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Determinants, Moderators And Consequences Of Organizational Interaction Orientation, Christian Hoops, Michael Bücker
Determinants, Moderators And Consequences Of Organizational Interaction Orientation, Christian Hoops, Michael Bücker
Journal of Entrepreneurship, Management and Innovation JEMI
Interaction orientation reflects the ability of a company to interact with the individual customer and to gather information from successful interactions. Four dimensions of interaction orientation are identified in the literature: customer concept, interaction response capacity, customer empowerment and customer value management (Ramani and Kumar, 2008). This study shows that indeed a fifth dimension of interaction orientation exists and investigates the determinants, moderators and consequences of this construct. The first notable finding is that B2B companies exhibit a greater degree of interaction orientation than B2C firms. Ramani and Kumar hypothesized that in their study. We show that there are B2C …