The Dynamics of a Marketing Orientation in Transition Economies: A Study of Russian Firms

Abstract

This article reports the results of a cross-sectional data collection in four Russian cities. The objective of the research is to ascertain whether, during the evolution of marketing in a transition to a free market, firms exhibit similar behaviors observed in well-established free-market economies. Structured interviews were conducted with 200 owner/managers of Russian firms. Structural equation modeling was used to test whether environmental turbulence results in a change in marketing orientation, ensuing use of marketing strategies, and improved firm performance. Although the model generally followed Western trends, there were important differences in the effectiveness of pricing and promotional strategies.