This paper examines managerial attention alteration in an integrated product-service development project. A case study was conducted to shed light on the issue of developing integrated offerings in a product-oriented organisation. It is shown that attention given to product-related aspects will suppress service-related aspects. Since structures and channels benefit a product-orientation, service-related issues that use the same channels tend to be undermined. It is suggested that attention to both aspects would be enabled by a focus on the overall integrated offering rather than on the individual components competing for attention. However, an integrated project faces challenges in maintaining such a focus due to organisational structures that separate product- and service-related issues into separate channels.

中文翻译：

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集成产品服务开发中的管理注意力变更

本文研究了集成产品服务开发项目中的管理者注意力变更。进行了案例研究，以阐明在面向产品的组织中开发集成产品的问题。结果表明，对产品相关方面的关注将抑制与服务相关的方面。由于结构和渠道有利于以产品为导向，因此使用相同渠道的与服务相关的问题往往会受到破坏。建议通过关注整体集成产品而不是争夺注意力的单个组件来实现对这两个方面的关注。但是，由于组织结构将与产品和服务相关的问题分为不同的渠道，因此，在保持这种重点方面，集成项目面临着挑战。