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An attention-based view on service orientation in the business strategy of manufacturing companies

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abstract This article answers following research question: How does the focus of attention and situated attention contribute to the formulation and implementation of the service orientation in the business strategy?
Structural equation modelling is used as a research methodology.
This paper suggests that the formation and implementation of service orientation in the business strategy is influenced strongly by managerial attention.
The results suggest that a survey is suitable to investigate managerial cognition and attention, but future research should benefit from obtaining data on managerial attention through interviews or secondary data such as company documents.
The main effect on strategy implementation and the moderating role of situated attention suggest that managers should be aware of the potential inertia by implementing a service-oriented business strategy. The main effects for strategy formulation suggest that the formulation of a service-oriented business strategy is triggered through decreasing product margins in the case of product-oriented companies, whereas it is triggered by increasing customer expectations for service-oriented companies.
The study examines the moderating effects of focus of managerial attention and situated management attention on the service orientation on the business strategy.
   
type journal paper
   
keywords Attention-based theory, service business in manufacturing companies, service orientation, business strategy
   
language English
kind of paper journal article
date of appearance 27-1-2009
journal Journal of Managerial Psychology
publisher Emerald
ISSN 0268-3946
volume of journal 24
number of issue 1
page(s) 79-98
review double-blind review
   
citation Gebauer, H. (2009). An attention-based view on service orientation in the business strategy of manufacturing companies. Journal of Managerial Psychology, 24(1), 79-98.