MIB Research Seminar

Dr., Senior Lecturer

Maria M. Smirnova

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

International Research Network

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

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

Applied methodology

• Quantitative studies• Companies surveys

• Qualitative studies• In-depth interviews• Research case studies • Longitudinal studies

• Desk research• Theoretical background• Internet & periodics• Data bases

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

Key programs applied

• SPSS

• AMOS

Research portfolio

Managing relationships & interaction

Innovativeness & commercialization

Internationalization: Marketing aspects

Applying SEM

Relationship value

Market orientation Innovativeness

Commercialization of innovations: New project research framework

Managing partner

interaction

Knowledge management

Innovativenessof the firm

Commercializa-tion

success

Performance

Degree of internatioanlization

3

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

smirnova@gsom.pu.ru

Mo: 16:15 – 17:00

Room 126