Services lie at the hub of economic activity in many societies. In our society, and in that of other industrialized economies, the service sector employs a large and growing proportion of the work force. As a result, managers must learn how a service strategy can contribute to a competitive advantage for their organizations. This course focuses on the marketing and operations components required to develop and implement a service-oriented strategy. Topics include the following:
The course case studies will illustrate concepts developed in Service Management, 5th Edition, by James A. Fitzsimmons and Mona J. Fitzsimmons
|Reading 12: McKie, M., Droege, L. C., Benoit, K., Flaherty, T., Colmenares, M., & Bullock, G. [Maddie McKie]. (2013, November 20). IKEA - servicescape|
Pine, B. J., & Gilmore, J. H. (2011). The experience economy: Work is theatre & every business a stage. Boston: Harvard Business Press.