Com o passar do tempo, a crescente demanda por produtos ambientalmente mais amigáveis tem suscitado um entendimento mais avançado acerca do Marketing Verde e da forma como se delineia o consumo dentro deste campo com raízes antigas, mas ainda jovem dentro do escopo do Marketing. Nesta direção, o presente estudo consiste em uma aproximação acerca do consumo de produtos concebidos com base nos preceitos do Marketing Verde. Trata-se de um estudo de natureza exploratória que faz uso do método Laddering, baseado na Teoria das Cadeias Meios Fins, para investigar o papel do Marketing Verde no processo de Fidelização de Clientes. Sendo o processo de fidelização já bastante explorado, o presente estudo representa um avanço na medida em que propõe uma aproximação exploratória neste campo, com a finalidade de melhor entender o papel do Marketing Verde. Para tanto, foi preciso definir uma empresa que pudesse ser representativa do Marketing Verde neste estudo, o que foi realizado na primeira fase da presente pesquisa. Por meio de um levantamento com especialistas na área da sustentabilidade, e da posterior validação desta fase com base em análise documental, a empresa ou marca revelada foi a Natura, fabricante brasileira de cosméticos com engajamento em ações socioambientais. A partir desta definição, partiu-se para a aplicação do Laddering com consumidoras assíduas da Natura a fim de desvendar os Atributos, Consequências e Valores presentes no consumo desta marca. Com base nisso, pode-se perceber a forma como estes se ligam no processo de consumo da marca em questão, bem como revelar as implicações mais importantes para explicar o processo de fidelização das clientes participantes do estudo. Como resultado, constata-se o forte peso do Marketing Verde sobre o processo de fidelização destas clientes, na medida em que passa a percebido como diferencial e a ser considerado diante da escolha de uma determinada marca. No caso de produtos cosméticos, cuja finalidade básica está relacionada à obtenção de beleza e bem-estar, a constatação de que o Marketing Verde da marca estudada age tão fortemente, quanto às próprias questões relacionadas à beleza e bem-estar, sobre o processo de fidelização das clientes, significa um avanço no campo de estudo sobre lealdade. / Over time, the growing demand for environmentally friendly products has led to a more advanced understanding about Green Marketing and about the way the consumption rises within this field with ancient roots, but still young within the scope of Marketing. In this sense, the present study consists of an approximation about the consumption of products designed based on the precepts of Green Marketing. This is an exploratory study that makes use of the laddering method, based on the Means-End Chains Theory to investigate the role of Green Marketing in the process of customer loyalty. As the process of loyalty can already be considered extensively explored, this study represents advancement, in the sense it proposes an exploratory approach in this field, in order to best understand the role of Green Marketing. To that end, we have been supposed to define a company that could be representative of Green Marketing in this study, which was conducted in the first phase of this research. Through a survey with experts in the field of sustainability and further validation of this phase based on document analysis, the company or brand revealed has been Natura, Brazilian cosmetics manufacturer, because of its engage in socio-environmental actions, which can be regarded as an exponent of Green Marketing. From this definition, we advanced to the implementation of laddering with assiduous consumers of Natura, in order to uncover the attributes, consequences and values present in the consumption of this brand. On this basis, we can see how these ones link to each other in the process of consumption of the brand in question and reveal the most important implications as capable of explaining the process of customer loyalty in the study. As a result, it can be noticed the heavy importance of the Green Marketing on these customers loyalty, as it is taken into account and considered before choosing a particular brand. In the case of cosmetic products, whose basic purpose is related to the achievement of beauty and wellbeing, the discovery that the Green Marketing of the brand studied acts as strongly as the issues related to beauty and wellness on the loyalty of customers means a breakthrough in the field of study about loyalty.

