Framing service as ideology and practice - Cognitive underpinnings of service transformation in Finland’s residential sector

Jaakko Siltaloppi

Framing service as ideology and practice - Cognitive underpinnings of service transformation in Finland’s residential sector

Julkaisun otsikon käännös: Palvelu ideologiana ja toimintana: Kognitiivinen näkökulma palvelumuutokseen suomalaisella asumissektorilla

Jaakko Siltaloppi

Tutkimustuotos: Doctoral Thesis › Monograph

Abstrakti

Palvelumuutos kuvaa organisaatioiden muutosta tuotekeskeisestä palvelukeskeiseen tapaan luoda arvoa. Aikaisempi tutkimus korostaa palvelumuutoksen strategisia ja organisaation rakenteeseen liittyviä kysymyksiä, mutta ei syvennä ymmärrystä sen kognitiivisesta perustasta. Eri teoriataustoja hyödyntäen tämä tutkimus luo uutta tietoa kehystämisen vaikutuksista palvelumuutokseen. Kehys (engl. frame) on organisaatiossa jaettu tulkintaskeema joka sisältää tietyn käsityksen tai tulkinnan organisaation toiminnasta ympäristössään ja joka ohjaa tapoja, joilla organisaation jäsenet suuntautuvat arvonluontiin. Väitöskirja perustuu laadulliseen tutkimusotteeseen ja tarkastelee palvelumuutosta suomalaisella asumissektorilla, jossa organisaatiot omaksuvat aikaisempaa asukaslähtöisempiä ja palveluun perustuvia toimintatapoja kiinteistöihin keskittyvän toiminnan rinnalla. Empiirinen tutkimus jakautuu kahteen osatutkimukseen. Ensimmäisessä osassa tarkastellaan organisaatioiden näkemyksiä ja tapoja asukaskeskeisten palvelutoimintojen omaksumiseen laajasti erilaisissa organisaatioissa, ja tunnistetaan arvonluontia ohjaavia toimintalogiikoita. Toisessa osatutkimuksessa tarkastellaan yksityiskohtaisemmin palvelujen kehystämisen vaikutuksia palvelumuutokseen seitsemässä organisaatiossa. Tuloksissa tunnistetaan neljä arkkityyppistä tapaa kehystää palveluja osana organisaation toimintaa, joissa palvelu nähdään joko voitontavoitteluna, organisaation uudelleensuuntautumisena, liiketoiminnan perustana tai arvojen toteuttamisena. Tämä luokittelu perustuu kahden ulottuvuuden tunnistamiseen: argumenttien monimuotoisuus erottaa yksipuolisesti liiketoiminnan argumentteja korostavat kehykset useita argumentteja yhdistävistä; identifioituminen palveluntuottajaksi erottaa instrumentaalisen näkökulman palvelujen ymmärtämisestä toiminnan perustana. Eri kehysten omaksuminen perustuu erilaisiin keinoihin oikeuttaa palvelumuutos organisaation sisällä, sekä johtaa muutosta toimintojen, organisaation rakenteen ja kulttuurin tasoilla. Lisäksi tulokset linkittävät edellä mainitut tekijät palvelumuutoksen erilaisiin aineistosta tunnistettuihin suuntiin. Väitöskirja lisää ymmärrystä palvelumuutoksen kognitiivisesta perustasta, korostaen erityisesti palvelun ideologista ulottuvuutta organisaation toiminnan perustana. Lisäksi tutkimustulokset täydentävät havaintoja organisaatioista useita arvonluonnin logiikoita yhdistävinä hybridirakenteina, ja syventävät tutkimustietoa kehystämisen roolista organisaatioiden ja institutionaalisten prosessien rajapinnassa.

Julkaisun otsikon käännös	Palvelu ideologiana ja toimintana: Kognitiivinen näkökulma palvelumuutokseen suomalaisella asumissektorilla
Alkuperäiskieli	Englanti
Pätevyys	Tohtorintutkinto
Myöntävä instituutio	Aalto-yliopisto
Valvoja/neuvonantaja	Peltokorpi, Antti, Vastuuprofessori Rajala, Risto, Ohjaaja
Kustantaja	Aalto University
Painoksen ISBN	978-952-60-6515-1
Sähköinen ISBN	978-952-60-6516-8
Tila	Julkaistu - 2015
OKM-julkaisutyyppi	G4 Monografiaväitöskirja

Tutkimusalat

kehys
institutionaalinen teoria
organisaation kognitio
palvelujohtaminen
palvelumuutos

Pääsy asiakirjaan

http://urn.fi/URN:ISBN:978-952-60-6516-8Lisenssi: Määrittelemätön

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title = "Framing service as ideology and practice - Cognitive underpinnings of service transformation in Finland{\textquoteright}s residential sector",

