Archive by Author | aladeyanju

Engaging stakeholders in the designing of a service: a case study in the B2B service context

Author: Adeyanju Alade. Email: aladeyanju@yahoo.com

The background of this master’s degree thesis was from a Tekes funded project named “Service Innovation through Strategic Stakeholder Integration” (SISSI). SISSI is a joint project undertaken by Laurea University of Applied Sciences in cooperation with Hanken School of Economics, Finland.  In addition, there are two case companies as main partners in SISSI project.

l&tThe topic of this thesis was inspired by the definition of service design as presented by Selgelström. The definition says service design is “the use of designerly way of searching for solutions to problems in people-intensive service systems through the engagement of stakeholders” (Segelström 2010, 16). A rhetorical question of “how stakeholders can be engaged” came up on the mind of the author of this thesis. As a result, the academic journey on this thesis then began.

Stakeholder engagement can be defined as the effort or action an organisation undertakes towards understanding and involving stakeholders “and their concerns in its activities and decision making processes” (Partridge, Jackson, Wheeler & Zohar 2005, 6). A quality stakeholder engagement process has the potential to address complex problems in both private and public sector’s service design and delivery (REVIT, 2007).

The literature review of this thesis covered topics such as service, service dominant logic, service design processes and tools, value co-creation, stakeholders, and stakeholder engagements. Some relevant conclusions and speculations from the perspective of this author were also presented in the literature review. In addition, some gaps were identified in the reviewed literature (see thesis report).

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Biography of Jan Carlzon, the author of the book, “Moments of truth”, published in 1987

The title of Jan Carlzon’s book, “moment of truths” is perhaps the main reason I chose to read the book among other recommended books. The term “moment of truth” became a household name to me as far back as my past studies in Sales and Marketing at Helsinki Business College. Carlzon’s book laid emphasis to a customer-centric and service-driven organization which also gives good consideration to employee reward and engagement. I found Carlzon as a visionary leader who has the ability to combine two or more leadership styles as the situation demands to get the needed result. I found out that in order for a leader to be successful he/she must be prepared to see things from multiple perspectives, inspire his followers, and provide the enabling environment for them to deliver good result. Carlzon’s in my opinion applied and experimented authoritative, democratic, and affiliative leadership style at one time or the other in most of his relationship with his followers. Continue reading