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1 – 10 of over 3000Abstract
Subject area
Strategy
Study level/applicability
Strategic Management course in an undergraduate programme.
Case overview
PKC Laundries started a technology-driven laundry service that would be just a click away for their customers and would provide a quick and satisfying cost-effective solution to the customers’ laundry needs. The business, conceived as a start-up, was based on the asset-light aggregation model which used existing vendors to provide the service. The business has been running for almost two years now but has encountered certain operational challenges of vendor management and in generating sufficient operating profits. At this juncture, the question that is bothering the owners is would it be right if PKC went in for backward integration by investing in an automatic laundry plant to manage the risk of dependency on their vendors or should they strengthen and scale-up the present business model? The owners seem to be in a muddle about their strengths and weaknesses and the foreseeable opportunities and threats and going forward what sort of challenges should they prepare themselves for? This case requires the reader to understand the scenario in which a small and medium enterprise (SME) operates within its micro and macro environment. It then makes the reader think and critically analyse the dilemma the young entrepreneurs are facing and identify the problems and possible strategies to overcome these problems. The case highlights the challenges faced by PKC as an aggregator business and the scope of what PKC can do in the future to strengthen its position. It also explores various marketing management issues such as segmenting, targeting and positioning. The case also helps in understanding strategic management issues such as analysis and formulation and implementation of the strategy.
Expected learning outcomes
The expected learning outcomes are as follows: To understand the micro and macro environmental factors affecting a firm; to understand the issues involved in formulating and implementing a strategy; to understand the challenges faced by a start-up (both operational and for scaling up); and to understand the strategies adopted by the company to develop their business.
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.
Subject code
CSS 11: Strategy.
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Kriti Swarup and Anshul Mathur
This case study outlines the strategic and organisational issues faced by an entrepreneurial firm operating in an emerging economy. This case study has been written to equip…
Abstract
Learning outcomes
This case study outlines the strategic and organisational issues faced by an entrepreneurial firm operating in an emerging economy. This case study has been written to equip students with how entrepreneurs can overcome certain barriers and use technology to achieve product–market fit, taking the Indian laundry sector as an example. The following are the key learnings for the case: start-ups need to continuously assess the product–market fit to organise a highly unorganised sector; market entry and expansion modes require proper evaluation of available entry and expansion modes before pursual; franchising decisions require firm-specific and location-specific considerations; and careful consideration given to celebrity endorsement will result in increased sales.
Case overview/synopsis
The Indian laundry market was a highly unorganised market and presented an untapped opportunity. While the market opportunity was enormous, the existing solutions comprised local vendors that may not provide end-to-end services (washing, ironing, etc.). The case study described how a young entrepreneur, Arunabh Sinha, overcame certain challenges to achieve a product–market fit for metro cities and later expanded to Tier 2 and Tier 3 cities in India as well. However, the challenges remained, as the firm expanded by using a franchise model, and other modes of business were required to be evaluated as well.
Complexity academic level
The case study is suitable for students pursuing MBA courses in marketing, service marketing and entrepreneurship development.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS3: Entrepreneurship.
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John W. Schouten and James H. McAlexander
Examines the concept of differentiating product offerings,including consumer services, and positioning them in relation tocustomer needs and perceptions. Approaches the subject of…
Abstract
Examines the concept of differentiating product offerings, including consumer services, and positioning them in relation to customer needs and perceptions. Approaches the subject of service positioning via an interesting case study. Concludes with recommended guidelines for the positioning of consumer services, but notes that a case study, whilst a source of interesting insights, is limited since itsobservations may not necessarily be true for other service businesses.
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Fredrick Simpeh and Winston Shakantu
The purpose of this paper is to develop a model that can be used as a guide for the provision, adaptation and management of on-campus student accommodation spaces and services.
Abstract
Purpose
The purpose of this paper is to develop a model that can be used as a guide for the provision, adaptation and management of on-campus student accommodation spaces and services.
