Beyond listening: the distinct effects of proactive versus responsive customer orientation on the reduction of uncertainties at the fuzzy front end of innovation
研究了研发人员与市场导向员工互动、主动型客户导向和响应型客户导向对降低创新模糊前端产品相关不确定性的影响，发现主动型客户导向起正向调节作用，而响应型客户导向则削弱了这种能力。
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.