Together with Prof. Dr. Geigenmüller from the Department of Marketing, Viktoria Mayr and Dr. Marcel Maurer dealt with servitization, i.e. the transformation of a product provider into a service provider as well as the associated need for organizational change and the implementation of change. For this purpose, the authors conducted a network analysis of the communication of employees of a company, which changed from the value creation structures in the course of the transformation. The analysis allows conclusions to be drawn about the interrelationship of organizational and mental change and has implications for change management in companies with regard to service transformation.
The article will be published in "Forum Dienstleistungsmanagement" in the course of 2023.
Click here for the article of the Marketing Department.