Main Data
Author: Dennis Herhausen
Title: Understanding Proactive Customer Orientation Construct Development and Managerial Implications
Publisher: Gabler Verlag
ISBN/ISSN: 9783834968913
Edition: 1
Price: CHF 80.50
Publication date: 01/01/2011
Category: Wirtschaft/Management
Language: English
Technical Data
Pages: 186
Kopierschutz: DRM
Geräte: PC/MAC/eReader/Tablet
Formate: PDF
Table of contents
Dennis Herhausen examines how managers can successfully probe latent needs and uncover future needs of customers, labeled as proactive customer orientation. Overall, a systematic change process is developed to guide managers that aim to increase their company's proactive customer orientation.

Dr. Dennis Herhausen completed his doctoral thesis under the supervision of Prof. Dr. Marcus Schögel at the Institute of Marketing at the University of St. Gallen.
Table of contents
Table of Contents10
List of Tables14
List of Figures15
1 Introduction17
1.1 Problem Orientation17
1.2 Research Gaps and Goals of this Work19
1.3 Epistemological Research Background24
1.4 Structure of the Dissertation26
2 Conceptual Development29
2.1 Theoretical Background: Resource-Based View of the Firm29
2.2 Responsive and Proactive Market Orientation30
2.3 Customer Orientation, Learning, and Market-Based Innovations35
2.4 Research on Proactive Customer Orientation38
2.4.1 Conceptual Research related to Proactive Customer Orientation38
2.4.2 Empirical Studies on Proactive Customer Orientation41
2.5 Proactive Customer Orientation: Insights from Managerial Practice44
2.6 The Two Dimensions of Proactive Customer Orientation46
2.7 Conceptual Framework48
3 Scale Development51
3.1 Limitations of Existing Scales51
3.2 Data Sources of the Qualitative Inquiry52
3.3 Definition of Constructs58
3.3.1 Proactive Customer-Oriented Climate58
3.3.2 Proactive Customer-Oriented Processes59
3.4 Generation of Item Pool60
3.5 Data Collection and Sample62
3.6 Data Analyses63
3.7 Summary of Scale Development72
4 Hypotheses Development73
4.1 Performance Implications of Proactive Customer Orientation73
4.2 Antecedents of Proactive Customer Orientation79
4.3 The Relative Importance of Proactive Customer-Oriented Processes83
4.4 Moderating Effects of Organizational Characteristics87
5 Hypotheses Testing and Results93
5.1 Data Collection and Sample93
5.2 Measures and Measurement Assessment94
5.3 Data Analysis Strategy100
5.4 Structural Equation Model: Main Effects102
5.5 Hierarchical Regression Analyses with Control Variables108
5.6 Results Related to Moderating Effects: Multiple-Group Analyses111
5.7 Summary of Results116
6 Creating Proactive Customer Orientation: A Managerial Roadmap118
6.1 Developing Proactive Customer Orientation118
6.1.1 Overcoming Organizational Barriers119
6.1.2 Creating a Proactive Customer-Oriented Climate121
6.1.3 Implementing Proactive Customer-Oriented Processes124
6.1.4 Developing Market-Based Innovations127
6.2 Patterns of Market-Based Innovations: Cluster Analysis134
6.3 Typical Market-Based Innovation Strategies: Case Studies140
6.3.1 Resource Constrained Innovator: Katjes GmbH140
6.3.2 Technology Driven Innovator: Phonak GmbH144
6.3.3 Integrated Innovator: GE Healthcare148
6.3.4 Network Innovator: BMW Group153
6.4 Pattern-Based Recommendations for Managers159
7 Conclusions162
7.1 General Discussion162
7.2 Theoretical Contribution165
7.3 Managerial Implications167
7.4 Limitations and Implications for Further Research169
8 References173
9 Appendix195
9.1 Expert Interviews195
9.2 Interview Guidelines21195
9.3 Managerial Workshops196
9.4 Scale Items and Psychometric Properties22197
9.5 Data Sources of the Case Studies202