IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v86y2018icp457-467.html
   My bibliography  Save this article

Customer orientation as a multidimensional construct: Evidence from the Russian markets

Author

Listed:
  • Smirnova, Maria M.
  • Rebiazina, Vera A.
  • Frösén, Johanna

Abstract

This study revisits one of the most widely used concepts in marketing - customer orientation (CO) - in the context of the Russian emerging market. Analysis of three sets of survey data, combined with insights from in-depth interviews with industry experts, suggest that customer orientation in the Russian market consists of two distinct dimensions: customer-centric strategy and customer service delivery. Both dimensions contribute to firms' ability to serve their customers, adapt to their market environment, and optimize growth and profitability. However, the relative impact of the two dimensions of CO does differ across diverse types of performance outcomes, suggesting that both are critical in a firm's quest to improve its overall business performance.

Suggested Citation

  • Smirnova, Maria M. & Rebiazina, Vera A. & Frösén, Johanna, 2018. "Customer orientation as a multidimensional construct: Evidence from the Russian markets," Journal of Business Research, Elsevier, vol. 86(C), pages 457-467.
    • Handle: RePEc:eee:jbrese:v:86:y:2018:i:c:p:457-467
    DOI: 10.1016/j.jbusres.2017.10.040
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296317304204
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2017.10.040?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Lusch, Robert F. & Boyt, Thomas & Schuler, Drue, 1996. "Employees as customers: The role of social controls and employee socialization in developing patronage," Journal of Business Research, Elsevier, vol. 35(3), pages 179-187, March.
    2. Douglas W. Vorhies & Michael Harker, 2000. "The Capabilities and Perfor Mance Advantages of Market†Driven Firms: An Empirical Investigation," Australian Journal of Management, Australian School of Business, vol. 25(2), pages 145-171, September.
    3. Slater, Stanley F. & Narver, John C., 2000. "The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 69-73, April.
    4. Jones, Eli & Busch, Paul & Dacin, Peter, 2003. "Firm market orientation and salesperson customer orientation: interpersonal and intrapersonal influences on customer service and retention in business-to-business buyer-seller relationships," Journal of Business Research, Elsevier, vol. 56(4), pages 323-340, April.
    5. Subramanian, Ram & Gopalakrishna, Pradeep, 2001. "The market orientation-performance relationship in the context of a developing economy: An empirical analysis," Journal of Business Research, Elsevier, vol. 53(1), pages 1-13, July.
    6. Yaprak, Attila & Tasoluk, Burcu & Kocas, Cenk, 2015. "Market orientation, managerial perceptions, and corporate culture in an emerging market: Evidence from Turkey," International Business Review, Elsevier, vol. 24(3), pages 443-456.
    7. Wang, Cheng Lu & Chung, Henry F.L., 2013. "The moderating role of managerial ties in market orientation and innovation: An Asian perspective," Journal of Business Research, Elsevier, vol. 66(12), pages 2431-2437.
    8. Ho, Joanne & Plewa, Carolin & Lu, Vinh Nhat, 2016. "Examining strategic orientation complementarity using multiple regression analysis and fuzzy set QCA," Journal of Business Research, Elsevier, vol. 69(6), pages 2199-2205.
    9. Frambach, Ruud T. & Fiss, Peer C. & Ingenbleek, Paul T.M., 2016. "How important is customer orientation for firm performance? A fuzzy set analysis of orientations, strategies, and environments," Journal of Business Research, Elsevier, vol. 69(4), pages 1428-1436.
    10. Reed, Kendra & Goolsby, Jerry R. & Johnston, Michelle K., 2016. "Listening in and out: Listening to customers and employees to strengthen an integrated market-oriented system," Journal of Business Research, Elsevier, vol. 69(9), pages 3591-3599.
    11. Rapp, Adam & Trainor, Kevin J. & Agnihotri, Raj, 2010. "Performance implications of customer-linking capabilities: Examining the complementary role of customer orientation and CRM technology," Journal of Business Research, Elsevier, vol. 63(11), pages 1229-1236, November.
    12. Gounaris, Spiros P., 2006. "Internal-market orientation and its measurement," Journal of Business Research, Elsevier, vol. 59(4), pages 432-448, April.
    13. Conduit, Jodie & Mavondo, Felix T., 2001. "How critical is internal customer orientation to market orientation?1," Journal of Business Research, Elsevier, vol. 51(1), pages 11-24, January.
    14. Verreynne, Martie-Louise & Hine, Damian & Coote, Len & Parker, Rachel, 2016. "Building a scale for dynamic learning capabilities: The role of resources, learning, competitive intent and routine patterning," Journal of Business Research, Elsevier, vol. 69(10), pages 4287-4303.
