Crossan et al. (2011) stated that few strategy researchers have
taken an interest in organizational learning, while organizational
learning researchers with underlying expertise in psychology and
sociology have been uninterested in strategy. As stated by Marín and
Velasco (2001), it is common companies develop strategies without
reflection and documentation of the learning process. This research
contributed to bridge the gap, studying the organizational learning
process in the context of the design of a new organizational service,
which is a strategic task in a firm.