Analysis of Russian Companies’ Practice of Marketing Orientation
Analysis of Russian Companies’ Practice of Marketing Orientation

Summary/Abstract: The article aims to study the certain aspects of marketing activities in Russian companies and to classify companies according to the proposed factors affecting the marketing orientation. Objectives: To reveal factors that describe marketing orientation of Russian companies, to assess their attitudes and to classify Russian companies according to various directions of marketing orientation. Classification of Russian companies consisted of 28 quantitative variables that described the attitude of the representatives of companies to various aspects of marketing environment. Attitudes were identified through personal interviews of representatives of 116 Moscow region companies. The principal component method and hierarchical cluster analysis were used as analytical methods.Findings: We identified four clusters of enterprises after determining eight factors which characterized 69.7% of the variance of the initial data. We considered these clusters and established key differences between them. The sample size and the geography of the research stem from the specifics of the search study regarding its methodology and extension of the geography of the survey.Value and originality of the research: We revealed a previously unused classification criterion for the company marketing orientation – the geographical representation of the business which determines the differentiation of marketing activities.

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