Adapting to Accelerated Digitalization of Learning Services - A Single Case Study of Global Service Training at Volvo Buses

Abstract: This thesis aims to research the accelerated digitalization of learning services in a global context. The thesis further aims to research how a multinational company can leverage digital solutions to add value for their aftermarket. To fulfill this aim, the research is conducted in collaboration with the global bus manufacturing company Volvo Buses. More specifically, this study focuses on the case company’s global service training in relation to the digital shift entailed by the Covid-19 pandemic. For Volvo Buses, the digital shift has accelerated the digitalization of service training. The purpose of this thesis is thereby to expand existing literature by offering a single case perspective on the challenges and opportunities connected to digitalization of learning services. To achieve this, previous research on knowledge and digitalization in relation to the learning process is reviewed. Moreover, the theoretical framework includes the discussion of digital solutions, including gamification, virtual reality (VR), augmented reality (AR) and e-learning. Empirical findings are derived from a qualitative data collection process consisting of twelve interviews. From the empirical findings, six themes are derived by using a thematic analysis. The identified themes are; Collaboration, Information Online, Practical Learning, Learning in Online Format, Market Differences and Adopting Digitalization. Market differences are found to permeate the findings as the case company operates globally. The themes are then discussed in relation to the theoretical framework. Based on this, the researchers are able to draw conclusions and address the studys’ research questions. The theoretical contribution of this study is to fill the gap regarding how global companies adapt to an accelerated digitalization of learning services, which is done through the single case study of Volvo Buses. In addition, specific recommendations are provided to the case company, which is the practical contribution of this thesis.