Understanding Proactive Customer Orientation

Understanding Proactive Customer Orientation

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Dennis Herhausen examines how managers can successfully probe latent needs and uncover future needs of customers, labeled as proactive customer orientation. Overall, a systematic change process is developed to guide managers that aim to increase their company's proactive customer orientation.Due to their low levels in all characteristics, these firms should work on the basics of proactive customer orientation. ... headquarters in Zurich, Switzerland, has developed, produced and distributed technologically leading hearing and radio systems for more than 50 years. ... Sales and income after tax have continuously grown in the last year, 128 6.3.2 Technology Driven Innovator: Phonak GmbH.

Title:Understanding Proactive Customer Orientation
Author:Dennis Herhausen
Publisher:Springer Science & Business Media - 2011-08-31


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