Issue №1, 2018

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The influence of customer orientation and entreprenuerial orientation on business and innovation performance

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G.V. Khalikov, Saint-Petersburg State University of Economics, Saint-Petersburg, Russia, Ph. D.-student, Department of Marketing, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

The article presents the analysis of customer orientation phenomenon from the perspective of Marketing evolution and Market orientation concept: from product orientation to market and customer orientation. The author compares three types of marketing orientation and comes to the conclusion that it is necessary to revise the construct and transform the measurement scale. The author analyzes the phenomenon of entrepreneurial orientation also and comes to the conclusion that it is necessary to combine marketing and entrepreneurial orientations to achieve a purpose of sustainable development in modern market context. The combination of two phenomena allows the author to offer four marketing models with different levels of customer orientation and entrepreneurial orientation. In conclusion, a conceptual model is proposed for testing hypotheses about the influence of entrepreneurial orientation and customer orientation on the innovation and business performance.

Keywords: customer orientation, market orientation, entrepreneurial orientation, entrepreneurship, innovation performance, business performance, entrepreneurial marketing.

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For citation: Khalikov G. V. The influence of customer orientation and entreprenuerial orientation on business and innovation performance // Corporate governance and innovative economic development of the North: Bulletin of the Research Center of Corporate Law, Management and Venture Capital of Syktyvkar State University. 2018. № 1. P. 109-119.