Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/289633 
Year of Publication: 
2024
Citation: 
[Journal:] Journal of Economics, Finance and Administrative Science [ISSN:] 2218-0648 [Volume:] 29 [Issue:] 57 [Year:] 2024 [Pages:] 186-204
Publisher: 
Emerald Publishing Limited, Bingley
Abstract: 
Purpose - The paper aims to reveal the impact of relationship marketing (RM) practices adopted by companies in emerging markets on their market and financial performance (FP) over a long-term, 13-year perspective. Design/methodology/approach The research design combines primary empirical data from 229 Russian companies, based on the Contemporary Marketing Practices (CMP) survey, and objective FP data from official statistical databases for 2008-2020 to verify the impact of RM practices on market and FP in the long term. Findings The research underlines the significant impact of RM practices. It is important to notice that the effect of product development (PD) on marketing performance is mediated by competitor orientation. PD affects market and FP, whose roles vary with the return on assets (ROA). Research limitations/implications Research design supplements the subjective survey data with the objective FP data on the ROA to avoid common method bias. Practical implications Implementation of RM practices by Russian companies can increase their effectiveness of performance in the long term. Originality/value This research shows the positive impact of RM practices on the FP of Russian firms over the past 13 years.
Subjects: 
Emerging markets
Financial performance
Market performance
Marketing practices
Relationship marketing
JEL: 
L25
M31
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.