Managerial attention alteration in integrated product-service development

Artikel i vetenskaplig tidskrift, 2019

This paper examines managerial attention alteration in an integrated product-service development project. A case study was conducted to shed light
on the issue of developing integrated offerings in a product-oriented organisation. It is shown that attention given to product-related aspects will suppress service-related aspects. Since structures and channels benefit a product-orientation, service-related issues that use the same channels tend to be undermined. It is suggested that attention to both aspects would be enabled by a focus on the overall integrated offering rather than on the individual
components competing for attention. However, an integrated project faces challenges in maintaining such a focus due to organisational structures that
separate product- and service-related issues into separate channels.