    15. I. T. Jolliffe, 1972. "Discarding Variables in a Principal Component Analysis. I: Artificial Data," Journal of the Royal Statistical Society Series C, Royal Statistical Society, vol. 21(2), pages 160-173, June.
    16. Im, Subin & Hussain, Mahmood & Sengupta, Sanjit, 2008. "Testing interaction effects of the dimensions of market orientation on marketing program creativity," Journal of Business Research, Elsevier, vol. 61(8), pages 859-867, August.
    17. N. Venkatraman, 1989. "Strategic Orientation of Business Enterprises: The Construct, Dimensionality, and Measurement," Management Science, INFORMS, vol. 35(8), pages 942-962, August.
    18. Wood, Van R. & Bhuian, Shahid & Kiecker, Pamela, 2000. "Market Orientation and Organizational Performance in Not-for-Profit Hospitals," Journal of Business Research, Elsevier, vol. 48(3), pages 213-226, June.
    19. Homburg, Christian & Krohmer, Harley & Workman, John Jr., 2004. "A strategy implementation perspective of market orientation," Journal of Business Research, Elsevier, vol. 57(12), pages 1331-1340, December.
    20. Foroudi, Pantea & Melewar, T.C. & Gupta, Suraksha, 2014. "Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting," Journal of Business Research, Elsevier, vol. 67(11), pages 2269-2281.
    21. Erwin Danneels, 2003. "Tight–loose coupling with customers: the enactment of customer orientation," Strategic Management Journal, Wiley Blackwell, vol. 24(6), pages 559-576, June.
    22. Paul D. Ellis, 2006. "Market Orientation and Performance: A Meta‐Analysis and Cross‐National Comparisons," Journal of Management Studies, Wiley Blackwell, vol. 43(5), pages 1089-1107, July.
    23. Greenley, Gordon E. & Hooley, Graham J. & Rudd, John M., 2005. "Market orientation in a multiple stakeholder orientation context: implications for marketing capabilities and assets," Journal of Business Research, Elsevier, vol. 58(11), pages 1483-1494, November.
    24. Najafi-Tavani, Saeed & Sharifi, Hossein & Najafi-Tavani, Zhaleh, 2016. "Market orientation, marketing capability, and new product performance: The moderating role of absorptive capacity," Journal of Business Research, Elsevier, vol. 69(11), pages 5059-5064.
    25. Theoharakis, Vasilis & Hooley, Graham, 2008. "Customer orientation and innovativeness: Differing roles in New and Old Europe," International Journal of Research in Marketing, Elsevier, vol. 25(1), pages 69-79.
    26. Hooley, Graham & Cox, Tony & Fahy, John & Shipley, David & Beracs, Jozsef & Fonfara, Krzysztof & Snoj, Boris, 2000. "Market Orientation in the Transition Economies of Central Europe:: Tests of the Narver and Slater Market Orientation Scales," Journal of Business Research, Elsevier, vol. 50(3), pages 273-285, December.
    27. G. Tomas M. Hult & David J. Ketchen & Stanley F. Slater, 2005. "Market orientation and performance: an integration of disparate approaches," Strategic Management Journal, Wiley Blackwell, vol. 26(12), pages 1173-1181, December.
    28. Herhausen, Dennis, 2016. "Unfolding the ambidextrous effects of proactive and responsive market orientation," Journal of Business Research, Elsevier, vol. 69(7), pages 2585-2593.
    29. Olavarrieta, Sergio & Friedmann, Roberto, 2008. "Market orientation, knowledge-related resources and firm performance," Journal of Business Research, Elsevier, vol. 61(6), pages 623-630, June.
    30. Lings, Ian N., 2004. "Internal market orientation: Construct and consequences," Journal of Business Research, Elsevier, vol. 57(4), pages 405-413, April.
    31. Atuahene-Gima, Kwaku, 1996. "Market orientation and innovation," Journal of Business Research, Elsevier, vol. 35(2), pages 93-103, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Krawczyk-Sokołowska, Izabela & Caputa, Wiesława, 2023. "Awareness of network security and customer value – The company and customer perspective," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    2. Seemant Kumar Yadav & Vikas Tripathi & Geetika Goel, 2021. "Dis-Aggregated Effect of Market Orientation on Firms' Performance: A Study on Indian Small and Medium-Scale (SMEs) Manufacturers," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 12(3), pages 87-108, July.
    3. Locander, David A. & Darrat, Mahmoud A. & Babin, Barry J., 2023. "Examining the impact of salesperson orientation on creative selling, passive deviance, and organizational outcomes," Journal of Business Research, Elsevier, vol. 154(C).
    4. Asseraf, Yoel & Gnizy, Itzhak, 2022. "Translating strategy into action: The importance of an agile mindset and agile slack in international business," International Business Review, Elsevier, vol. 31(6).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Vishal K. Gupta & Gizem Atav & Dev K. Dutta, 2019. "Market orientation research: a qualitative synthesis and future research agenda," Review of Managerial Science, Springer, vol. 13(4), pages 649-670, August.
