Strategic change and the reconfiguration of service relationships

Changement stratégique et reconfiguration de la relation de service

Léna Masson () and Anne Dietrich
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Léna Masson: LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille
Anne Dietrich: LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille

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Abstract: This article analyses, within a large retail chain, the mechanisms underpinning the transformation of the service relationship in a context of strategic change. Drawing on the concepts of sensemaking and sensegiving, it highlights the key drivers of this transformation – the (re)design of the interpretive scheme, the development of projective narratives, and their diffusion throughout the organization. Finally, it underscores the links between organizational identity, stakeholder identities and the reconfiguration of the service relationship in a strategic change context, and calls for studying this relationship from a more organizational perspective.

Keywords: Services; Service relationship; Strategic change; Practices; Organizational identity; Pratique; Identité Organisationnelle; Sensegiving; Sensemaking; Changement stratégique; Relation de service; Service (search for similar items in EconPapers)
Date: 2026-04-01
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Published in Revue Française de Gestion, 2026, 327 (1), pp.121-144. ⟨10.1684/rfg.2026.129⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05599867

DOI: 10.1684/rfg.2026.129

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