The first stage was approaching the firm to study the organizational
learning processes in the creation of a new service, following the 4I
model and its further developments. The second stage was the
definition of categories for the analysis. The chosen categories were
the organizational learning processes stated in the last version of the
4I model (Castañeda and Fernández, 2007). The third stage was the
design of an interview guide and its validation by academic pairs.
The fourth stage was the interview process. Permission was asked to
record the interviews. Then, interviews were transcribed and
information was verified based on the audio records. The fifth stage
was the codification of the information based on the categories. The
sixth stage was the content analysis using the program called
Software for Qualitative Research Nvivo 8. The seventh step was the focus group. The eighth step was the analysis of the information of
the focus group and its relationship with individual interviews.