The main aim of the presentation is to share the main findings, included in the monograph “Managing a Customer-Oriented Company”, to a wide range of possible readers. The monograph is based on more than a decade of research into customer focus in Russian companies, the main identified trends and barriers in building a customer-oriented organization. The monograph will be presernted by the authors and scientific editors - Assoc.Prof. V.A. Rebyazina and Assoc. Prof. MM. Smirnova. A team of authors from the Higher School of Business of the National Research University Higher School of Economics (V.A. Rebyazin, O.V. Gulakova, O.A. Kusraev) and the Graduate School of Management of St. Petersburg State University (M.M. Smirnova) worked on the book. The authors of the study have been conducting quantitative surveys of Russian companies for more than 10 years, taking into account regional, industry and intra-company factors. To identify the qualitative characteristics of customer focus, more than 60 in-depth interviews were additionally conducted. Based on the data obtained, it was possible to develop and test a comprehensive scale for measuring customer focus - a unique tool for a comprehensive assessment of the level of customer focus of companies on the Russian market. The research results, practical cases and recommendations presented in the monograph will be useful not only to the scientific and educational community, but also to a wide range of entrepreneurs.

Program:

18:00 – 18:05 – opening speech

18:05 – 19:05 – Monograph presentation by Maria Smirnova and Vera Rebiazina , topic:: «Managing a Сustomer-Oriented Company»

19:05 – 19:25 – discussion

19:25 – 19:30 – closing remarks: announcements of the next workshops

Speaker:

Maria Smirnova - Associate Professor, Marketing Department Head, Marketing Department Head, Research Center for Strategic Marketing and Innovations

and

Vera Rebiazina - Professor, Head of Marketing Department, NRU HSE  

Fedor A. Gomazov
Chief Specialist of the Department of Research Statistics and Planning of SPbU

f.gomazov@gsom.spbu.ru