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

University essay from Göteborgs universitet/Graduate School

Abstract: This thesis aims to research the accelerated digitalization of learning services in a globalcontext. The thesis further aims to research how a multinational company can leverage digitalsolutions to add value for their aftermarket. To fulfill this aim, the research is conducted incollaboration 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 shiftentailed by the Covid-19 pandemic. For Volvo Buses, the digital shift has accelerated thedigitalization of service training. The purpose of this thesis is thereby to expand existingliterature by offering a single case perspective on the challenges and opportunities connectedto digitalization of learning services. To achieve this, previous research on knowledge anddigitalization in relation to the learning process is reviewed. Moreover, the theoreticalframework includes the discussion of digital solutions, including gamification, virtual reality(VR), augmented reality (AR) and e-learning. Empirical findings are derived from aqualitative data collection process consisting of twelve interviews. From the empiricalfindings, six themes are derived by using a thematic analysis. The identified themes are;Collaboration, Information Online, Practical Learning, Learning in Online Format, MarketDifferences and Adopting Digitalization. Market differences are found to permeate thefindings as the case company operates globally. The themes are then discussed in relation tothe theoretical framework. Based on this, the researchers are able to draw conclusions andaddress the studys’ research questions. The theoretical contribution of this study is to fill thegap regarding how global companies adapt to an accelerated digitalization of learningservices, which is done through the single case study of Volvo Buses. In addition, specificrecommendations are provided to the case company, which is the practical contribution ofthis thesis.

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