Proactiveness toward customers

This chapter describes the firm’s proactive behavior toward its customers. In order to understand proactiveness toward customers, it is first necessary to consider it in terms of the market in general. The focus thus turns toward customerrelated proactiveness, which is one of the key concepts of the present study. The concept is first defined and described, and its international scope is discussed; the chapter ends with a look at the organizational factors that may foster proactive behavior toward customers.