customer orientation

The professional reintegration of veterans is a major challenge for Ukraine’s post-war recovery and requires vocational education aligned with labour market needs. The tourism and hospitality industry offers employment opportunities, but transition to civilian work requires sector-specific knowledge, digital competence, communication, teamwork, decision-making and adaptability. The study aims to develop and theoretically substantiate a conceptual model for integrating interactive digital learning technologies into veterans’ vocational education for employment in the tourism and hospitality industry. The methodology combines secondary analysis of a sociological survey conducted by the Ukrainian Veterans Fund and the Rating Sociological Group in December 2025 among 240 respondents, competency mapping and a systematic literature review. The analysis identified transferable military competencies, including discipline, teamwork under pressure, logistical planning and decision-making in dynamic situations. It also revealed gaps in customer orientation, digital literacy and personalised service. The proposed model links veterans’ competencies and educational needs with labour market requirements through interactive technologies, including problem-based, case-based, simulation-based and scenario-based learning, microlearning, the flipped classroom, Learning Management Systems, Virtual Reality, Augmented Reality and Geographic Information Systems. The model provides a framework for translating military experience into civilian professional competencies and supports vocational programmes for veterans seeking employment in the tourism and hospitality industry. Its application may strengthen employability, facilitate social reintegration and contribute to Ukraine’s post-war recovery. Further research should validate the model through implementation and evaluation.

Introduction This study explores how ADHD-related neurodiversity is experienced within marketing teams, particularly in customer-oriented and boundary-spanning work. Method Using a grounded theory approach, semi-structured interviews were conducted with 35 marketing managers, frontline employees, and freelancers/consultants, including 19 participants with a formal ADHD diagnosis and 16 participants with direct professional experience working with colleagues with ADHD. Results The analysis generated three theoretical codes: Neurodiverse Cognitive Synergy, Mediated Empathy in Boundary-Spanning, and Resilient Organizational Adaptation. The findings indicate that ADHD-related characteristics, including divergent thinking, creativity, intense focus, and adaptability, may be experienced as resources. At the same time, impulsivity, distraction, stress, communication difficulties, and social isolation may create challenges. These outcomes appear to depend on task demands, role fit, interpersonal relationships, and organizational support. Contribution The study develops an exploratory, data-grounded framework that explains how organizational and relational conditions may shape how ADHD-related characteristics are engaged in customer-oriented marketing work, without assuming a direct or causal relationship between ADHD and innovation.

مقدمه: این مطالعه به بررسی تجربه تنوع‌عصبی مرتبط با ADHD در تیم‌های بازاریابی، به‌ویژه در فعالیت‌های مشتری‌محور و مرزگشایی می‌پردازد. روش: با استفاده از رویکرد نظریه داده‌بنیاد، مصاحبه‌های نیمه‌ساختاریافته با ۳۵ نفر از مدیران بازاریابی، کارکنان خط مقدم و فریلنسرها/مشاوران انجام شد که شامل ۱۹ نفر با تشخیص رسمی ADHD و ۱۶ نفر با تجربه حرفه‌ای مستقیم در همکاری با همکاران دارای ADHD بودند. نتایج: تحلیل داده‌ها به استخراج سه کد نظری انجامید: هم‌افزایی شناختی تنوع‌عصبی، همدلی میانجی‌شده در مرزگشایی و سازگاری سازمانی مقاوم. یافته‌ها نشان می‌دهد ویژگی‌های مرتبط با ADHD از جمله تفکر واگرا، خلاقیت، تمرکز شدید و سازگاری می‌تواند به عنوان منابعی تجربه شود؛ در حالی که تکانشگری، حواس‌پرتی، استرس، دشواری‌های ارتباطی و انزوای اجتماعی ممکن است چالش‌هایی ایجاد کند. این پیامدها به نظر می‌رسد به الزامات وظیفه، تناسب نقش، روابط بین‌فردی و حمایت سازمانی وابسته باشد. مشارکت: این پژوهش چارچوبی اکتشافی و داده‌بنیاد ارائه می‌دهد که تبیین می‌کند چگونه شرایط سازمانی و ارتباطی می‌تواند نحوه به‌کارگیری ویژگی‌های مرتبط با ADHD را در فعالیت‌های بازاریابی مشتری‌محور شکل دهد، بدون آنکه رابطه‌ای مستقیم یا علّی میان ADHD و نوآوری فرض شود.