The primary goal of scale development is to create a valid measure of an underlying construct. The scale development process of proactive customer-oriented climate and proactive customer-oriented processes follows the guidelines of Churchill (1979), Gerbing and Anderson (1988), and DeVellis (2003) and is based on the conceptualizing of the two constructs in Chapter 2.5. First I point out some limitations of existing scales and explain the need to develop new scales for climate and processes. Then the generation of an item pool is described, including a meta-analysis of in-depth studies related to proactive customer orientation, interviews and workshops with managers, and expert judgments. Based on a sample of 420 key informants from various industries, I examine reliability, validity, and generalizability of the new scales.


Market Orientation Early Warning System Customer Orientation Item Pool Lead User 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Dennis Herhausen

There are no affiliations available

Personalised recommendations