Muitas tendências têm caracterizado o varejo moderno, entre elas a competição entre a loja física e a loja online. Cada vez mais se observa a necessidade do varejo com loja física investir em ações que criam valor para o cliente durante a sua compra, tornando esse ato um momento prazeroso. Para se obter um maior êxito no desenvolvimento de estratégias que proporcionam experiências positivas torna-se importante entender os fatores tangíveis e intangíveis que oferecem valor para o cliente. O objetivo deste projeto é compreender o que os shoppers, papel exercido por uma pessoa durante o processo de compra, valorizam na experiência de compra. A pesquisa utilizou o modelo de cadeia meios-fim para identificar os elementos formadores de valor para o shopper em um varejo especializado em brinquedos. O valor para o cliente sob a perspectiva da experiência completa de compras tem sido um aspecto pouco estudado no âmbito do varejo, assim como a influência da loja na criação de valor. A revisão da literatura cobriu os seguintes tópicos: o setor de varejo e o varejo de brinquedos, marketing e varejo, o shopper e seu comportamento de compra, valor sob a perspectiva do cliente e experiência de compra. Foram realizadas 15 entrevistas em profundidade por meio da técnica laddering, com mães responsáveis pela compra de brinquedos onde buscou-se obter como resultado as representações chave do valor para o cliente no contexto da experiência de compra. As principais representações encontradas como fruto da pesquisa foram: (i) a loja de brinquedos é um meio de se obter estímulos que auxiliam na formação das crianças; (ii) os estímulos mágicos e lúdicos despertam lembranças e fantasias; (iii) o tempo e o dinheiro são recursos importantes no momento da compra; (iv) o brinquedo buscado é aquele que desperta o desejo da criança; (v) a variedade ofertada é importante para suportar a escolha; e (vi) o sentimento de se fazer uma boa compra é um fator desejado. Finalmente, foram propostas alternativas para que o varejo possa oferecer, com uma frequência cada vez maior, experiências de compra que gerem valor para seus shoppers. / Many trends have characterized the modern retailing, including the competition between the brick and mortar and online stores. Brick and mortar stores have to find new ways to create shopper value making the act of buying a moment of pleasure. In order to obtain success on shopper experiences strategies it is important to consider tangibles and intangibles aspects that provide customer value. This study aims to understand what shoppers value in their shopping experience in a toy store. The literature review covered the following topics: the retail industry and toy stores, marketing and retail, shopper and their buying behavior, customer value and customer experience in retailing. The present research was based on means-end chain model to identify the elements that generates value. In order to reach the research goal a laddering technique was conducted with 15 in-depth interviews. The research has found six main shopper value representations: (i) toy store it\'s a way to get stimulus to help on child development; (ii) the magical and ludic stimuli evokes memories and fantasies; (iii) time and money are important during the purchase process; (iv) a toy has to trigger child\'s desire, (v) different options is important to support the choice; and (vi) there is a desire to feel a good cost benefit when choosing. Finally there is proposal on how a retail can offer a superior value over the shopper experience.

Com o passar do tempo, a crescente demanda por produtos ambientalmente mais amigáveis tem suscitado um entendimento mais avançado acerca do Marketing Verde e da forma como se delineia o consumo dentro deste campo com raízes antigas, mas ainda jovem dentro do escopo do Marketing. Nesta direção, o presente estudo consiste em uma aproximação acerca do consumo de produtos concebidos com base nos preceitos do Marketing Verde. Trata-se de um estudo de natureza exploratória que faz uso do método Laddering, baseado na Teoria das Cadeias Meios Fins, para investigar o papel do Marketing Verde no processo de Fidelização de Clientes. Sendo o processo de fidelização já bastante explorado, o presente estudo representa um avanço na medida em que propõe uma aproximação exploratória neste campo, com a finalidade de melhor entender o papel do Marketing Verde. Para tanto, foi preciso definir uma empresa que pudesse ser representativa do Marketing Verde neste estudo, o que foi realizado na primeira fase da presente pesquisa. Por meio de um levantamento com especialistas na área da sustentabilidade, e da posterior validação desta fase com base em análise documental, a empresa ou marca revelada foi a Natura, fabricante brasileira de cosméticos com engajamento em ações socioambientais. A partir desta definição, partiu-se para a aplicação do Laddering com consumidoras assíduas da Natura a fim de desvendar os Atributos, Consequências e Valores presentes no consumo desta