    2. Bhattarai, Charan Raj & Kwong, Caleb C.Y. & Tasavori, Misagh, 2019. "Market orientation, market disruptiveness capability and social enterprise performance: An empirical study from the United Kingdom," Journal of Business Research, Elsevier, vol. 96(C), pages 47-60.
    3. Tatiana Beliaeva & Galina Shirokova & William Wales & Elena Gafforova, 2020. "Benefiting from economic crisis? Strategic orientation effects, trade-offs, and configurations with resource availability on SME performance," International Entrepreneurship and Management Journal, Springer, vol. 16(1), pages 165-194, March.
    4. Ellis, Paul D., 2010. "International trade intermediaries and the transfer of marketing knowledge in transition economies," International Business Review, Elsevier, vol. 19(1), pages 16-33, February.
    5. Ravindra Jain & Cherry Jain & Prachi Jain, 2013. "Integrated Framework of Antecedents and Effects of Market Orientation," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 38(4), pages 425-445, November.
    6. Seemant Kumar Yadav & Vikas Tripathi & Geetika Goel, 2021. "Dis-Aggregated Effect of Market Orientation on Firms' Performance: A Study on Indian Small and Medium-Scale (SMEs) Manufacturers," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 12(3), pages 87-108, July.
    7. Yuan Li & YongFeng Sun & Yi Liu, 2006. "An empirical study of SOEs' market orientation in transitional China," Asia Pacific Journal of Management, Springer, vol. 23(1), pages 93-113, March.
    8. Theoharakis, Vasilis & Hooley, Graham, 2008. "Customer orientation and innovativeness: Differing roles in New and Old Europe," International Journal of Research in Marketing, Elsevier, vol. 25(1), pages 69-79.
    9. Liu, Sandra S. & Luo, Xueming & Shi, Yi-Zheng, 2003. "Market-oriented organizations in an emerging economy: A study of missing links," Journal of Business Research, Elsevier, vol. 56(6), pages 481-491, June.
    10. Paul D. Ellis, 2010. "Is Market Orientation Affected by the Size and Diversity of Customer Networks?," Management International Review, Springer, vol. 50(3), pages 325-345, June.
    11. Liu, Zhiqiang & Huang, Yanyi & Huang, Ying & Song, Yiping Amy & Kumar, Ajay, 2022. "How does one-sided versus two-sided customer orientation affect B2B platform’s innovation: Differential effects with top management team status," Journal of Business Research, Elsevier, vol. 141(C), pages 619-632.
    12. Mahmoud Abdulai Mahmoud & Charles Blankson & Robert E. Hinson, 2017. "Market orientation and corporate social responsibility: towards an integrated conceptual framework," International Journal of Corporate Social Responsibility, Springer, vol. 2(1), pages 1-15, December.
    13. Raju, P.S. & Lonial, Subhash C. & Crum, Michael D., 2011. "Market orientation in the context of SMEs: A conceptual framework," Journal of Business Research, Elsevier, vol. 64(12), pages 1320-1326.
    14. Guiyao Tang & Bingjie Yu & Yang Chen & Li-Qun Wei, 2019. "Unpacking the mechanism linking market orientation and corporate entrepreneurship: the mediating role of human resource management strength," Asia Pacific Journal of Management, Springer, vol. 36(3), pages 593-614, September.
    15. Faryal Rehman & Muhammad Nouman, 2015. "Calibrating HRM and Marketing Practices for Job Satisfaction: The Role of Internal Marketing and Internal Market Orientation," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 7(2), pages 1-30, October.
    16. Abbu, Haroon R. & Gopalakrishna, Pradeep, 2021. "Synergistic effects of market orientation implementation and internalization on firm performance: Direct marketing service provider industry," Journal of Business Research, Elsevier, vol. 125(C), pages 851-863.
    17. İpek, İlayda & Bıçakcıoğlu-Peynirci, Nilay, 2020. "Export market orientation: An integrative review and directions for future research," International Business Review, Elsevier, vol. 29(4).
    18. Kevin Zhou & Caroline Li, 2007. "How does strategic orientation matter in Chinese firms?," Asia Pacific Journal of Management, Springer, vol. 24(4), pages 447-466, December.
    19. Natenapang Thongsri & Alex Kung-Hsiung Chang, 2019. "Interactions Among Factors Influencing Product Innovation and Innovation Behaviour: Market Orientation, Managerial Ties, and Government Support," Sustainability, MDPI, vol. 11(10), pages 1-21, May.
    20. Ammar Ahmed & Ismail bin Lebai Othman, 2017. "The Impact of Strategic Attributes on Organizational Performance in Pakistan Banking Sector: A Review and Suggestions for Future Research," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(8), pages 371-387, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:86:y:2018:i:c:p:457-467. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.