Customer centricity approach to managing FMCG-companies in the Russian market

The research provides the theoretical ground of customer centricity attributes and discusses their popularity among FMCG companies in Russia. The methodology rests upon theoretical principles of strategic marketing, the findings of the studies conducted by global consulting agencies and holding mark...

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Autores principales:	Oyner O.K., Panteleeva E.K.
Formato:	article
Lenguaje:	RU
Publicado:	Ural State University of Economics 2019
Materias:	customer-oriented approach customer centricity attributes of customer centricity emerging market FMCG market Business HF5001-6182 Finance HG1-9999
Acceso en línea:	https://doaj.org/article/807365d657e24f43b5c7d55c153877ee
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id	oai:doaj.org-article:807365d657e24f43b5c7d55c153877ee
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spelling	oai:doaj.org-article:807365d657e24f43b5c7d55c153877ee2021-12-02T08:26:26ZCustomer centricity approach to managing FMCG-companies in the Russian market10.29141/2218-5003-2019-10-2-22218-5003https://doaj.org/article/807365d657e24f43b5c7d55c153877ee2019-05-01T00:00:00Zhttp://upravlenets.usue.ru/images/78/2.pdfhttps://doaj.org/toc/2218-5003The research provides the theoretical ground of customer centricity attributes and discusses their popularity among FMCG companies in Russia. The methodology rests upon theoretical principles of strategic marketing, the findings of the studies conducted by global consulting agencies and holding marketing research. In academic publications, there is still no single approach to understanding the concept of customer orientation, as well as the operationalization of this concept in relation to the conditions of emerging markets and particular industries. Based on a meta-analysis of the research results of the largest consulting companies, the authors clarify the fundamental theoretical model, which contains attributes of a company’s customer centricity. The theoretical model is adjusted to the UPRAVLENETS/THE MANAGER 2019. Vol. 10. No. 2 Market Development: A Management Aspect 19 FMCG sector. The paper reveals how widespread these attributes are among FMCG companies in the Russian market. FMCG companies, which traditionally build their relationships with “intermediate” customers (wholesalers and retailers), influence the end consumer mainly through developing a strong brand. We find that, with the development of information and communication technologies, they switch to immediate interaction with end consumers: analyze consumer insights, track changes in consumer preferences, form personalized offers and engage consumers in interaction with the company and its brands. Such practices open up new opportunities to enhance business productivity.Oyner O.K.Panteleeva E.K.Ural State University of Economicsarticlecustomer-oriented approachcustomer centricityattributes of customer centricityemerging marketFMCG marketBusinessHF5001-6182FinanceHG1-9999RUУправленец, Vol 10, Iss 2, Pp 11-20 (2019)
institution	DOAJ
collection	DOAJ
language	RU
topic	customer-oriented approach customer centricity attributes of customer centricity emerging market FMCG market Business HF5001-6182 Finance HG1-9999
spellingShingle	customer-oriented approach customer centricity attributes of customer centricity emerging market FMCG market Business HF5001-6182 Finance HG1-9999 Oyner O.K. Panteleeva E.K. Customer centricity approach to managing FMCG-companies in the Russian market
description	The research provides the theoretical ground of customer centricity attributes and discusses their popularity among FMCG companies in Russia. The methodology rests upon theoretical principles of strategic marketing, the findings of the studies conducted by global consulting agencies and holding marketing research. In academic publications, there is still no single approach to understanding the concept of customer orientation, as well as the operationalization of this concept in relation to the conditions of emerging markets and particular industries. Based on a meta-analysis of the research results of the largest consulting companies, the authors clarify the fundamental theoretical model, which contains attributes of a company’s customer centricity. The theoretical model is adjusted to the UPRAVLENETS/THE MANAGER 2019. Vol. 10. No. 2 Market Development: A Management Aspect 19 FMCG sector. The paper reveals how widespread these attributes are among FMCG companies in the Russian market. FMCG companies, which traditionally build their relationships with “intermediate” customers (wholesalers and retailers), influence the end consumer mainly through developing a strong brand. We find that, with the development of information and communication technologies, they switch to immediate interaction with end consumers: analyze consumer insights, track changes in consumer preferences, form personalized offers and engage consumers in interaction with the company and its brands. Such practices open up new opportunities to enhance business productivity.
format	article
author	Oyner O.K. Panteleeva E.K.
author_facet	Oyner O.K. Panteleeva E.K.
author_sort	Oyner O.K.
title	Customer centricity approach to managing FMCG-companies in the Russian market
title_short	Customer centricity approach to managing FMCG-companies in the Russian market
title_full	Customer centricity approach to managing FMCG-companies in the Russian market
title_fullStr	Customer centricity approach to managing FMCG-companies in the Russian market
title_full_unstemmed	Customer centricity approach to managing FMCG-companies in the Russian market
title_sort	customer centricity approach to managing fmcg-companies in the russian market
publisher	Ural State University of Economics
publishDate	2019
url	https://doaj.org/article/807365d657e24f43b5c7d55c153877ee
work_keys_str_mv	AT oynerok customercentricityapproachtomanagingfmcgcompaniesintherussianmarket AT panteleevaek customercentricityapproachtomanagingfmcgcompaniesintherussianmarket
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Customer centricity approach to managing FMCG-companies in the Russian market

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