Table 4 Managerial implications Key... | Emerald Publishing

Table 4

Managerial implications

Key insight	Guidelines for managers
Digital service orientation is induced by different combinations of routine elements	Focus on the full picture, not just one aspect: No single routine element drives success alone—it is their combination that matters The role of each behavior may differ depending on the team or function Invest in technology foresight—this is consistently critical Do not overemphasize customer focus at the early stages—it tends to play a secondary role in inducing digital service orientation
Service operations and service sales show similar cross-functional patterns	Use proven patterns to guide change: There is more than one way to succeed—three distinct patterns can all induce digital service orientation Teams lacking one key routine element can often compensate by leaning into another Help teams recognize and strengthen the shared patterns between sales and operations to drive alignment
Rule-bending (workaround behaviors) plays a major role in many teams	Handle rule-bending with care: It can help teams move forward when formal processes fall short—especially if agility or adaptability is missing Too much reliance on bending rules may reveal deeper problems: unclear processes, outdated policies, or barriers to innovation Use it as a signal—then ask: is the system helping or hindering progress?

Key insight	Guidelines for managers
Digital service orientation is induced by different combinations of routine elements	Focus on the full picture, not just one aspect: No single routine element drives success alone—it is their combination that matters The role of each behavior may differ depending on the team or function Invest in technology foresight—this is consistently critical Do not overemphasize customer focus at the early stages—it tends to play a secondary role in inducing digital service orientation
Service operations and service sales show similar cross-functional patterns	Use proven patterns to guide change: There is more than one way to succeed—three distinct patterns can all induce digital service orientation Teams lacking one key routine element can often compensate by leaning into another Help teams recognize and strengthen the shared patterns between sales and operations to drive alignment
Rule-bending (workaround behaviors) plays a major role in many teams	Handle rule-bending with care: It can help teams move forward when formal processes fall short—especially if agility or adaptability is missing Too much reliance on bending rules may reveal deeper problems: unclear processes, outdated policies, or barriers to innovation Use it as a signal—then ask: is the system helping or hindering progress?

Source(s): Created by the authors