences in EMO between SMEs from a less and more developed country. Originality/value The existing literature lacks empirical data on the external EMO determinants and inter-country comparisons. This study shows the differences in EMO level of companies from different country backgrounds and points to the market turbulence as its determinant.

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Section: Discussionmentioning

confidence: 96%

Entrepreneurial marketing orientation of the Polish and Finnish SMEs and its environmental determinants

Kowalik

Danik²,

Pleśniak³

2022

JBIM

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Digital marketing and customer orientation as predictors of sustainability in tourism SMES

Tupac Yupanqui Lima,

Liliana Haro-Zea,

Alexander Díaz Saavedra

2024

Innovative Marketing

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Digitalization in the business world is one of the crucial milestones that has generated great expectations and levels of importance in different business sectors, which is why this study aimed to analyze the influence of digital marketing and customer orientation on the sustainability of tourism small and medium-sized enterprises (SMEs) in Cusco, Peru. For the generation of the items, an evaluation of the sufficiency, coherence, clarity, and relevance was made by means of an expert panel of five professionals and five academics from the area of marketing and sustainability from three countries (Colombia, Peru, and Mexico), who have more than 20 years of experience. The fieldwork was carried out through convenience sampling with 516 companies in the tourism sector. The data were collected through a survey online in Google Forms, distributed through social networks: WhatsApp, Instagram, Facebook, LinkedIn, and email in Cusco, Peru, during July and August 2022. The confirmatory analysis was performed. In the theoretical model analysis, an adequate fit was obtained, 2 = 303.74, p &lt; .001, IFC = .934, RMSEA = .078, SRMR = .054, with an appropriate internal consistency (digital marketing α = 0.95, customer orientation α = 0.96, sustainability α = 0.90).

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The main directions of customer orientation studying: antecedents, levels and effectiveness

Гулакова

2021

MUEB

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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, the approaches to determining customer orientation are systematized on the basis of two determinants: the level of customer orientation (personal, organizational) and the approach of customer orientation interpretation (value, process). To determine customer orientation, the author uses an integrated approach, which includes value and process characteristics of customer orientation, as it gives companies a more comprehensive understanding for the development of a customer-oriented approach. Within this approach, customer orientation is defined as activities of a company to collect information on existing and potential customers, disseminating this information in the company and developing actions to meet current and future customer needs by creating the highest value. The developed model reflects the relationship between customer orientation and various aspects of company's business and the prerequisites for its development. The data obtained show that customer orientation affects not only performance, but also employees, competitive advantage, customers and the choice of management strategies. The conceptual model allows to take an overall look at customer orientation in the company and devise a plan for its development.

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Customer Orientation of B2B Firms in Emerging Markets: Evidence from Russia

Cited by 3 publications

References 58 publications

Entrepreneurial marketing orientation of the Polish and Finnish SMEs and its environmental determinants

Entrepreneurial marketing orientation of the Polish and Finnish SMEs and its environmental determinants

Digital marketing and customer orientation as predictors of sustainability in tourism SMES

The main directions of customer orientation studying: antecedents, levels and effectiveness

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