Organizing for Servitization: The Constitutive Role of Communication

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Within operations management, servitization continues to receive increased attention among researchers from numerous perspectives, yet surprisingly a communication centered perspective is absent. In this paper, we begin to address this gap by applying the four flows model of communication. We do so by undertaking exploratory case research with a systems integrator pursuing a service strategy. Our findings explicate three different pairings of the flows. Each of these pairings contains the activity coordination flow and shows the inherent difficulties in constituting a complex organization delivering services.
Original languageEnglish
Title of host publicationProceedings of the 25th International Annual EurOMA Conference 2018 : To Serve, to Produce and to Servitize in the Era of Networks, Big Data, and Analytics
EditorsRóbert Hohol, Gergely Szakáts, Gabriella Bánfalv
Number of pages10
Place of PublicationBrussel
PublisherEUROMA, European Operations Management Association
Publication date2018
Publication statusPublished - 2018
EventThe 25th International Annual EurOMA Conference 2018 - Budapest, Hungary
Duration: 24 Jun 201826 Aug 2018
Conference number: 25


ConferenceThe 25th International Annual EurOMA Conference 2018


  • Servitization
  • Communication constitution of organizations (CCO)
  • Four flows model
  • Coordination

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