Design/methodology/approach
A phenomenological research strategy was used for the study. Qualitative data were collected by means of focus group discussions (FGDs) and observations. A total of ten FGDs were conducted. The student accommodations were observed to augment the information gathered through the FGDs. The data was analysed thematically.
Findings
The study found that students perceived some spaces and services as essential, whereas others were perceived as nonessential. Spaces including washroom, sleeping space, kitchen, laundry area and dry line, sick bay, computer area and study area, as well as services such as electricity, water, security, fire safety, internet, study furniture, health care, generators, electric fittings, ventilation, maintenance, pest control, refuse collection and cleaning were perceived as the most essential spaces and services required in student accommodations. It also became evident that apart from the spaces and services aforementioned, a student accommodation should also be provided with spaces and services that promote students’ well-being and leisure.
Practical implications
The model can be used as a guide by estate, facility, maintenance and hostel managers to effectively manage on-campus university student accommodation spaces and services. Moreover, the model can assist to ensure that all spaces and services perceived as essential are provided when designing, constructing or upgrading student accommodations.
Originality/value
Although several studies have been conducted on student accommodations, studies that mainly focused on identifying and prioritising the spaces and services required in student accommodations is lacking.
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Provides insight into the concept of quality in the service marketby investigating possible influences on consumer expectations of qualityand how these expectations may be better…
Abstract
Provides insight into the concept of quality in the service market by investigating possible influences on consumer expectations of quality and how these expectations may be better met. Reports on a study examining the effects of certain stimuli on expectations regarding different types of service. Discovers that significant differences were found regarding the nature of the expectations as the stimuli werevaried, differences which remained after involvement and the removal of personal need effects. Offers recommendations to service providers and includes an explanation of the methodology used in the study.
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Fredrick Simpeh and Winston Shakantu
The purpose of this paper is to develop a prioritisation framework that can guide the provision and management of on-campus student housing facility (SHF) services of southern…
Abstract
Purpose
The purpose of this paper is to develop a prioritisation framework that can guide the provision and management of on-campus student housing facility (SHF) services of southern Ghana Universities.
Design/methodology/approach
The paper adopted a phenomenological research strategy. Data was collected by means of focus group discussions (FGDs); a total of ten FGDs were conducted. Observations were also done during the site visit to augment the FGDs. The data were analysed thematically.
Findings
The study found that some services are perceived as “extremely important” and “basic” while others are seen as “unimportant” and “indifferent”. Services including; electricity, water, security, internet, cleaning service, maintenance service, generator, ventilation (fan), health service, library service, electric socket, study furniture, refuse collection, pest control and fire extinguisher were perceived by students as “extremely important”. However, not all of these services were perceived as “basic” requirements.
Practical implications
The framework can be used as a guide by facility and hostel managers to effectively prioritise and manage the services required in a university SHF. Moreover, when designing, constructing and adapting student housing facilities, the framework can be used as a guide to ensure that all critical services are provided in the student housing facilities.
Originality/value
Although several studies have been conducted on student housing, studies that specifically focuses on the services required in a SHF and the prioritisation of such services is lacking. This study combines students’ requirements, importance levels of requirements, and classification of requirements to develop a prioritisation system for student housing services.
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Although marketing functions are basically the same for services and products, there is a significant difference in the organization and implementation for exploiting a…
Abstract
Although marketing functions are basically the same for services and products, there is a significant difference in the organization and implementation for exploiting a competitive advantage in business‐to‐business services.
Susanta Kumar Barik and Himanshu Sekhar Rout
Owing to the rising costs and shrinking budgets; inefficiency can be observed in the financing and delivery of health service both in the private and public sectors, which is not…
Abstract
Purpose
Owing to the rising costs and shrinking budgets; inefficiency can be observed in the financing and delivery of health service both in the private and public sectors, which is not only causing organizations to reconsider their management patterns but also to use new strategies to achieve competitive merits in the current world of business. Outsourcing is one of the best alternates. The purpose of this paper is to study: the nature and magnitude of outsourcing of health-care services in a Smart City of Eastern India; the motives behind outsourcing: and the factors affecting outsourcing decisions.
