The Emergent Field of Organizational Frontlines
The Emergent Field of Organizational Frontlines
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DOI：
10.1177/1094670516681513
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发表时间：
2017-02
影响因子：
12.4
通讯作者：
Jagdip Singh;Michael K. Brady;Todd J. Arnold;Tom J Brown
中科院分区：
文献类型：
--
作者：
Jagdip Singh;Michael K. Brady;Todd J. Arnold;Tom J Brown
一线接口技术和设备的进步正在深刻地改变组织和客户交互创造和交换价值的方式。曾经，客户交互的多样性、多样性和复杂性受到限制，而今天的宽带互联网和无线连接技术突破了限制，使组织与客户的交互在多个客户接触点上不断增加多样性和一致性。前线不再是涉及客户的组织行动的惰性背景；相反，它们正在发展成为充满活力的创新和干预措施的场所，吸引客户、增强客户体验并激励价值（共同）创造。为了锚定这个新兴领域，我们在连接组织及其客户的界面和交互的交叉点处定义了组织前沿。我们历史性地追踪“组织前线”的使用，从其最初在军事和管理领域的应用到其在学术和实践背景中当前和拟议的地位。我们阐述了我们的定义，以突出研究机会并强调有效管理组织前线以确保竞争优势的战略影响。最后，我们讨论了特刊文章以及它们共同参与的令人兴奋的议程。
Advances in frontline interface technologies and devices are profoundly disrupting how organizations and customers interact to create and exchange value. Where once customer interactions were limited in variety, multiplicity, and complexity, today’s broadband Internet and wireless connection technologies defy limitations to enable organization-customer interactions of ever-increasing diversity and consistency across multiple points of customer contact. No longer are the frontlines inert backgrounds for organizational action involving customers; rather, they are evolving as sites of vibrant innovations and interventions that engage customers, enhance customer experiences, and motivate value (co)creation. To anchor this emergent field, we define organizational frontlines at the intersection of interfaces and interactions that connect organizations and their customers. We historically trace the use of “organizational frontlines” from its initial application in military and management domains through its current and proposed position in both academic and practitioner contexts. We illustrate our definition to highlight research opportunities and underscore the strategic implications for effectively managing organizational frontlines to secure competitive advantage. We conclude with a discussion of special issue articles and the exciting agenda they collectively engage.