Service and customer orientation of corporate culture in a French manufacturing SME

Abstract : The role of corporate culture in achieving servitization strategies is a recurrent issue in the servitization literature. The assumption is that corporate culture can have a profound impact on the effectiveness of the organization. Hence, manufacturing firms that pursue a servitization strategy should align their corporate culture, and move from a product-oriented culture to a service-oriented one. Based on action research, we have investigated the service and customer orientation of the corporate culture of a French manufacturing SME that has successfully developed product-related services. Our results show that its corporate culture is characterized by embeddedness between product and service organization, and a strong customer orientation. This leads us to challenge the way corporate culture is dealt with in the servitization literature.
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https://hal-emse.ccsd.cnrs.fr/emse-01903048
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Submitted on : Wednesday, October 24, 2018 - 9:39:19 AM
Last modification on : Wednesday, October 31, 2018 - 12:24:12 PM

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Sophie Peillon, Nadine Dubruc, Mary Mansour. Service and customer orientation of corporate culture in a French manufacturing SME. Procedia CIRP, ELSEVIER, 2018, 10th CIRP Conference on Industrial Product-Service Systems, IPS2 2018, 29-31 May 2018, Linköping, Sweden, 73, pp 91-95. ⟨10.1016/j.procir.2018.03.331⟩. ⟨emse-01903048⟩

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