Into the Customers’ Shoes: Multimodal Practices for Customer-Centric Strategizing

IF 4.9 1区管理学 Q1 MANAGEMENT

Organization Studies Pub Date : 2024-08-11 DOI:10.1177/01708406241273792

Jarryd Daymond, Stefan Meisiek, Eric Knight

引用次数: 0

Abstract

This study explores customer-centric strategizing at a digital bank utilizing a 34-month visual ethnography. We adopt a multimodal perspective to reveal three practices that presentify and thus “bring” the customer into strategizing – inquiring, perspective-taking, and appreciating. These practices enable strategists to understand customer contexts, empathize with their experiences, and value their strategizing contributions over time. Our findings advance research on Strategy-as-Practice and highlight the role of external stakeholders in the strategy process. Specifically, we demonstrate how multimodal practices shape strategy by enabling managers to presentify customers through empathetic competence. By doing so, we illuminate the diverse skills needed to effectively orchestrate multimodal resources in a way that empathetically connects with customers and informs strategizing.

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走进客户的鞋子：以客户为中心制定战略的多模式实践

本研究通过为期 34 个月的视觉人种学研究，探讨了一家数字银行以客户为中心制定战略的情况。我们采用多模态视角，揭示了将客户呈现并 "带入 "战略制定的三种做法--询问、透视和欣赏。这些做法使战略制定者能够理解客户的背景，对他们的经历感同身受，并重视他们长期以来对战略制定的贡献。我们的研究结果推动了对 "战略即实践"（Strategy-as-Practice）的研究，并强调了外部利益相关者在战略过程中的作用。具体来说，我们展示了多模态实践如何通过移情能力使管理者呈现客户，从而塑造战略。通过这种方式，我们阐明了有效协调多模态资源所需的各种技能，从而以感同身受的方式与客户建立联系并为战略制定提供信息。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Organization Studies MANAGEMENT-

CiteScore

11.50

自引率

16.70%

发文量

期刊介绍： Organisation Studies (OS) aims to promote the understanding of organizations, organizing and the organized, and the social relevance of that understanding. It encourages the interplay between theorizing and empirical research, in the belief that they should be mutually informative. It is a multidisciplinary peer-reviewed journal which is open to contributions of high quality, from any perspective relevant to the field and from any country. Organization Studies is, in particular, a supranational journal which gives special attention to national and cultural similarities and differences worldwide. This is reflected by its international editorial board and publisher and its collaboration with EGOS, the European Group for Organizational Studies. OS publishes papers that fully or partly draw on empirical data to make their contribution to organization theory and practice. Thus, OS welcomes work that in any form draws on empirical work to make strong theoretical and empirical contributions. If your paper is not drawing on empirical data in any form, we advise you to submit your work to Organization Theory – another journal under the auspices of the European Group for Organizational Studies (EGOS) – instead.