The Role of Customer Interactions and Internal Cooperation to Enhance FutureReadiness in Customer Centric Companies
Journal
AMA Educators Proceedings
ISSN
1054-0806
ISBN
978-1-62748-887-7
Type
conference paper
Date Issued
2013-02-15
Author(s)
Editor(s)
Burroughs, J.
Abstract
In order to create unique customer value and stay competitive also in the long run, customer-centric firms need to develop capabilities to identify relevant trends. The scarce existent research, notably on absorptive capacities, and common management practice suggest that customer interactions and internal cooperation increase future readiness. With data from a cross-industry management survey, we confirm that both factors indeed fully mediate the relationship between customer-centric orientation and future readiness. Multi-group structural equation analyses help to specify how organizational factors impact the creation of future readiness and provide rich managerial implications for resource allocation.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Challenging the Bounds of Marketing Thought
Publisher
American Marketing Association
Publisher place
Chicago
Volume
Volume 24
Start page
129
End page
130
Event Title
American Marketing Association Winter Educators' Conference 2013
Event Location
Las Vegas, USA
Event Date
15.-17.02.2013
Subject(s)
Division(s)
Eprints ID
217748
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Name
The Role of Customer Interactions & Internal Cooperation to Enhance Future Readiness.pdf
Size
323.32 KB
Format
Adobe PDF
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