Creating Proactive Customer Orientation: A Managerial Roadmap

  • Dennis Herhausen


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.


Customer Orientation Scenario Approach Technology Orientation Constructive Conflict Exploratory Innovation 
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