marca. Com base nisso, pode-se perceber a forma como estes se ligam no processo de consumo da marca em questão, bem como revelar as implicações mais importantes para explicar o processo de fidelização das clientes participantes do estudo. Como resultado, constata-se o forte peso do Marketing Verde sobre o processo de fidelização destas clientes, na medida em que passa a percebido como diferencial e a ser considerado diante da escolha de uma determinada marca. No caso de produtos cosméticos, cuja finalidade básica está relacionada à obtenção de beleza e bem-estar, a constatação de que o Marketing Verde da marca estudada age tão fortemente, quanto às próprias questões relacionadas à beleza e bem-estar, sobre o processo de fidelização das clientes, significa um avanço no campo de estudo sobre lealdade. / Over time, the growing demand for environmentally friendly products has led to a more advanced understanding about Green Marketing and about the way the consumption rises within this field with ancient roots, but still young within the scope of Marketing. In this sense, the present study consists of an approximation about the consumption of products designed based on the precepts of Green Marketing. This is an exploratory study that makes use of the laddering method, based on the Means-End Chains Theory to investigate the role of Green Marketing in the process of customer loyalty. As the process of loyalty can already be considered extensively explored, this study represents advancement, in the sense it proposes an exploratory approach in this field, in order to best understand the role of Green Marketing. To that end, we have been supposed to define a company that could be representative of Green Marketing in this study, which was conducted in the first phase of this research. Through a survey with experts in the field of sustainability and further validation of this phase based on document analysis, the company or brand revealed has been Natura, Brazilian cosmetics manufacturer, because of its engage in socio-environmental actions, which can be regarded as an exponent of Green Marketing. From this definition, we advanced to the implementation of laddering with assiduous consumers of Natura, in order to uncover the attributes, consequences and values present in the consumption of this brand. On this basis, we can see how these ones link to each other in the process of consumption of the brand in question and reveal the most important implications as capable of explaining the process of customer loyalty in the study. As a result, it can be noticed the heavy importance of the Green Marketing on these customers loyalty, as it is taken into account and considered before choosing a particular brand. In the case of cosmetic products, whose basic purpose is related to the achievement of beauty and wellbeing, the discovery that the Green Marketing of the brand studied acts as strongly as the issues related to beauty and wellness on the loyalty of customers means a breakthrough in the field of study about loyalty.

This doctoral thesis ‘Real Estate Development: a Customer Perspective’, mainly concerns questions that are related to why consumers make a choice and what they are looking for. The first part of this thesis is the result of the research project ‘Models for the Construction Sector’ (MoPo) and the second part is the result of a collaborative project between KTH Royal Institute of Technology, the Construction Sector Innovation Centre (BIC), five private companies[1] and four municipalities in Stockholm County. Since the Latham report (Latham, 1994), there has been considerable debate about the need for an increased focus on the end customer in the construction process. The housing sector in Sweden has a strong tradition in focusing on construction and project management issues and less on customer satisfaction. Similar findings have been reported in ‘Skärpning gubbar’ (Swedish Government Official Report, 2002) and recently, ‘Sega gubbar’ (Byggkommisionen, 2009), which show that attitudes and processes in the housing sector in Sweden have not really changed since the initial report in 2002. From the perspective of consumer-oriented research in residential development, this issue concerns the ability to understand why customers buy (cognition), what they want (the product) and how the message, relating the product to the consumer, should be formulated (marketing). Investment decisions could be improved if developers ask what kind of values have proved to be important for residents and buyers for a specific type of residential development, what the functional and psychological consequences they are looking for are, and then ask what kind of product attributes can be provided, given economic constraints. Paper one shows the main activities in how to provide needed facilities and their relationship to the end users’ core business. Paper two shows how the laddering technique can be used to elicit buyers’ beliefs about the built environment, according to