Purpose: Despite major market-orientated reforms to enhance the competitive advantage of Russian domestic firms, the antecedents and consequences of frontline employee (FLE) customer orientation (CO) remain poorly understood. Acknowledging this paucity of research, the authors draw upon a...

During the past 15 years, a body of research has explored the implementation of the marketing concept in terms of the integration of marketing functions under the control of a Chief Marketing Executive (CME), and the position of the CME within the organisation. Relatively little attention has...

Purpose – This study aims to empirically test a model of affective and behavioural job outcomes grounded in Bagozzi's reformulation of attitude theory in the novel context of a retail bank in Russia. Design/methodology/approach – Frontline employees (FLEs) completed a self‐administered...