B2C Mass Customization in the Classroom

The purpose of this article is to describe an internet-based mass customization assignment in Operations Management/Supply Chain Management classes where students utilize the Web site of a company that offers a customized product. Students evaluate the user interface, judge the value proposition of the product they demonstrate, and discuss issues of product design, process design and scheduling, inventory management, Supply Chain Management, marketing, and competitors. The students learn about mass customization from both the producer\u27s perspective and the consumer\u27s perspective. Through their own research and the class presentations students are able to develop a better understanding of the implementation requirements and challenges of mass customization. The assignment is highly interactive and has been successfully used in Operations Management and Supply Chain Management courses at under-graduate and graduate levels and at multiple universities. In addition, practitioners interested in implementing a mass customization process can use the assignment as a brainstorming or benchmarking exercise

Toward the future of global corporate travel management

This study aims to develop the global corporate travel management. In details, it reflected the current challenges in travel programme of buyers, discovered future scenarios of business travel and recommended strategic short and long-term actions. The study used qualitative approach to recognize challenges in corporate travel management. Interviews with sourcing and travel managers/assistants from three same size corporate buyers were conducted in October, 2017. Additionally, scenarios were built based on conventional intuitive logics method. Therein, 88 macro-economic and industrial trends were identified through secondary research. Discussions were organized with experts to rank the trends. Main findings from empirical research are a list of challenges in corporate travel management. Additionally, four scenarios “Demand More”, “Brand New”, “More Opportunities” and “No Surprise” were created based on two driven factors: The distribution of airlines standard network in the market share and intensity of tailored made travel services. In each scenario, proposed main travel solutions providers are travel agencies, direct booking aggregators and travel agencies, the internet, and GDS operators respectively. At the end, short and long-term strategic actions such as rewarding travellers when savings and driving toward traveller-centricity were recommended. The study contributed new aspects to the academic world. It built four future scenarios of business travel from corporate buyer’s perspective. After that, it presented scenarios implications and strategic actions for stakeholders. Such approach was not commonly used in previous studies. Besides, the study identified new participant - NDC aggregators – and new roles of GDS operators and metasearch engine in business travel distribution channels. In practice, the study tackled real business issue. It recognized the challenges and gave solutions to improve corporate travel management through short-term actions. Four scenarios and their implications mitigate the consequences of changes and clarify the managers concern. Lastly, long-term strategy navigates the global corporate travel management, at the same time, gradually changes the mindset of manager in suppliers’ negotiation and travel management

What should economists measure? The implications of mass production vs. mass customization

Consumer behavior ; Production (Economic theory) ; Productivity

Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research

This paper reviews the published articles on eTourism in the past 20 years. Using a wide variety of sources, mainly in the tourism literature, this paper comprehensively reviews and analyzes prior studies in the context of Internet applications to Tourism. The paper also projects future developments in eTourism and demonstrates critical changes that will influence the tourism industry structure. A major contribution of this paper is its overview of the research and development efforts that have been endeavoured in the field, and the challenges that tourism researchers are, and will be, facing

A survey of simulation techniques in commerce and defence

Despite the developments in Modelling and Simulation (M&S) tools and techniques over the past years, there has been a gap in the M&S research and practice in healthcare on developing a toolkit to assist the modellers and simulation practitioners with selecting an appropriate set of techniques. This study is a preliminary step towards this goal. This paper presents some results from a systematic literature survey on applications of M&S in the commerce and defence domains that could inspire some improvements in the healthcare. Interim results show that in the commercial sector Discrete-Event Simulation (DES) has been the most widely used technique with System Dynamics (SD) in second place. However in the defence sector, SD has gained relatively more attention. SD has been found quite useful for qualitative and soft factors analysis. From both the surveys it becomes clear that there is a growing trend towards using hybrid M&S approaches

Marketing Mix in E-Commerce

The purpose of this thesis is to examine McCarthy’s marketing mix, that is, the 4Ps of marketing – product, price, place and promotion – in e-commerce literature and answer the research question "How are the 4Ps presented in the context of e-commerce?". This is a current topic because e-commerce has experienced rapid growth in recent years and the evolution is still expected to continue. E-commerce has been said to reshape business processes and entire industries, bringing benefits for both the companies and the consumers. Thus, it could be assumed that the 4Ps in e-commerce are presented very differently compared to the traditional views on products, price, place and promotion. The differences are indeed visible in the presentations of the Ps in the academic literature. When it comes to products, virtual and digital goods have emerged and have even replaced physical goods in some industries. Product assortment has grown remarkably and niche products generate a great amount of the online sales. Pricing, on the other hand, is described as dynamic and price discrimination seems to be popular, especially in the travel industry but also in retail. Place-wise the purchase in not connected to a physical place anymore as shopping is possible 24/7 in online stores. Also, the role of the Internet as a distribution channel is widely noticed, as it enables e-, multi- and omnichannel solutions. In the case of promotion, the Internet provides the infrastructure for online advertising. However, the biggest opportunity and challenge offered by e-commerce is the electronic word-of-mouth that facilitates the spread of both positive and negative experiences from consumer to consumer and hence, is rather difficult for companies to control

