Strategic orientation and marketing strategies in transition economies: a study of Russian firms

Abstract

The Miles and Snow typology has been used widely in the past as a means to understand the marketing strategies implemented by organizations. The authors adapt this typology to include the planned demand enterprise (PDE) type in Russia, where marketing is in an infantile stage and elements of a command economy are still in place. Results of an empirical investigation of approximately 200 firms show dramatic differences in the perceptions of marketing between firms adopting a market orientation and those still operating under a PDE orientation.