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MIB Research Seminar
Dr., Senior Lecturer
Maria M. Smirnova
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Overview – 2006/2008:
• 671 firms in Russia• 850 respondents in b2b market• 1058 interview• 214 key suppliers• more than 40 experts• 34 Russian regions• 5 case studies• 1 outsourcing partner• 6 research university partners• more than 6 diplomas + 5 master thesis + 2 PhD
thesis
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International Research Network
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Key research directions
• Industrial (b2b) marketing• Supply chain management
• Supply chains• Value chains
• Relationship marketing• Dual interactions• Networks
• Marketing strategy• Market orientation• Marketing capabilities
• Internationalization: marketing aspects• Social networks analysis• Innovativeness and new product development• Competitiveness through marketing
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Key research projects
2004-2005 Managing customer relationships in German firms
2006-2007 Managing value chains in Russia
2006-2008 Organic food perception in Russia
2007-2008 Value creation in Russian market
2007-2009 Innovativeness of Russian high-tech companies
2009-2010 Internationalization strategies of Russian firms
2009-2010 Commercialization of innovations in Russian firms
2009-2011 A cross cultural comparison on consumer behavior with regard to environmentally
preferable products: A survey on sustainable consumption
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Applied methodology
• Quantitative studies• Companies surveys
• Qualitative studies• In-depth interviews• Research case studies • Longitudinal studies
• Desk research• Theoretical background• Internet & periodics• Data bases
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Research project: key steps
Sphere of interestsConceptual background
Variables
Population Sample Data set Final data file Results
Sampling Data collection
Coding Analysis
Conceptualization
Defining population
Operationalization
Measurement
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Key programs applied
• SPSS
• AMOS
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Research portfolio
Managing relationships & interaction
Innovativeness & commercialization
Internationalization: Marketing aspects
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Applying SEM
Relationship value
Market orientation Innovativeness
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Commercialization of innovations: New project research framework
Managing partner
interaction
Knowledge management
Innovativenessof the firm
Commercializa-tion
success
Performance
Degree of internatioanlization
3
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Summary: potential topics
• Everything about interaction in business markets: – firm + customers, suppliers, research organizations,
etc
• Internationalization of Russian firms: – Who? Why? How?
• International Marketing– All aspects
• Innovativeness:– What is innovation? Knowledge management +
Relationship marketing as innovation drivers, Commercialization of innovations & NPD