abstract = "Service transformation describes organization-level change from goods- to service-centric value creation. While considering the aspects of strategy and organization structure, existing research pays little attention to the cognitive basis of service transformation. Integrating perspectives from three theoretical backgrounds – service-dominant logic, institutional theory and organizational cognition – this dissertation develops new knowledge of how framing influences service transformation. Frame is defined here as an organization level schema of interpretation that embodies a particular interpretation of the organization in its environment, guiding how the members of the organization engage in value cocreation. Adopting a qualitative research approach, this dissertation studies service transformation in Finland's residential sector, in which organizations are increasingly adopting resident-focused and service-centric forms of activity to complement the asset-centric logic of operations. This dissertation consists of two empirical studies. The first study examines how organizations perceive and respond to the transformation toward increasingly resident-centric service provision in the residential sector, and identifies four logics of value creation. The second study adopts a multiple-case study design to understand how framing influences service transformation in seven organizations. The findings present four archetypical ways of framing services – as profit generation, organizational reorientation, basis of business, and expression of values – which rest on two underlying dimensions: Argument diversity describes whether an organization relies on business-centric rationales or multiple interrelated rationales in legitimizing resident services; identification with resident-centric service provision distinguishes between instrumental views of resident services and resident services as the constitutive logic of the organization. The findings link the archetypical frames to different tactics by which managers build their legitimacy within the organization, and identify different managerial orientations to facilitate change at the level of activities, organization design, and culture. Finally, the findings link these to different directions of service transformation. The findings contribute to service literature on by theorizing the cognitive underpinnings of service transformation, emphasizing service not only as operative-level activity but also as organization-wide ideology to value creation. The findings also complement organizational literature by examining service transformation as organizational hybridization, as well as by elaborating the role of framing in organizations responding to institutional processes.",

keywords = "framing, institutional theory, organizational cognition, service management, service transformation, kehys, institutionaalinen teoria, organisaation kognitio, palvelujohtaminen, palvelumuutos, framing, institutional theory, organizational cognition, service management, service transformation",

author = "Jaakko Siltaloppi",

year = "2015",

language = "English",

isbn = "978-952-60-6515-1",

series = "Aalto University publication series DOCTORAL DISSERTATIONS",

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T1 - Framing service as ideology and practice - Cognitive underpinnings of service transformation in Finland’s residential sector

AU - Siltaloppi, Jaakko

PY - 2015

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N2 - Service transformation describes organization-level change from goods- to service-centric value creation. While considering the aspects of strategy and organization structure, existing research pays little attention to the cognitive basis of service transformation. Integrating perspectives from three theoretical backgrounds – service-dominant logic, institutional theory and organizational cognition – this dissertation develops new knowledge of how framing influences service transformation. Frame is defined here as an organization level schema of interpretation that embodies a particular interpretation of the organization in its environment, guiding how the members of the organization engage in value cocreation. Adopting a qualitative research approach, this dissertation studies service transformation in Finland's residential sector, in which organizations are increasingly adopting resident-focused and service-centric forms of activity to complement the asset-centric logic of operations. This dissertation consists of two empirical studies. The first study examines how organizations perceive and respond to the transformation toward increasingly resident-centric service provision in the residential sector, and identifies four logics of value creation. The second study adopts a multiple-case study design to understand how framing influences service transformation in seven organizations. The findings present four archetypical ways of framing services – as profit generation, organizational reorientation, basis of business, and expression of values – which rest on two underlying dimensions: Argument diversity describes whether an organization relies on business-centric rationales or multiple interrelated rationales in legitimizing resident services; identification with resident-centric service provision distinguishes between instrumental views of resident services and resident services as the constitutive logic of the organization. The findings link the archetypical frames to different tactics by which managers build their legitimacy within the organization, and identify different managerial orientations to facilitate change at the level of activities, organization design, and culture. Finally, the findings link these to different directions of service transformation. The findings contribute to service literature on by theorizing the cognitive underpinnings of service transformation, emphasizing service not only as operative-level activity but also as organization-wide ideology to value creation. The findings also complement organizational literature by examining service transformation as organizational hybridization, as well as by elaborating the role of framing in organizations responding to institutional processes.

AB - Service transformation describes organization-level change from goods- to service-centric value creation. While considering the aspects of strategy and organization structure, existing research pays little attention to the cognitive basis of service transformation. Integrating perspectives from three theoretical backgrounds – service-dominant logic, institutional theory and organizational cognition – this dissertation develops new knowledge of how framing influences service transformation. Frame is defined here as an organization level schema of interpretation that embodies a particular interpretation of the organization in its environment, guiding how the members of the organization engage in value cocreation. Adopting a qualitative research approach, this dissertation studies service transformation in Finland's residential sector, in which organizations are increasingly adopting resident-focused and service-centric forms of activity to complement the asset-centric logic of operations. This dissertation consists of two empirical studies. The first study examines how organizations perceive and respond to the transformation toward increasingly resident-centric service provision in the residential sector, and identifies four logics of value creation. The second study adopts a multiple-case study design to understand how framing influences service transformation in seven organizations. The findings present four archetypical ways of framing services – as profit generation, organizational reorientation, basis of business, and expression of values – which rest on two underlying dimensions: Argument diversity describes whether an organization relies on business-centric rationales or multiple interrelated rationales in legitimizing resident services; identification with resident-centric service provision distinguishes between instrumental views of resident services and resident services as the constitutive logic of the organization. The findings link the archetypical frames to different tactics by which managers build their legitimacy within the organization, and identify different managerial orientations to facilitate change at the level of activities, organization design, and culture. Finally, the findings link these to different directions of service transformation. The findings contribute to service literature on by theorizing the cognitive underpinnings of service transformation, emphasizing service not only as operative-level activity but also as organization-wide ideology to value creation. The findings also complement organizational literature by examining service transformation as organizational hybridization, as well as by elaborating the role of framing in organizations responding to institutional processes.

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KW - service transformation

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KW - organisaation kognitio

KW - palvelujohtaminen

KW - palvelumuutos

KW - framing

KW - institutional theory

KW - organizational cognition

KW - service management

KW - service transformation

M3 - Doctoral Thesis

SN - 978-952-60-6515-1

T3 - Aalto University publication series DOCTORAL DISSERTATIONS

PB - Aalto University

ER -

Framing service as ideology and practice - Cognitive underpinnings of service transformation in Finland’s residential sector

Abstrakti

Tutkimusalat

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