An operations management view of the services and goods offering mix
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2007
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Purpose - To develop and propose a framework, termed here as the value package prism, for assessing the kinds of management processes and flexibility available in providing a range of value packages (services and goods offering mix). Design/methodology/approach - The literature is examined and a set of highly-visible Latin-American examples are presented to support the development of the proposed framework. Findings - Provides an additional perspective to the traditional set of characteristics (intangibility, inseparability, heterogeneity, and perishability) for differentiating services and goods. The proposed framework (stockability, intensity of interaction, simultaneousness of consumption, and ease of performance assessment) and the value prism may be useful to operations managers in developing, planning, organizing, or controlling the production and delivery of services or goods. Originality/value - Offers a new framework and an applied way to improve operations management by moving away from the extremes of pure services and pure goods to embrace how businesses compete and operate today, by delivering value packages. Provides an approach that facilitates operations managers' understanding and ability to manage substantial changes in the value packages offered to customers.
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