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MARKET ORIENTATION: INTERCONNECTION BETWEEN COMPANY TYPE AND MARKET ENVIRONMENT
Abstract
In this paper was studied the macro and micro situation about four groups of market-oriented companies from Saint-Petersburg in three periods of time. Was proposed the typology of market orientation as the element of Strategic Management System. The authors tried to make the connection between the type of market orientation and the situation on the market in a given time period. In 2010-2014 authors conducted the survey of more than 200 companies of Saint-Petersburg (SME and some large companies). There were identified four types of market orientation. The objective of this research was to determine the interconnection between company type and market environment. The authors used three variables to describe market environment: economic situation for the company, degree of market competition and growth in demand in the industry of the company. During the study were identified and checked for plausibility the following hypotheses: H1: The higher level of demand and the higher level of competition, the more company is oriented on traditional marketing. H2: The higher level of competition, the more company is oriented on market relations (competitor-oriented companies). H3: The more macro environment is stable, the higher level of demand and the competition is more than medium, the more company is oriented on technology and product development. H4: The more macro environment is unstable and the less demand is stable, the more company is oriented on relationship marketing. H2 was fully confirmed, H1, H3 and H4 were partly confirmed.
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