The Dynamics of a Marketing Orientation in Transition Economies: A Study of Russian Firms

Peggy A. Golden · Patricia M. Doney · Denise M. Johnson · Jerald R. Smith

96 citations0/0 files storedJournal of International Marketing

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Marketing and Advertising Strategies International Business and FDI Innovation and Knowledge Management

Abstract

This article reports the results of a cross-sectional data collection in four Russian cities. The objective of the research is to ascertain whether, during the evolution of marketing in a transition to a free market, firms exhibit similar behaviors observed in well-established free-market economies. Structured interviews were conducted with 200 owner/managers of Russian firms. Structural equation modeling was used to test whether environmental turbulence results in a change in marketing orientation, ensuing use of marketing strategies, and improved firm performance. Although the model generally followed Western trends, there were important differences in the effectiveness of pricing and promotional strategies.

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References

1991Structural Equations with Latent Variables.1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1988An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1984Dimensions of Organizational Task Environments 1962Strategy and Structure: Chapters in the History of the American Industrial Enterprise 1988Assessing Advantage: A Framework for Diagnosing Competitive Superiority

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