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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

Subject Heading: BUSINESS PERFORMANCE

JEL Classification: D20, D49, L23, М31

Pages: 1462–1477

https://doi.org/10.24891/ea.20.8.1462

Vitalii Yu. ANTSEV Tula State University (TulSU), Tula, Russian Federation
anzev@yandex.ru

ORCID id: not available

Leonid A. VASIN Tula State University (TulSU), Tula, Russian Federation
vasin-la@yandex.ru

ORCID id: not available

Elena B. CHACHINA Tula State University (TulSU), Tula, Russian Federation
chachina-e-b@yandex.ru

ORCID id: not available

Natal'ya I. KOROVKINA Tula State University (TulSU), Tula, Russian Federation
korovkina-n-i@yandex.ru

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

References:

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  2. Ponomarev A.S. [The role of market orientation in the management of modern Russian companies]. Inzhenernyi vestnik Dona, 2015, no. 2, part 2. URL: Link (In Russ.)
  3. Popov N.I., Tret'yak O.A. [Economic factors of low customer focus of firms in BRIC countries]. Rossiiskii zhurnal menedzhmenta = Russian Management Journal, 2014, vol. 12, no. 1, pp. 109–138. URL: Link (In Russ.)
  4. Ansoff I. Strategicheskoe upravlenie [Strategic Management]. Moscow, Ekonomika Publ., 2015, 285 p.
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  6. Flek M.B., Ugnich E.A. [Model of enterprise management in modern conditions: The resource view]. Nauchno-tekhnicheskie vedomosti Sankt-Peterburgskogo gosudarstvennogo politekhnicheskogo universiteta. Ekonomicheskie nauki = Saint-Petersburg State Polytechnic University Journal. Economics, 2017, vol. 10, no. 4, pp. 165–175. URL: Link (In Russ.)

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

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