Understanding Proactive Customer Orientation: Construct Development and Managerial Implications

Cover......Page 1
Understanding Proactive\rCustomer Orientation......Page 4
ISBN 9783834931016......Page 5
Foreword......Page 6
Preface......Page 8
Table of Contents......Page 10
Abstract......Page 12
Zusammenfassung......Page 13
List of Tables......Page 14
List of Figures......Page 16
Abbreviations......Page 18
1.1 Problem Orientation......Page 20
1.2 Research Gaps and Goals of this Work......Page 22
1.3 Epistemological Research Background......Page 27
1.4 Structure of the Dissertation......Page 29
2.1 Theoretical Background: Resource-Based View of the Firm......Page 32
2.2 Responsive and Proactive Market Orientation......Page 33
2.3 Customer Orientation, Learning, and Market-Based Innovations......Page 38
2.4.1 Conceptual Research related to Proactive Customer Orientation......Page 41
2.4.2 Empirical Studies on Proactive Customer Orientation......Page 44
2.5 Proactive Customer Orientation: Insights from Managerial Practice......Page 47
2.6 The Two Dimensions of Proactive Customer Orientation......Page 49
2.7 Conceptual Framework......Page 51
3.1 Limitations of Existing Scales......Page 54
3.2 Data Sources of the Qualitative Inquiry......Page 55
3.3.1 Proactive Customer-Oriented Climate......Page 61
3.3.2 Proactive Customer-Oriented Processes......Page 62
3.4 Generation of Item Pool......Page 63
3.5 Data Collection and Sample......Page 65
3.6 Data Analyses......Page 66
3.7 Summary of Scale Development......Page 75
4.1 Performance Implications of Proactive Customer Orientation......Page 76
4.2 Antecedents of Proactive Customer Orientation......Page 82
4.3 The Relative Importance of Proactive Customer-Oriented Processes......Page 86
4.4 Moderating Effects of Organizational Characteristics......Page 90
5.1 Data Collection and Sample......Page 96
5.2 Measures and Measurement Assessment......Page 97
5.3 Data Analysis Strategy......Page 103
5.4 Structural Equation Model: Main Effects......Page 105
5.5 Hierarchical Regression Analyses with Control Variables......Page 111
5.6 Results Related to Moderating Effects: Multiple-Group Analyses......Page 114
5.7 Summary of Results......Page 119
6.1 Developing Proactive Customer Orientation......Page 121
6.1.1 Overcoming Organizational Barriers......Page 122
6.1.2 Creating a Proactive Customer-Oriented Climate......Page 124
6.1.3 Implementing Proactive Customer-Oriented Processes......Page 127
6.1.4 Developing Market-Based Innovations......Page 130
6.2 Patterns of Market-Based Innovations: Cluster Analysis......Page 137
6.3.1 Resource Constrained Innovator: Katjes GmbH......Page 143
6.3.2 Technology Driven Innovator: Phonak GmbH......Page 147
6.3.3 Integrated Innovator: GE Healthcare......Page 151
6.3.4 Network Innovator: BMW Group......Page 156
6.4 Pattern-Based Recommendations for Managers......Page 162
7.1 General Discussion......Page 165
7.2 Theoretical Contribution......Page 168
7.3 Managerial Implications......Page 170
7.4 Limitations and Implications for Further Research......Page 172
8 References......Page 176
9.2 Interview Guidelines21......Page 198
9.3 Managerial Workshops......Page 199
9.4 Scale Items and Psychometric Properties22......Page 200
9.5 Data Sources of the Case Studies......Page 205