Building and Measuring Market Orientation in Industrial Markets: the Case of Evraz

Abstract

The main purpose of the paper is to analyze methods of implementation and measurement of market orientation in Russian industrial markets. The specifications of definitions, conceptualization and evolution of the market orientation are discussed. Coordination mechanisms of relationship management process with customers are analyzed. The aspects of managing «supplier-customer» relationships in terms of Russian industrial markets are also analyzed. The paper proposes the combination of both quantitative and qualitative research methods for analyzing the market orientation practices. Special focus is put on the managerial application of market oriented practices.