Design/methodology/approach
The study was conducted in Bhubaneswar, a Smart City of Eastern India and capital of Odisha State. Data relating to the outsourcing of health-care services were collected from 40 hospitals (each having a minimum of 10 beds) through a structured schedule. Descriptive statistics were calculated through Statistical Package for Social Science to substantiate the objectives.
Findings
Most of the clinical services were outsourced by small hospitals, while a significant portion of non-clinical services were outsourced by large and medium hospitals. Reduction in cost and better management control were the major driving forces of outsourcing. Loss of control over service providers and quality of measurement were considered as the main disadvantages in the decision-making process of not outsourcing the services by hospitals.
Originality/value
The study is the first-ever survey based on empirical evidence about the state of facilities management services outsourced in public and private hospitals in Odisha, India. The paper concluded that the effect of outsourcing did not synchronize successfully as shown in international literature.
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Miller Williams Appau, Elvis Attakora-Amaniampong and Ibrahim Yakubu
The diffusion of innovations in student housing, a commercial real estate subsector, is a critical concern to developers. Aside from how innovations contribute to investor'…
Abstract
Purpose
The diffusion of innovations in student housing, a commercial real estate subsector, is a critical concern to developers. Aside from how innovations contribute to investor' returns, there is a question of interest in real estate investment policies and contemporary real estate research. The study aims to assess the extent of innovation diffusion in student housing and its effects on investment returns in Ghana.
Design/methodology/approach
The study used a mixed methods approach foregrounded on the innovation diffusion theory. With the mix of surveys and interviews of 828 student housing managers/investors and 25 key student housing association leaders across selected off-campus student housing among six universities in Ghana, the study used both primary and secondary sources. Selection criteria were based on at least one of these criteria: Have operated in the student housing market over the past ten years, have adopted the use of technology in student housing management, have introduced new student housing marketing strategies and have made improvements (added value) to student housing services. Multiple regression and narratives were the main analytical tools employed in this study.
Findings
The study demonstrates that over the past ten years, student housing investors in Ghana have invested hugely in product, marketing, process and organisation innovations. Among these innovations, innovations by: marketing through souvenirs and annual-get-togethers product through Internet services processes through Information Management Systems (IMS), and organisation through student leadership were most utilised to descending extent. Furthermore, the study identified marketing and organisation innovation to have the highest effects on investment returns. However, process and product innovation showed a weak and moderate effect on investment returns because management hastily implemented these services without understanding the consequences it has on investment returns in the long run.
Practical implications
The moderate effect of product and process innovation on student housing investment can be a predictor for future student housing investment innovation strategies for new entrants as they do not provide an immediate positive investment return. Key takeaways require management to incrementally implement these innovations and adopt space management practices that create opportunities for future product and process innovations in Ghana. Investors should capitalise on marketing and organisational innovations as the best innovation strategies that yield the highest returns in Ghana.
Social implications
Student housing investors should focus on emerging student preferences such as entertainment, improved building services and Information Communication to stimulate student housing selection intentions.
Originality/value
Innovation diffusion in student housing is understudied. The closest connection of innovation diffusion theory to product enhancement, marketing and managerial improvement is a strategic tool that facilitates efficiency and productivity in student housing investment.
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James A. Fitzsimmons, Jeonpyo Noh and Emil Thies
The purchase of business services is a growing activity among firms but with little appreciation that the purchase of a service requires a modification of the decision process…
Abstract
The purchase of business services is a growing activity among firms but with little appreciation that the purchase of a service requires a modification of the decision process developed for the purchase of material goods. A taxonomy for purchasing business services is developed to create a matrix with importance of service and focus of service as dimensions. Business services are classified according to their focus on three aspects of the firm: property, people, and process. A number of propositions are formulated based on insights derived from this taxonomy. The taxonomy results in six business service cells: facility support, equipment support, employee support, employee development, facilitator, and professional. Implications for managers considering a purchase in each category are explored. The paper concludes with a research agenda to test the propositions and validity of the taxonomy for purchasing business services.
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