the means-end chain theory. The means-end chain theory postulates that buyers purchase a product because it satisfies personal values and desired consequences, which from their perspective are more important than product attributes. Paper three shows the development of a multi-item attitude scale. This scale identifies five key dimensions that are important for the customer when deciding to purchase an apartment in a residential development. The dimensions are: urban environment, architecture, safety, relaxation and liveliness. Paper four shows structural modelling evidence supporting the theoretical assumption that personal values have an impact upon expectations and perceived performance. The structural sub-models show that if perceived performance is increased, customers’ satisfaction will be positively affected. During our research, we have not found any current knowledge in the construction industry in Sweden on how to investigate and measure customers’ values and their beliefs, or how to model customers’ evaluation of product performance using structural equations. [1] Besqab, JM, NCC, Stockholm municipality, Solna municipality, Sollentuna municipality, Swedbank, Upplands-Väsby municipality, Veidekkke. / <p>QC 20100729</p> / Formas 244-2004-183

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Made available in DSpace on 2015-03-05T18:38:00Z (GMT). No. of bitstreams: 0 Previous issue date: 27 / Bolsa para curso e programa de Pós Graduação / A obtenção de informações sobre valor para o cliente torna-se essencial para análise de investimentos atuais e futuros nos serviços/produtos. O propósito deste trabalho é estabelecer uma estrutura de análise de congruência e possíveis trade-offs das perspectivas entre o que é valor para o cliente e a intenção organizacional. A base da proposta refere-se à abordagem da teoria Cadeias Meios-Fim (Chain end-means), a qual estabelece uma estrutura cognitiva relacionando três níveis que variam de elementos concretos para níveis mais abstratos: atributos (Como?), conseqüências de uso (O quê?) e valores (Por que?). Para o presente estudo utilizou-se o método de Escalada (Laddering) o qual também foi operacionalizado em uma fase quantitativa pela adaptação da Técnica de Associação de Padrões (APT) para a construção do Mapa Hierárquico de Valor. A instituição de ensino analisada foi a Universidade do Vale do Rio dos Sinos – Unisinos, através dos seus cursos de MBA’s. Os resultados obtidos evidenciam congruências e i / The acquisition of information on value for the customer becomes essential for the analysis of investments, current and futures in the products. The purpose of this work is to establish a structure of consistency analysis and possible trade-offs between what is value for the customer and for the organizational intention. The base of the proposal refers to the approach of the theory Chain end-means, which establishes a cognitive structure relating three levels that vary from concrete elements to the most abstract levels: attributes (How?), use consequences (What?) and values (Why?). The present study was elaborated using Laddering and in a quantitative phase for the Association Pattern Technique (APT), method for the construction of the Hierarchical Map of Value (HVM). The results presented evidence consistencies and inconsistencies in the three levels of the chain, in the two perspectives and between the two methods. The analysis of those results contributes to possible strategic decision-making in the m

This thesis focuses on pre-conditions for organisations to implement knowledge management systems (KMS). Prior research suggests knowledge management (KM) is a capability and, as such, organisations need to know if they are ready to embark on KM initiatives that develop this capability. The findings of my research contend that measuring readiness is a prerequisite for implementing KMS holistically. I argue that effective KMS integrates the creation, mobilisation and diffusion stages of the knowledge life-cycle. Therefore, a system for gauging organisational readiness for KMS necessitates understanding the organisation’s inclination to create, mobilise and diffuse knowledge. Drawing from Socio-Technical Systems (STS) Theory, this study uses three dimensions, Infrastructure, Knowledge Structure and Knowledge Culture, to gauge each stage of the knowledge life-cycle. This study develops an instrument – the Knowledge Implementation Assessment Tool (KIAT) – to assess an organisation’s readiness for KMS. An organisation’s readiness can be said to increase as the measure on each dimension increases. In addition, this study found that structurally diverse Communities For Performance are needed to leverage Communities Of Practice in delivering direct business results, and that the implementation of KMS must be governed within and by cross-functional business processes. The knowledge-based theory of the firm and the knowledge life-cycle theory provide a conceptual understanding that managing the