Managing Customization in Health Care: A Framework Derived from the Services Sector Literature

Organizations that provide health services are increasingly in need of systems and approaches that will enable them to be more responsive to the needs and wishes of their clients. Two recent trends, namely, patient-centered care (PCC) and personalized medicine, are first steps in the customization of care. PCC shifts the focus away from the disease to the patient. Personalized medicine, which relies heavily on genetics, promises significant improvements in the quality of healthcare through the development of tailored and targeted drugs. We need to understand how these two trends can be related to customization in healthcare delivery and, because customization often entails extra costs, to define new business models. This article analyze how customization of the care process can be developed and managed in healthcare. Drawing on relevant literature from various services sectors, we have developed a framework for the implementation of customization by the hospital managers and caregivers involved in care pathways

Dynamic packaging

Das Erfolgsmodell von Online-Tourismusunternehmen wird von zwei Faktoren bestimmt: vom Kunden und von der Technologie. Der Kunde repräsentiert die Nachfrage des Marktes und somit den Push-Faktor, die Technologie den Anbietermarkt und den Push-Faktor. Gemeinsam entscheiden sie über den Erfolg eines E-Business. Das «Dynamic Packaging» kombiniert beide Faktoren zu einem Maßnahmenbündel. Das Ziel ist ein auf Kundenbedürfnisse zugeschnittenes Produkt, das sich die neusten IT-Technologien zunutze macht. Der erste Abschnitt dieser Arbeit liefert einen Überblick der Tourismusindustrie, die aufgrund der neu verfügbaren Informationstechnologien einen signifikanten Wandel vollzogen hat. Die Veränderungen werden im Folgenden bezogen auf die unterschiedlichen Anbieter von Reisedienstleistungen und -produkten diskutiert. Diese Vorgehensweise soll nicht nur das spezifische Umfeld veranschaulichen, in dem die Anbieter agieren, sondern auch die Herausforderungen, mit denen sie konfrontiert werden. Die Akteure, die in Betracht gezogen werden, sind Fluggesellschaften, Hoteliers, Kreuzfahrtgesellschaften und Autovermietungsgesellschaften. Der Übergang von der Offline- zur Online-Präsenz hatte primär eine Disintermediation zur Folge. Die wachsende Nachfrage nach einer besseren Organisation und Integration der Informationsfülle führte später dann jedoch wieder zu einer Reintermediation des Produktangebots.Die Online-Reisebüros, die den erkennbaren Trend der Reintermediation adoptiert haben, stellen eine neue Zustellmethode für das Tourismusprodukt dar. Ihr Erfolg ist jedoch von der Mitwirkung aller Anbieter abhängig. Touristische Unternehmen nutzen normalerweise eine weit gefächerte Auswahl an Distributionskanälen. Diese können jedoch nicht ad Infinitum vermehrt werden. Die Alternativen werden deshalb sorgfältig durch das Management ausgewertet mit dem Ziel, die tangiblen und intangiblen Vorteile zu maximieren und zugleich die Kosten zu minimieren. Die hier vollzogene Analyse bezieht drei Entscheidungsebenen mit ein: die operationale, die taktische und die strategische. Dabei werden drei verschiedene Distributionskanäle einander gegenüber gestellt: traditionelle Reisebüros, eigene Webseiten der Anbieter und Online-Reisebüros. Um die Diskussion von Online-Reisebüros als Distributionskanal auch im Hinblick auf mögliche Chancen und Risiken zu vervollständigen, wird abschließend eine Kosten-Nutzen-Analyse aus der Kundenperspektive präsentiert.The success model of the e-tourism company could be defined as driven forward by two dominating forces: customer and technology. The customer, who works as the market pull factor and the technology as the push factor, both determine the e-business’s success. Dynamic packaging reflects the combination of these two factors: delivery of a highly customized product based on advanced information technologies. First section of the thesis gives an overview of the current tourism industry which has been significantly changed due to the emerging information technologies. The changes occurred in the last years are discussed separately for the various suppliers of the travel product. This should better illustrate the specific environment in which they operate as well as the challenges they face. The players taken into consideration include airlines, hotels, cruise lines and car rental companies. The transition from the offline to the online environment contributed in the first stage to the disintermediation process. Later, the need for the organization and integration of the information initiated a return to the reintermediation of the travel products. Online travel agencies, due to the reintermediation, present a new delivery channel for the travel product. Their success depends on a high participation level of the various tourism players. The tourism companies most usually use a portfolio of distribution channels. However the channels cannot be ad infinitum added as they emerge. The alternative choices will be carefully evaluated by the management to maximize the tangible and intangible benefits as well as to minimize the costs. The conducted analysis takes into consideration three decisions areas: operational, tactical and strategic. Every conducted analysis includes the comparison of three different distribution channels: the traditional agency, the own suppliers’ web page and the online travel agency. Finally, the cost/benefit analysis will be presented from the customer’s perspective to ensure the comprehensive presentation of Online Travel Agencies (OTA) as a distribution channel, taking into consideration the possible threads and opportunities