Into the Customers’ Shoes: Multimodal practices for customer-centric strategizing
通过34个月的视觉民族志研究，揭示数字银行中三种多模态实践（探究、视角采纳和欣赏）如何将顾客带入战略制定过程，帮助管理者共情并重视顾客贡献。
This study explores customer-centric strategizing at a digital bank utilizing a 34-month visual ethnography. We adopt a multimodal perspective to reveal three practices that presentify and thus ‘bring’ the customer into strategizing – inquiring, perspective-taking and appreciating. These practices enable strategists to understand customer contexts, empathize with their experiences and value their strategizing contributions over time. Our findings advance research on strategy-as-practice and highlight the role of external stakeholders in the strategy process. Specifically, we demonstrate how multimodal practices shape strategy by enabling managers to presentify customers through empathetic competence. By doing so, we illuminate the diverse skills needed to effectively orchestrate multimodal resources in a way that empathetically connects with customers and informs strategizing.