DEVELOPING AND TESTING A THEORY OF MANAGEMENT TRANSFORMATION FROM PLANNED TO MARKET-ECONOMY - THE CASE OF RUSSIA

This project centers on marketing management during the ongoing econom ic restructuring of Russia. It is carried out in three sequential stag es. First, it generates fundamental information about Russian marketin g managers in a centrally planned economy by using qualitative researc h tools of focus groups conducted in 1989 and 1991. Second, using this fundamental information, it develops a theory of the transformation o f marketing management from a planned to a market economy. Finally, it tests this proposed theory, using data from a survey conducted specif ically to test the model.