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- W2237753670 abstract "In the previous chapters, insights about climate and processes that lead to proactive customer orientation, the performance implications resulting from proactive customer orientation, organizational antecedents that support a proactive customer orientation and organizational characteristics that determine the relative importance of proactive customer-oriented climate and proactive customer-oriented processes have been achieved. However still little is known of how firms may systematically achieve a high level of proactive customer orientation, and about typical patterns of market-based innovations that firms may follow. Thus the first part of this chapter develops a systematic change process to increase proactive customer orientation, based on the qualitative as well as quantitative inquiries of this work. The obtained insights suggest four-steps to develop and benefit from proactive customer orientation. The second part consists of a cluster analysis resulting in different patterns of market-based innovations. The third part introduces typical firms for each pattern and provides situation-specific recommendations of how firms should optimize their proactive customer orientation." @default.
- W2237753670 created "2016-06-24" @default.
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- W2237753670 date "2011-01-01" @default.
- W2237753670 modified "2023-09-25" @default.
- W2237753670 title "Creating Proactive Customer Orientation: A Managerial Roadmap" @default.
- W2237753670 doi "https://doi.org/10.1007/978-3-8349-6891-3_6" @default.
- W2237753670 hasPublicationYear "2011" @default.
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