Options
Customer-focused and service-focused orientation in organizational structures
Type
conference paper
Date Issued
2009-01-16
Author(s)
Gebauer, Heiko
Kowalkowski, Christian
Abstract
The paper provides a better understanding of the interrelatedness of customer and service orientation in the organizational structures of capital goods manufacturing companies. A qualitative, multi-case research design with 36 European capital goods manufacturing companies was employed. This article explores four different patterns on how companies move from product-focused to a service focused and from a geographically-focused to customer-focused organization structure. The four patterns are termed (1) emphasizing service orientation, (2) service-focused organizational structure, (3), emphasizing customer orientation, and (4) customer-focused organizational structure. The study is based on 36 case studies, but the external validity (generalizability) of the findings could not be assessed accurately. The description of the four organizational approaches offers guidance for managers to re-structure their company towards service and customer orientation.
The strength of the discussed three contributions stems from their ability to extend theories rather than replicating theories. The four organizational approaches offer a complementary perspective to the existing classification of either integrating the service into the product business or separating both. In addition, four organizational approaches broaden the literature on customer orientation in the context of organizational structures and put emphasis on the interactions between service and customer orientation.
The strength of the discussed three contributions stems from their ability to extend theories rather than replicating theories. The four organizational approaches offer a complementary perspective to the existing classification of either integrating the service into the product business or separating both. In addition, four organizational approaches broaden the literature on customer orientation in the context of organizational structures and put emphasis on the interactions between service and customer orientation.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Emerald
Publisher place
Bingley
Start page
10
Event Title
15th Center for Business & Industrial Marketing (CBIM) Academic Workshop
Event Location
Atlanta
Event Date
16.-19.01.2009
Subject(s)
Division(s)
Eprints ID
51613