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Transformation to a customer-oriented perspective through action learning in product and service development

Olsson, Annika LU (2007) In Action Learning: Research and Practice 4(1). p.45-59
Abstract
Customer orientation is strongly visible in the visions and strategies of most organizations, but how do these visions and strategies move from intentions to practice? This question provides the focus for this research which aims to acquire deeper insights into this process. The point of departure is the change in perspective from a product to a customer orientation in product and service developing organizations, with the focus of integrating knowledge from one to the other through action learning. The purpose is to understand the different factors that affect the transformation

of perspectives both on an individual level and on a systems level. The main conclusion drawn is that the transformation of perspective toward customer... (More)
Customer orientation is strongly visible in the visions and strategies of most organizations, but how do these visions and strategies move from intentions to practice? This question provides the focus for this research which aims to acquire deeper insights into this process. The point of departure is the change in perspective from a product to a customer orientation in product and service developing organizations, with the focus of integrating knowledge from one to the other through action learning. The purpose is to understand the different factors that affect the transformation

of perspectives both on an individual level and on a systems level. The main conclusion drawn is that the transformation of perspective toward customer orientation is dependent on individuals and their learning. The studies distinguish the organizations that do reflect and inquiry for change and new knowledge creation and thereby have stepped forward in the change of perspectives. The paper elaborates on the role the individual and the organization have on the system as a whole. One practical contribution is the workshop action learning methods developed for such individual learning and for changing individuals’ mindsets from a product feature perspective to a customer value perspective. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Packaging industry, Customer value, Action research, Service industry, Logistics, Action learning, Packacking logistics
in
Action Learning: Research and Practice
volume
4
issue
1
pages
45 - 59
publisher
Taylor & Francis
ISSN
1476-7341
DOI
10.1080/14767330701233707
language
English
LU publication?
yes
id
d4539e2a-3a06-4548-ae61-5fc3991237c8 (old id 167960)
alternative location
http://www.informaworld.com/smpp/content~content=a778688700~db=all~order=page
date added to LUP
2007-07-03 09:14:55
date last changed
2016-04-15 20:49:33
@article{d4539e2a-3a06-4548-ae61-5fc3991237c8,
  abstract     = {Customer orientation is strongly visible in the visions and strategies of most organizations, but how do these visions and strategies move from intentions to practice? This question provides the focus for this research which aims to acquire deeper insights into this process. The point of departure is the change in perspective from a product to a customer orientation in product and service developing organizations, with the focus of integrating knowledge from one to the other through action learning. The purpose is to understand the different factors that affect the transformation<br/><br>
of perspectives both on an individual level and on a systems level. The main conclusion drawn is that the transformation of perspective toward customer orientation is dependent on individuals and their learning. The studies distinguish the organizations that do reflect and inquiry for change and new knowledge creation and thereby have stepped forward in the change of perspectives. The paper elaborates on the role the individual and the organization have on the system as a whole. One practical contribution is the workshop action learning methods developed for such individual learning and for changing individuals’ mindsets from a product feature perspective to a customer value perspective.},
  author       = {Olsson, Annika},
  issn         = {1476-7341},
  keyword      = {Packaging industry,Customer value,Action research,Service industry,Logistics,Action learning,Packacking logistics},
  language     = {eng},
  number       = {1},
  pages        = {45--59},
  publisher    = {Taylor & Francis},
  series       = {Action Learning: Research and Practice},
  title        = {Transformation to a customer-oriented perspective through action learning in product and service development},
  url          = {http://dx.doi.org/10.1080/14767330701233707},
  volume       = {4},
  year         = {2007},
}