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A Model Of Customer-Oriented Communication And Its Implementation In The Transition Economies

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  • Maaja Vadi
  • Maive Suuroja

Abstract

The former Soviet Bloc countries are faced with the challenge of switching from a command economy to a free market oriented one. Coping with the turbulence of changes largely depends on whether the people involved wish and are able to break with their old attitudes and behaviour. Naturally, the attitudes, knowledge and skills related to the hitherto dominant rules of those societies will influence direct customer communication. In order to train salespeople in the transition economies, we constructed a model of Customer-Oriented Communication (COC). By now this model has been implemented on more than a thousand salespersons in four former socialist countries — Estonia, Latvia, Lithuania, and Russia. The paper describes the COC model, views the training courses conducted, and discusses the evaluation of the training process.

Suggested Citation

  • Maaja Vadi & Maive Suuroja, 2003. "A Model Of Customer-Oriented Communication And Its Implementation In The Transition Economies," University of Tartu - Faculty of Economics and Business Administration Working Paper Series 19, Faculty of Economics and Business Administration, University of Tartu (Estonia).
    • Handle: RePEc:mtk:febawb:19
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    References listed on IDEAS

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    1. Fey, Carl F. & Nordahl, Claes & Zatterstrom, Heike, 1999. "Organizational culture in Russia: The secret to success," Business Horizons, Elsevier, vol. 42(6), pages 47-55.
    2. Meyer, Klaus & Bjerg Møller, Inger, 1998. "Managing deep restructuring:: Danish experiences in Eastern Germany," European Management Journal, Elsevier, vol. 16(4), pages 411-421, August.
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    Cited by:

    1. Maaja Vadi, 2003. "Background to the organisational culture developments in transitional Estonia," University of Tartu - Faculty of Economics and Business Administration, in: Organisational Culture in Estonia : Manifestations and Consequences, volume 16, chapter 1, pages 27-46, Faculty of Economics and Business Administration, University of Tartu (Estonia).
    2. Maaja Vadi & Harry Roots, 2004. "The Estonian organizations - the subjects of transformation," UCL SSEES Economics and Business working paper series 44, UCL School of Slavonic and East European Studies (SSEES).

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