Understanding Proactive Customer Orientation

Construct Development and Managerial Implications

  • Authors
  • Dennis Herhausen

Table of contents

  1. Front Matter
    Pages I-XVII
  2. Dennis Herhausen
    Pages 1-12
  3. Dennis Herhausen
    Pages 13-34
  4. Dennis Herhausen
    Pages 35-56
  5. Dennis Herhausen
    Pages 57-76
  6. Dennis Herhausen
    Pages 77-101
  7. Dennis Herhausen
    Pages 146-156
  8. Back Matter
    Pages 157-186

About this book


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 customer orientation, (2) a quantitative study investigating consequences, antecedents, and factors that moderate the effects of proactive customer orientation, and (3) a qualitative study investigating situation-specific recommendations on how to increase proactive customer orientation. Overall, a systematic change process is developed to guide managers that aim to increase their company's proactive customer orientation.


Customer Needs Kundenbedürfnisse Market Research Markforschung Marktorientierung

Bibliographic information

  • DOI
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2011
  • Publisher Name Gabler
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-3101-6
  • Online ISBN 978-3-8349-6891-3
  • Buy this book on publisher's site