Beyond listening: the distinct effects of proactive versus responsive customer orientation on the reduction of uncertainties at the fuzzy front end of innovation |
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| Authors: | Fiona Schweitzer Maximilian Palmié Oliver Gassmann |
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| Institution: | 1. School of Engineering and Environmental Sciences, University of Applied Sciences Upper Austria, Stelzhamerstraße 23, Wels, 4600 Austria;2. University of St. Gallen, Institute of Technology Management, Dufourstrasse 40a, 9000 St, Gallen, Switzerland |
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| Abstract: | The extent to which the intensity of R&D employees' interaction with market-oriented employees, proactive customer orientation, and responsive customer orientation affect the ability to reduce product-related uncertainties at the fuzzy front end of innovation was analyzed. They investigated 160 product innovation projects in various high-tech industries and identified proactive customer orientation as an important moderator of the link between R&D employees' interaction with market-oriented employees and the reduction of product-related uncertainties at the fuzzy front end. They also found that responsive customer orientation diminishes the ability to reduce product-related uncertainties at the fuzzy front end. The theoretical and managerial implications of the results are discussed. |
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