Understanding Proactive Customer Orientation Construct Development and Managerial Implications /

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...

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Main Author: Herhausen, Dennis.
Corporate Author: SpringerLink (Online service)
Format: Electronic
Language: English
Published: Wiesbaden : Gabler, 2011.
Online Access: http://dx.doi.org/10.1007/978-3-8349-6891-3
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