creation, mobilisation and diffusion of knowledge can yield competitive advantage. Based on these theories, an in-depth case study was conducted in Schlumberger’s technical service delivery process. The study analysed the implementation and the use of InTouch, Schlumberger’s KMS. The case study was conducted using an Abductive research strategy. The Means-End Chain approach and its laddering technique were used to collect and analyse data to establish 35 attributes vital for the implementation of an effective KMS – one that brings beneficial results. These attributes form the basis for creating the readiness assessment instrument – KIAT. A KMS implementation affects the social and technical aspects of an organisation. This study categorised the attributes along the three STS dimensions. The basis of the categorisation was the fit between each attribute and an STS dimension. The result is an assessment instrument to measure organisational readiness. The instrument, KIAT, consists of 50 factors to measure organisational readiness along the three STS dimensions for the creation, mobilisation and diffusion of knowledge. KIAT is operationalised in three organisational cases in different industries and processes. This allowed the instrument to be refined and led to the development of procedures to apply KIAT. The cases suggest that KIAT provides useful insights to discover or confirm KMS readiness where a cross-functional business process is the unit of analysis. The research contributes to research methodology in the KM field, as it is the first to use the Means-End Chain approach into knowledge management research by representing a hierarchy of organisational goals in a knowledge management initiative. For practitioners, my research makes two contributions. One, the KIAT readiness assessment instrument to diagnose their organisational readiness and take informed decisions. Two, the understanding of Communities For Performance. This study points the way for further research. This includes directions to explore the relationship between the levels of readiness and the effectiveness of KMS implementation, the relationship between organisations’ experience and their readiness, and the relationship between the dynamics of the KIAT Factors and organisational learning.

Submitted by Paulo Curzio (curzioph@gmail.com) on 2015-03-26T17:17:46Z No. of bitstreams: 1 Dissertação Paulo Henrique Curzio EAESP.pdf: 4193775 bytes, checksum: 1792aedb76b16ba6474fdef23b4301da (MD5) / Rejected by PAMELA BELTRAN TONSA (pamela.tonsa@fgv.br), reason: Bom dia Paulo, Para que possamos agilizar seu processo, você deve fazer algumas alterações: * O titulo submetido ao trabalho não corresponde ao que encontra-se na ATA ( CADEIA MEIOS-FIM NO VAREJO CULTURAL ) Para que possamos aceitar, você deverá solicitar a sua orientadora que compareça a secretaria para fazer a alteração no verso do documento. *As palavras Resumo e Abstract devem ser em negrito, as demais palavras sem negrito. *É obrigatorio o AGRADECIMENTO. Qualquer duvida estou a disposição, Att. Pâmela Tonsa 3799-7852 on 2015-03-30T13:40:12Z (GMT) / Submitted by Paulo Curzio (curzioph@gmail.com) on 2015-03-30T20:34:10Z No. of bitstreams: 1 Dissertação Paulo Henrique Curzio 2015.pdf: 4196656 bytes, checksum: 77c1ab61feda18f54697bb4872d4aa57 (MD5) / Approved for entry into archive by PAMELA BELTRAN TONSA (pamela.tonsa@fgv.br) on 2015-03-31T11:29:48Z (GMT) No. of bitstreams: 1 Dissertação Paulo Henrique Curzio 2015.pdf: 4196656 bytes, checksum: 77c1ab61feda18f54697bb4872d4aa57 (MD5) / Made available in DSpace on 2015-03-31T17:31:22Z (GMT). No. of bitstreams: 1 Dissertação Paulo Henrique Curzio 2015.pdf: 4196656 bytes, checksum: 77c1ab61feda18f54697bb4872d4aa57 (MD5) Previous issue date: 2015-02-23 / O objetivo geral desta pesquisa foi compreender as cadeias meios-fim de consumidores em relação à experiência de compra no varejo cultural, mais especificamente em livrarias megastore – para isso, foram identificados os principais atributos, consequência e valores pessoais a fim de analisar suas inter-relações. Além disso, foram exploradas as particularidades das cadeias meios-fim de clientes divididos por comportamento de compra. Esta pesquisa pretendeu, ainda, analisar até que ponto os elementos que criam a experiência de compra estão alinhados às cadeias meios-fim dos clientes. Design/metodologia/abordagem: O trabalho utilizou a técnica laddering por meio de 56 entrevistas em profundidade com clientes de uma livraria megastore. A análise de conteúdo foi realizada por dois pesquisadores independentes e permitiu a geração de quatro mapas hierárquicos de valor (HVM): um mapa geral referente às cadeias meios-fim dos clientes e três mapas de clientes divididos por comportamentos de compra. Principais achados: Os HVM permitiram evidenciar as relações mais fortes nas cadeias meios-fim dos clientes, bem como comparar os diferentes grupos de comportamento de compra. Concluiu-se que o cliente da livraria é orientado por, principalmente, seis valores pessoais pertencentes a diferentes dimensões de valor, indicando sua alta complexidade. A pesquisa identificou, ainda, que a segmentação por comportamento de compra não apresenta particularidades relevantes, referentes às cadeias meios-fim, em todos os grupos; e que a compreensão das cadeias meios-fim, de fato, possuem enorme potencial para auxiliar a criação da experiência de compra no varejo cultural, uma vez que estão altamente relacionadas. Originalidade/valor: Este trabalho ampliou a compreensão das cadeias meios-fim no setor cultural e de sua integração com a criação da experiência de compra no varejo – questões ainda pouco exploradas por trabalhos de marketing.

