Carla Thaper

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Advanced Analytics Competencies in Marketing
(2016)
Thaper, Carla
;
Oral, Cansu
;
Schoegel, Marcus
Type:conference paper
URI:https://www.alexandria.unisg.ch/handle/20.500.14171/105534
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Middle Management's Role Clarity in Marketing Strategy Change: The Moderating Effect of Management Trainings
(2015-03-27)
Oral, Cansu
;
Thaper, Carla
;
Herhausen, Dennis
;
Schögel, Marcus
Type:conference paper
URI:https://www.alexandria.unisg.ch/handle/20.500.14171/106613
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Organizational Antecedents of Responsive and Proactive Customer Orientation
(European Marketing Academy, 2014-06-03)
Oral, Cansu
;
Thaper, Carla
;
Herhausen, Dennis
;
Schögel, Marcus
Firms gain a competitive advantage by innovating and creating superior value for their customers. Prior studies revealed that customer orientation affects innovativeness and customer value positively. Customer orientation can either be responsive (RCO) or proactive (PCO). Until now, studies have neglected differences between the antecedents of RCO and PCO. Thus, this paper investigates potential antecedents and their relative impact on PCO and RCO. Results of a survey among 365 managers illustrate that firms should focus on strategy communication, decentralization, customer-oriented leadership, and a customer interaction culture to improve their RCO, while data intelligence and new customer knowledge levers PCO. Firms might either invest in the levers of PCO to foster their innovativeness or in those of RCO to strengthen customer value. Both innovativeness and customer value affect financial performance positively.
Type:conference paper
URI:https://www.alexandria.unisg.ch/handle/20.500.14171/86836
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Die richtige Mischung ist entscheidend : Mit der optimalen Konfiguration von Verkaufskanälen sind Firmen in der Lage, dem richtigen Kunden die richtigen Leistungen in der richtigen Situation anzubieten
(Handelszeitung, 2015-07-15)
Schögel, Marcus
;
Thaper, Carla
URL:http://www.handelszeitung.ch/iomanagement/die-richtige-mischung-ist-entscheidend
URI:https://www.alexandria.unisg.ch/handle/20.500.14171/106162
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Advanced Analytics in Marketing Management
(2015-09-12)
Thaper, Carla
Type:presentation
URI:https://www.alexandria.unisg.ch/handle/20.500.14171/105936
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Advanced Analytics in Marketing Management : Competencies for exploiting the full potential of available data in Marketing Management
(2015-05-25)
Thaper, Carla
Type:presentation
URI:https://www.alexandria.unisg.ch/handle/20.500.14171/106427

Carla Thaper

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