Estrategias utilizadas por la competencia

Lastly  I  will  outline  ethical  concerns  related  to  the  interviews,  the  data  from  Telenor,  as   well  as  the  data  from  Twitter.  

According   to   the   Norwegian   National   Research   Ethics   Committees,   maintaining   the   integrity   of   those   interviewed   is   essential   both   before   and   after   an   interview   (De   Nasjonale   Forskningsetiske   Komiteene,   2010).   To   ensure   this   I   have   sent   the   latest   research   proposal   to   each   interviewee,   made   sure   they   were   comfortable   with   being   recorded,  and  made  sure  that  they  were  comfortable  with  not  being  anonymous.  After   the  interviews  I  have  sent  relevant  quotations  of  the  thesis  to  those  it  concerns,  so  they   can  correct  any  mistakes.  This  was  to  ensure  the  reliability  of  the  thesis.    

This  thesis  also  utilizes  NPS  data  I  have  received  from  Telenor  Norway.  To  have  access   to  these  sets  of  text  messages  I  have  signed  a  Non-­‐disclosure  agreement  with  Telenor.   Since  the  datasets  contains  personal  information,  customer  ID,  location,  time  and  date,  

this  is  clearly  sensitive  information.  This  thesis  intention  is  not  to  analyze  personal  data,   so   I   have   therefore   deleted   both   customer   ID   and   the   customer’s   name   from   the   datasets   used   in   the   analysis.   The   project   has   also   been   reviewed   by   the   Norwegian   Social  Science  Data  Services  (Norsk  Samfunnsvitenskapelig  Datatjeneste,  2015).    

It   should   also   be   noted   that   this   thesis   is   written   in   part   with   an   ongoing   project   at   Telenor  on  text  mining.  And  though  I  have  participated  in  meetings  on  this  project  at   Telenor,  the  thesis  has  always  had  its  own  research  question,  agenda  and  outcome.  At   no   point   has   there   been   any   pressure   from   Telenor   when   it   comes   to   direction   of   research,  or  to  not  be  critical  of  the  company’s  capabilities.    

The  thesis  also  uses  publically  available  data  from  Twitter.  There  is,  however,  a  debate   as  to  what  degree  these  statements  are  actually  intended  as  public,  and  the  ethicality  of   using  them  in  a  different  context.  Even  though  most  tweets  are  public,  the  user  might   not  be  comfortable  being  part  of  a  public  discourse,  or  even  an  academic  analysis.  There   are   according   to   articles   on   the   Norwegian   National   Research   Ethics   Committees’   websites  no  clear  guidelines  on  how  Twitter  data  should  be  handled  in  academia  as  of   yet  (De  Nasjonale  Forskningsetiske  Komiteene,  2014;  Jakobsen,  2013).    

Mostly,  this  thesis  performs  textual  analysis  of  aggregated  patterns  in  the  data,  where   individual  users  are  not  identifiable.  However,  to  exemplify  what  lies  behind  this  data,   one   or   two   representative   tweets   are   often   presented.   As   it   is   not   my   goal   to   violate   anyone’s  sense  of  privacy,  I  have  contacted  all  users  of  example  tweets  in  this  thesis  and   received  their  permission  to  use  the  tweet.  This  approach  might  not  be  possible  for  a   more   extensive   work   of   research   utilizing   data   from   Twitter,   but   for   the   limited   selection   used   here,   it   seemed   most   appropriate.   To   what   degree   online   publically   available  statements  are  really  public  statements  is  a  debate  that  will  probably  develop,   as   these   sources   of   information   are   more   often   utilized   in   journalism   and   academic   work.    

The   next   chapter   outlines   the   empirical   findings   that   stem   directly   from   the   methodological  choices  presented  in  this  chapter.  These  will  be  analyzed  and  discussed   in  relation  to  the  literature  outlined  in  the  previous  chapter.    

4. Empirical and Analytical chapter

This   chapter   will   present   the   main   empirical   findings,   and   analyze   as   well   as   discuss   these.   The   chapter   will   first   introduce   the   case   and   put   it   in   context   with   service   innovation.  Next,  the  chapter  consists  of  three  major  sections,  which  are  rooted  in  the   sub-­‐questions  of  the  research  question.  At  the  end  of  each  of  these  three  sections  there   will  be  a  summarizing  table  of  the  main  findings,  and  implications  for  the  literature.  The   research   question   to   which   these   sub-­‐questions   adhere   is:   How   can   a   large   service  

company   gather   and   utilize   feedback   from   customers   and   consumers   as   a   source   of   innovation?    

The  interviews  conducted  will  be  referred  to  in  general  in  this  chapter,  unless  specific   quotations   are   used.   The   interviews,   text   messages   and   tweets   utilized   were   all   originally  in  Norwegian,  but  the  material  presented  in  this  chapter  has  been  translated   into  English  so  as  to  be  in  line  with  the  rest  of  the  thesis.        

4.1 Case

This  section  will  outline  the  case  at  hand,  present  a  brief  history  of  customer  feedback   at  Telenor,  and  put  this  in  context  with  the  literature  on  service  innovation.    

Telenor  is  a  Norwegian  telecommunications  service  company,  originally  established  in   1855  as  “Telegrafverket”  and  operated  by  the  national  government.  Today,  Telenor  is  a   private   business,   but   the   Norwegian   Government   is   still   the   major   stakeholder   with   around  53.97%  of  the  shares  of  the  company.  Telenor  Group  has  over  the  years  grown   to  be  one  of  the  largest  mobile  telecommunications  companies  in  the  world,  and  have   branches  in  Scandinavia,  Eastern  Europe  and  Asia.  Though  there  will  be  a  few  examples   from   different   branches   of   Telenor   Group   in   this   thesis,   the   focus   will   be   on   Telenor   Norway,  and  Norwegian  customers  (Telenor  Group,  2013a,  2013b).