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Carla Thaper
Former Member
Last Name
Thaper
First name
Carla
Phone
+41 71 224 2858
Now showing
1 - 6 of 6
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PublicationAdvanced Analytics Competencies in Marketing( 2016)Schoegel, MarcusType: conference paper
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PublicationType: conference paper
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PublicationOrganizational Antecedents of Responsive and Proactive Customer Orientation(European Marketing Academy, 2014-06-03)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
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Publication
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PublicationType: presentation