No Brasil, o amplo incentivo e a disponibilidade de financiamento à produção habitacional de baixa renda, nos últimos anos têm estimulado a padronização do produto e aplicação de conceitos de produção em massa neste setor. No entanto, a entrega de produtos altamente padronizados a clientes com diferentes necessidades, desconsiderando seus modos de vida e percepções de valor, frequentemente resulta em produtos inadequados, os quais necessitam ser modificados logo após a entrega. A customização em massa tem se destacado como uma estratégia para aprimorar a geração de valor e aumentar o grau de satisfação de clientes na indústria da manufatura. No contexto da habitação de baixa renda, a definição de um conjunto de opções relevantes do ponto de vista dos clientes, baseado na sua percepção de valor, é um dos principais desafios para a implementação desta estratégica. O objetivo da presente pesquisa consiste em propor um método para identificar atributos customizáveis da empreendimentos habitacionais customizados, baseado em um modelo conceitual denominado cadeia meios-fim. Este modelo foi adaptado ao contexto de habitação de baixa renda, de forma a ser utilizado para relacionar os atributos do produto com os valores dos clientes, por meio da aplicação da técnica laddering. Além disso, a pesquisa tem como objetivo específico desenvolver dispositivos visuais que apoiem a tomada de decisão sobre a oferta de espaços de solução para unidades habitacionais customizadas. Com o objetivo de testar a aplicabilidade da solução desenvolvida, foram realizados dois estudos empíricos. O primeiro estudo foi desenvolvido para o segmento de mercado específico de uma empresa construtora de habitações, enquanto no segundo estudo fez-se a comparação de quatro segmentos de mercado delineados no Programa Minha Casa Minha Vida. A principal contribuição do método proposto é indicar as unidades de customização que são mais relevantes para os clientes finais e modelar a geração de valor na perspectiva dos usuários finais, de forma a entender as prioridades estabelecidas pelos mesmos. Além disso, os resultados permitem entender diferenças sobre a geração de valor para diferentes perfis de clientes e identificar oportunidades de melhoria em produtos habitacionais existentes. / In Brazil, high incentives and availability of funding for low-cost housing projects, in recent years, have encouraged product standardization and the application of mass production ideas in that sector. However, the delivery of highly standardized housing units to customers with different requirements, without considering their lifestyles and perceptions of value, often results in inadequate products, which need to be modified soon after delivery. Mass customization has been pointed out as an effective strategy to improve value generation and increase the degree of client satisfaction in the manufacturing industry. In the context of low-cost housing, the definition of a set of relevant options from the point of view of clients, based on their perceptions of value, is a major challenge for the implementation of this strategy. The aim of this research work is to propose a method for identifying value-adding attributes in customized housing projects, based on a conceptual model named means-end chain. That model was adapted to the low-cost housing context in order to connect product attributes to clients’ values, by applying the laddering technique. Besides, this investigation has the secondary aim of devising visual devices that can support decision-making related to the solution space of customised housing units. Two empirical studies were carried out in order to assess the applicability of the proposed solution. The first study was developed considering the specific market segment of a house-building company, while in the second study a comparison was made between four segments of the My House My Life Program. The main contribution of the proposed method is to identify which customization units are the most relevant ones for the final clients, as well as to model value generation from the point of view of clients, with the aim of understanding the priorities established by them. Moreover, the results explain differences in value generation for distinct client profiles, and identify improvement opportunities for existing housing products.

