The Organizational Learning Process in the Design of a new Service

This paper explores the organizational learning process experienced in the design of a new packing service for the pharmaceutical sector, using the 4I model designed by Crossan, Lane and White (1999) and its further developments. According to the 4I model, learning occurs at the individual, group and organizational levels. Each level shows different learning processes. We carried out an exploratory study using qualitative research methods. In-depth interviews were conducted with four workers of the company who participated in the creation of a new packing service. In addition, a focus group was conducted with six workers of the same firm. We found evidence supporting the learning processes stated by the original model and its further developments. The interviews and focus group results suggested that organizational learning is not always a lineal process as stated by the model. Individual and group learning are parallel interacting and unfinished processes. This study contributed to adding empirical evidence to the 4I model of organizational learning and its further developments, in a manufacturing firm. Since the nature of this study was exploratory and the results are based on one company, the scope is limited; further research is needed for a deeper understanding of the findings and its relevance in other sectors.