Solving customer-driven heterogeneity in organizations : dealing with internal tensions to reach solutions for customer inquiries

Bakir, L. (2016) Solving customer-driven heterogeneity in organizations : dealing with internal tensions to reach solutions for customer inquiries.

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Abstract:This study argues that interfunctional coordination remains imperative to contribute to the creation of value for customers. However, due to the change in the locus of value creation brought by SD-logic, exchange processes, markets, and customers are perceived and approached differently. Consequently, attention is devoted to the dynamic nature of value creation which is very customer and context specific asserted by the notion of value-in-use. As such, imposed heterogeneity of customers has implications on the coordinated practices of departments that support the co-creation of value. Through the investigation of handling customer inquiries, this study shows that an ANT-infused practice lens is an appropriate way to study interfunctional coordination approached from an SD-logic perspective. The applied lens provides the means to understand the dynamics and the relationship between social and material elements in actor’s working practices. We adopt an Ethnographic Case Study approach using various data collection methods to explore and immerse in the working practices of actors. Through our analysis we identified three distinct inquiry processes of solving customer-driven heterogeneity based on the complexity and subsequent controversies herein. We provide a framework that describe the characteristics of the practices that actors engage in within these three processes, from framing the customer problem to eventually arranging a solution for customers.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/71546
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