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The purpose of this paper is to highlight a collaborative effort between academia (University of North Texas, Team Sciences) and practice (Toyota Connected (TC)). This study concentrated on current problems that had been experienced by TC: How to structure and manage multiteam systems (MTSs)?

This research study utilized a realist systematic review to address an existing problem by working collaboratively with TC and academia. This collaboration involved problem identification, the development of research questions and a full systematic review guided by the research questions.

This realist systematic review merged the literature with current practices at TC in an effort to gather evidence to support the best method of structuring and managing MTSs. The findings include a leadership structure that incorporates both shared leadership (bottom-up) and existing hierarchical structures (top-down).

The MTS models presented in this study provide new models for organizations/manufacturers/industries to use as a guide when structuring their MTSs.

This study provides an example of a collaborative research effort between practice and academia using a realist systematic review. The paper also provides some multiteam system models that could be implemented and tested in different organizations. Also, new responsibilities and roles for scrum and MTSs are presented as a new method of achieving Agile.

Digital platform users not only consume but also produce communication related to their experiences. Although service research has explored users' motivations to communicate and focused on outcomes such as electronic word-of-mouth (eWOM), it remains largely unexplored how users iteratively interact with communication artifacts and potentially create value for themselves, other users and service providers. The purpose of this paper is, thus, to introduce communicative affordances as a framework to advance user-created communication (UCC) in service.

Drawing from the literature in communication, service research and interactive marketing, an affordance perspective on UCC in service is introduced.

Three UCC affordances for the service context are presented – interactivity, visibility and anonymity – opportunities and challenges for service providers associated with these affordances are discussed and, finally, affordance-specific research questions and general recommendations for future research are offered.

By conceptualizing UCC in service from an affordances perspective, this paper moves beyond the traditional sender–receiver communication framework and emphasizes opportunities and challenges for service research and practice.

Instead of focusing separately on specific technologies or user behaviors, it is recommended that service managers adopt a holistic perspective of user goals and motivations, use experiences and platform design.

By conceptualizing UCC as an augmenting, dialogical process concerning users’ experiences, and by introducing communicative affordances as a framework to advance UCC in service, an in-depth understanding of the diverse and ever-evolving landscape of communication in service is offered.