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ИД «Финансы и кредит»






Economic Analysis: Theory and Practice

A model of industrial enterprise's market orientation on the basis of marketing strategy choice

Vol. 20, Iss. 8, AUGUST 2021

Received: 10 June 2021

Received in revised form: 22 June 2021

Accepted: 13 July 2021

Available online: 30 August 2021


JEL Classification: D20, D49, L23, М31

Pages: 1462–1477


Vitalii Yu. ANTSEV Tula State University (TulSU), Tula, Russian Federation

ORCID id: not available

Leonid A. VASIN Tula State University (TulSU), Tula, Russian Federation

ORCID id: not available

Elena B. CHACHINA Tula State University (TulSU), Tula, Russian Federation

ORCID id: not available

Natal'ya I. KOROVKINA Tula State University (TulSU), Tula, Russian Federation

ORCID id: not available

Subject. The article investigates the process of market orientation of enterprise functioning based on a marketing strategy.
Objectives. We focus on building a model of market orientation of enterprise functioning, enabling to choose a development strategy and increase production efficiency.
Methods. The study rests on developments, concepts and hypotheses that are justified and reflected in the works on the problems of economic theory, economic growth, and development.
Results. We present a model of market orientation of enterprise functioning, which is based on a marketing strategy.
Conclusions. The proposed mechanism for assessing a market orientation model at the enterprise enables to create a universal criterion that takes into account both financial and non-financial indicators of evaluating a marketing strategy, namely, an integrated indicator of customer value satisfaction. A special feature of the model is the ability to compare integrated indicators of customer value satisfaction for each developed marketing strategy at the enterprise. As a result of such a comparison, it is possible to choose the most effective strategy for the analyzed enterprise.

Keywords: market orientation, marketing strategy, factor, market orientation strategy profile, efficiency


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ISSN 2311-8725 (Online)
ISSN 2073-039X (Print)

Journal current issue

Vol. 20, Iss. 8
August 2021