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The role of Market Orientation in the Management of Modern Russian Companies

Abstract

The role of Market Orientation in the Management of Modern Russian Companies

Ponomarev A.S.

Incoming article date: 02.04.2015

the article considers the degree of market orientation of contemporary Russian companies operating on saturated goods markets (markets of building materials, stationery, household goods, auto parts). To determine the degree of orientation toward the particular component of market orientation was carried out processing of personal data obtained during the survey. Was studied the specificity of market orientation is studied Russian companies, revealed significant prospects of their development. Identified modifications to the structure of the system of assessing the degree of market orientation of companies. The conclusion about the critical importance of the coordination units of the company and its individual employees for successful effective activities throughout the company. Market orientation of companies is shown as a crucial tool for success in today's market.

Keywords: company, rich in the goods market, efficient operation, market, market orientation, target group of customers, competitive environment, cross-functional interaction.