Search results

1 – 10 of 559
To view the access options for this content please click here
Case study

Yasmin Zafar

Marketing: New Service Launch; Relationship Marketing; Direct Marketing.

Abstract

Subject area

Marketing: New Service Launch; Relationship Marketing; Direct Marketing.

Study level/applicability

This case could be taught in marketing management, services marketing or strategy courses, in the product development or service launch modules at the graduate level; alternatively it could also be used in the promotion module for the illustration of direct marketing (DM) tool application; and it could also be used as a capstone case for the introductory Principles of Marketing course at the undergraduate level.

Case overview

The case examines the launch of a new air ambulance service in Karachi, Pakistan; a venture of Akbar Group Jet services; Princely Jets (Pvt) Ltd. The case describes the first mover advantage of the service and the marketing strategy recommended by the Chief Executive Officer (CEO), Mr Ghouse Akbar. The major concern is whether the strategy is forceful and compelling enough to secure approval from the board. The major issues include the role of DM processes and relationship marketing tools to encourage a value-added premium service which had no precedence of demand and practice. Concepts to thrash out in class also include customer profiling and segmentation along with how best to create awareness and generate a sustainable basket of customers for the high-price value-added low-use service.

Expected learning outcomes

Discuss and illustrate the importance and benefit of market research information for making a decision; how to create awareness and customer recognition and cultivate demand for a new and unsolicited service; identify appropriate and effective promotion tools to achieve required customer demand, brand recognition and customer value; how to launch a premium priced unsolicited service in a niche market?; and exhibit the synthesis of the four P's in a new product launch marketing strategy.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 4 no. 8
Type: Case Study
ISSN: 2045-0621

Keywords

To view the access options for this content please click here
Article

Gwilym Siôn ap Gruffudd

The purpose of this paper is to examine the current state and utilisation of user evaluation consultation adopted by Wales Air Ambulance (WAA) within the policy context…

Abstract

Purpose

The purpose of this paper is to examine the current state and utilisation of user evaluation consultation adopted by Wales Air Ambulance (WAA) within the policy context. It is intended to provide a baseline for further evaluative research in the field and to highlight existing practices and resources. Gaps in strategic planning and service delivery are identified, with local recommendations proposed.

Design/methodology/approach

Semi‐structured, in‐depth face‐to‐face interviews were conducted with ten participants drawn from a convenient sample representative of stakeholders including practitioners, fundraisers and operational staff. These groups represent primary actors involved in the delivery of services and policy implementation and also secondary actors involved in the delivery as users. Documentary analysis of WAA dispatch policy and protocols combined with secondary quantitative data of key performance indicators was undertaken.

Findings

In total, 80 per cent of the sample stated their satisfaction with WAA dispatch policy with no perceived need or benefit to further development of policy or local agreements. About 70 per cent of participants had received direct comments that were 100 per cent positive from primary users/patients. All organisations shared the same concerns regarding lack of appropriate present communication.

Research limitations/implications

The research design was driven by practicalities of time‐scale and resources. Owing to these constraints, plus the legal and ethical requirements relating to the involvement of patients in research, primary users were not included in this study. Areas for future research are identified.

Practical implications

Recommendations being implemented by WAA include further engagement with primary users of the service in order to enhance standards.

Originality/value

This paper reports the first empirical research conducted with WAA and users of the service.

Details

International Journal of Health Care Quality Assurance, vol. 21 no. 6
Type: Research Article
ISSN: 0952-6862

Keywords

To view the access options for this content please click here

Abstract

Details

The Handbook of Road Safety Measures
Type: Book
ISBN: 978-1-84855-250-0

To view the access options for this content please click here
Article

K.M. Mital

The purpose of this paper is to carry out queuing analysis to analyse patient load in outpatient and inpatient services to facilitate more realistic resource planning.

Abstract

Purpose

The purpose of this paper is to carry out queuing analysis to analyse patient load in outpatient and inpatient services to facilitate more realistic resource planning.

Design/methodology/approach

The paper adopts an analytical approach based on real life data (e.g. not a priori or an academic one where data are mingled to fit a theoretical stance) in accordance with the service level prescribed by the hospital administration. A service level is usually specified in terms of admissible range of queuing characteristics, such as mean patient waiting time, reduction of inordinate delays, incidences of minimum delays, average queue length, etc. which the management of a health organisation may decide to aim and control.

Findings

Queuing analysis reported in this case study provides a basis for estimating medical staff size and number of beds, which are two very important resources for outpatient and inpatient services in a large hospital, and all other hospital resources in one way or another depend on them.

Research limitations/implications

The study challenges and aims to replace thumb‐rule approaches, which can be very conveniently carried out with efficient computer aids available at present for any hospital. Queuing analysis provides valuable insights into a hospital system, though it may not be the best approach as several underlying assumptions may not always hold true. In hospitals, for example, there can be several interacting queues, many of which could be cyclic with interaction among them. Accordingly, treatment of each queue individually, independent of others may not be a valid assumption.

Practical implications

Medical staff (doctors) and beds are very basic hospital resources, which largely depend on the hospital load in terms of arrival rates of patients in outpatient and inpatient services. When hospitals are adequately staffed and equipped in terms of beds and other key resources, it is unlikely that patients will turn away to other hospitals for treatment and there will be all round satisfaction with the hospital performance.

Originality/value

The authors do not claim the findings to be novel or unique but rather more well‐documented and comprehensive in coverage than available in existing literature. The practice‐based themes such as this well‐documented case study may evoke global interest as a multiplier effect for using such methodologies for resource planning in hospitals.

