A Grounded Theory Study of Leadership Mechanisms for Customer-Orientation Organizational Change
Doctor of Business Administration
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customer orientation, organizational change leadership, substantive grounded theory
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Organizational leaders are spearheading change as an engine to reshape corporate cultures for novel purposes, redefining the significance and meaning of generating value through customer-oriented companies, emphasizing what is most important and relevant to customers. Capitalizing on the value of customer-orientation entails attention toward continuously improving it. The purpose of this study is to explore and explain the dynamics of increasing customer-orientation as an organizational change in a business-to-business technology company setting from the perspective of organizational leaders.
By engaging change leadership experts through a grounded theory qualitative research approach, the study resulted in a substantive theory with a set of propositions and framework offering a contextual understanding of customer-orientation change for managerial and scholarly use. The results help advance multi-disciplinary marketing, leadership, and organizational change research associated with the customer-orientation definition and the nature of the leadership mechanisms to affect the change.
The resulting theoretical propositions suggest that the organizational change to increase customer-orientation encompasses an aspirational organizational culture shift, an amplification of short and long-term customer value, and continuous adaptation through a management system. The analysis revealed that leaders steer the complex change by adopting second-order organizational orientations involving organizational culture and customer value. The culture-oriented changes center around increasing organizational alignment, agility, and engagement to shape a customer-oriented company. The customer value-oriented shifts focus on building trust, applying a user lens, and creating a 360-learning environment to generate higher customer and business value. Using a change theories lens, the results indicated that increasing customer-orientation entails leading the organization through an interplay of diverse change process modes balancing social construction and prescribed regulation.
Gonzalez, Maria C., "A Grounded Theory Study of Leadership Mechanisms for Customer-Orientation Organizational Change" (2021). FIU Electronic Theses and Dissertations. 4811.
Business Administration, Management, and Operations Commons, Leadership Studies Commons, Organization Development Commons
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