服务管理：运作、战略与信息技术(原书第9版)教师手册MGH 9thIM_02 Strategy_new.docVIP

Chapter 2 Service Strategy Chapter 2 Service Strategy PAGE 16 PAGE 15 14 CHAPTER 2 SERVICE STRATEGY TEACHING NOTE This chapter sets forth the strategic theme of the book that the operations function is central to the competitive strength of a service firm. The chapter begins with the strategic service vision that relates the service delivery system to the target market segments via an operating strategy and service concept using Southwest Airlines as an example. The application of the three generic competitive strategies — cost leadership, differentiation, and focus — to service firms is explored with examples. Porter’s five forces model and SWOT analysis are applied to service firms. Taking a page from manufacturing strategy, we apply the concept of service winners, qualifiers, and service losers to the dimensions of service competition. Sustainability in discussed with the application of Triple Bottom Line to services. The important role that information plays in a firms competitive strategy is captured in a two-by-two matrix that uses the dimensions of strategic focus (external or internal) and competitive use of information (online or offline). In keeping with the latest innovations, we discuss the impact of Internet of Things (IoT) and data analytics on services. The concept of a virtual value chain that can create competitive advantage in the marketspace is illustrated with examples from USAA. Privacy questions and anticompetitive behavior are issues that limit the use of information. The chapter concludes with a discussion of the stages in service firm competitiveness and a “whodunit” Case about two niche-market banks. SUPPLEMENTARY MATERIALS James L. Heskett, W. Earl Sasser, Jr. and Christopher W.L. Hart, Service Breakthroughs, Free Press, New York, 1990. The authors describe how breakthrough managers develop counterintuitive strategic service visions and a service concept that focuses on achieving results for their customers. Case: The Priceline G