THE CONCEPTUAL MODEL OF RESEARCH OF THE MARKET ORIENTATION OF RUSSIAN COMPANIES
Keywords:
marketing, marketing orientation, market orientation, marketing competence, marketing culture, marketing management, strategic planning, developing economy, Russia, Saint-PetersburgAbstract
This paper provides a theoretical study and an empirical study of the nature and the specifics of market
orientation of St. Petersburg companies. According to the results of the theoretical literature review on the
topic “market orientation” the author offers the classification of conceptual approaches to the interpretation
and evaluation of market orientation with the selection of nine areas of research. The author’s approach to determining
the market orientation of the company is presented in the paper; a conceptual model of research is
developed and tested. In the course of empirical research the characteristic features of the formation of market
orientation of companies in Russia are revealed: 1) a significant effect of market orientation on the level
of characteristics of the marketing management system and the level of marketing competency of the company;
2) a minor effect of the environment on the formation of the company’s marketing orientation; 3) a large
dependence of the financial results of the company on the external environment than on the level of market
orientation of the company.
Further research is planned to expand the sample by including other large cities of Russia, as well as the
expansion of factors characterizing the state of external and internal environment of the company.
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