This project aims to carry out a critical analysis of how Nordic ideals regarding management and organisation impact the work environment of employees within service and retail. The project has a particular focus on ideals concerning customer orientation, often perceived as “natural” and self-evident to Nordic service organisational practice. We analyse the consequences of prioritising the customer, for example how this leads to problematic power relationships between customer and employee.

The project will contribute knowledge about if a customer-focused organisation can generate an unequal work environment, by upholding power and gender structures. And if these structures in turn provide an arena for violence and sexual harassment of service and retail employees.