Beyond Listening: The Distinct Effects of Proactive Versus Responsive Customer Orientation on the Reduction of Uncertainties at the Fuzzy Front End of Innovation
{"title":"Beyond Listening: The Distinct Effects of Proactive Versus Responsive Customer Orientation on the Reduction of Uncertainties at the Fuzzy Front End of Innovation","authors":"Fiona Schweitzer, Maximilian Palmié, O. Gassmann","doi":"10.1111/radm.12252","DOIUrl":null,"url":null,"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.","PeriodicalId":103805,"journal":{"name":"Innovation & Organizational Behavior eJournal","volume":"24 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2018-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"33","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Innovation & Organizational Behavior eJournal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1111/radm.12252","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 33
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.