Understanding Proactive Customer Orientation Construct Development and Managerial Implications /

• Main Author: Herhausen, Dennis (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Gabler, 2011.
• Subjects: Business.; Marketing.; Business and Management.

Dennis Herhausen examines how managers can successfully probe latent needs and uncover future needs of customers, labeled as proactive customer orientation. To answer this question, three stages of research are deployed: (1) An exploratory study investigating two different dimensions of proactive cu...