This thesis focuses on pre-conditions for organisations to implement knowledge management systems (KMS). Prior research suggests knowledge management (KM) is a capability and, as such, organisations need to know if they are ready to embark on KM initiatives that develop this capability. The findings of my research contend that measuring readiness is a prerequisite for implementing KMS holistically. I argue that effective KMS integrates the creation, mobilisation and diffusion stages of the knowledge life-cycle. Therefore, a system for gauging organisational readiness for KMS necessitates understanding the organisation’s inclination to create, mobilise and diffuse knowledge. Drawing from Socio-Technical Systems (STS) Theory, this study uses three dimensions, Infrastructure, Knowledge Structure and Knowledge Culture, to gauge each stage of the knowledge life-cycle. This study develops an instrument – the Knowledge Implementation Assessment Tool (KIAT) – to assess an organisation’s readiness for KMS. An organisation’s readiness can be said to increase as the measure on each dimension increases. In addition, this study found that structurally diverse Communities For Performance are needed to leverage Communities Of Practice in delivering direct business results, and that the implementation of KMS must be governed within and by cross-functional business processes. The knowledge-based theory of the firm and the knowledge life-cycle theory provide a conceptual understanding that managing the creation, mobilisation and diffusion of knowledge can yield competitive advantage. Based on these theories, an in-depth case study was conducted in Schlumberger’s technical service delivery process. The study analysed the implementation and the use of InTouch, Schlumberger’s KMS. The case study was conducted using an Abductive research strategy. The Means-End Chain approach and its laddering technique were used to collect and analyse data to establish 35 attributes vital for the implementation of an effective KMS – one that brings beneficial results. These attributes form the basis for creating the readiness assessment instrument – KIAT. A KMS implementation affects the social and technical aspects of an organisation. This study categorised the attributes along the three STS dimensions. The basis of the categorisation was the fit between each attribute and an STS dimension. The result is an assessment instrument to measure organisational readiness. The instrument, KIAT, consists of 50 factors to measure organisational readiness along the three STS dimensions for the creation, mobilisation and diffusion of knowledge. KIAT is operationalised in three organisational cases in different industries and processes. This allowed the instrument to be refined and led to the development of procedures to apply KIAT. The cases suggest that KIAT provides useful insights to discover or confirm KMS readiness where a cross-functional business process is the unit of analysis. The research contributes to research methodology in the KM field, as it is the first to use the Means-End Chain approach into knowledge management research by representing a hierarchy of organisational goals in a knowledge management initiative. For practitioners, my research makes two contributions. One, the KIAT readiness assessment instrument to diagnose their organisational readiness and take informed decisions. Two, the understanding of Communities For Performance. This study points the way for further research. This includes directions to explore the relationship between the levels of readiness and the effectiveness of KMS implementation, the relationship between organisations’ experience and their readiness, and the relationship between the dynamics of the KIAT Factors and organisational learning.