Details

Management Decision, vol. 48 no. 3
Type: Research Article
ISSN: 0025-1747

Keywords

To view the access options for this content please click here
Article

Laurie Caple

Summarizes the management of change in a high profile publicservice with more than its fair share of political influences.Demonstrates the scale of change possible, given…

Abstract

Summarizes the management of change in a high profile public service with more than its fair share of political influences. Demonstrates the scale of change possible, given a clear strategy and a strong managerial commitment. Argues that this leads to high productivity, quality and value for money, with a strong element of organizational loyalty and ownership of the end product.

Details

Health Manpower Management, vol. 21 no. 3
Type: Research Article
ISSN: 0955-2065

Keywords

To view the access options for this content please click here
Article

Terry Ford CEng MRAeS

A recent conference on Satellite Systems for Mobile Communications and Navigation held at the Institution of Electrical Engineers dealt with all manner of requirements for…

Abstract

A recent conference on Satellite Systems for Mobile Communications and Navigation held at the Institution of Electrical Engineers dealt with all manner of requirements for land, sea and air users. The papers mentioned here refer specifically to aeronautical users and the technology that will permit their large‐scale introduction in the 1990's. Capacity on satellites made available by Inmarsat (the International Maritime Satellite organization) means that voice and data services now undergoing proving trials together with the developments foreseen, will provide global communication in the near future.

Details

Aircraft Engineering and Aerospace Technology, vol. 60 no. 12
Type: Research Article
ISSN: 0002-2667

To view the access options for this content please click here
Article

A Conference and Exhibition to mark the 10th anniversary of Inmarsat has coincided this year with the beginning of voice and data services on a commercial scale to the…

Abstract

A Conference and Exhibition to mark the 10th anniversary of Inmarsat has coincided this year with the beginning of voice and data services on a commercial scale to the aeronautical community. Many interesting aviation subjects were featured including future scenarios, the potential width of applications, international co‐operation and future air traffic control. From IATA, the point was made that in the next decade the airline industry will be making a great leap forward in comprehensive global communications. It is envisaged that there will be about 50% more aircraft in airline service by the year 2000. The problem of crowded skies and airports is most acute in North America, Europe and the Asia/Pacific region and satellite communications will play an important part in helping to solve this problem in the future. The limitations of HF and to some extent VHF communications, are well known and these will be relieved by the use of satellites and IATA looks forward to international co‐operation to fully develop navigation, air traffic control and other communications facilities.

Details

Aircraft Engineering and Aerospace Technology, vol. 61 no. 10
Type: Research Article
ISSN: 0002-2667

To view the access options for this content please click here

Abstract

Purpose

This study looks at board governance in Ontario hospitals.

Methodology/approach

We conducted a research of the hospitals’ websites and a survey of board directors to study the board structure and examine governance practice in Ontario hospitals.

Findings

The findings suggest that the board structure and process in Ontario hospitals are in compliance with Accreditation Canada’s Governance Standards, and such administrative controls are appropriate. Ontario hospital boards, in general, have fulfilled their key functions of governance in terms of working as an effective board; developing a clear direction; supporting the organization to achieve its mandate; maintaining positive relationships with external stakeholders; and being accountable and achieving sustainable results. Building knowledge through information is an area where improvement is needed.

Research implications

Ontario hospitals have implemented appropriate administrative controls in terms of board composition and committee structure. The results of a survey of 99 board directors from over 25 hospitals suggest that directors, in general, have a good understanding of their governance role and relationship with senior management as well as the government. The findings are also supportive of good governance practice where executives manage and nonexecutive directors monitor the performance of the executives. According to the respondents, Ontario’s hospital boards are actively involved in setting the mission, strategic goals and objectives of their organizations, and they take appropriate steps to ensure that risk management, client safety, and quality improvements are incorporated in their governance and strategic planning process. In order to discharge their fiduciary duty effectively, respondents would like to have more information from different sources. This is an area where management accounting professionals can become involved such that relevant information from a variety of sources, especially external sources, are provided to board directors for decision making.

Practical implications

Ontario’s hospital sector has undertaken initiatives through research and publications to promote good governance practice. Such leadership is critical to ensure that directors have the competence and skills to discharge their duties and responsibilities diligently. Hospital boards should focus on renewal while ensuring that board directors are equipped for the challenging task of governing through professional development and continuing education.

Limitations and future research

Limitations related to the use of questionnaire applies to this research study. Self-selection bias and low response rate limit the generalizability of the findings. Future research can examine the behavior of directors in the boardroom and the impact of governance variables on hospital performance, such as quality of care and patient safety.

Details

Advances in Management Accounting
Type: Book
ISBN: 978-1-78190-842-6

Keywords

To view the access options for this content please click here
Article

Flight Operational Noise Internationally, noise due to flight operations in the vicinity of airports. Each nation has developed an individual system of assessment and…

Abstract

Flight Operational Noise Internationally, noise due to flight operations in the vicinity of airports. Each nation has developed an individual system of assessment and criteria for judging acceptability or probable extents of annoyance arising from the community based on local conditions and experience.

Details

Aircraft Engineering and Aerospace Technology, vol. 52 no. 1
Type: Research Article
ISSN: 0002-2667

Content available

Abstract

Details

Aircraft Engineering and Aerospace Technology, vol. 81 no. 2
Type: Research Article
ISSN: 0002-2667

1 – 10 of 559