PUBLICATIONS
Cases published
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Working Papers
Links to sources: "Marketing in the New normal"
SERVICE DELIVERY AND RECOVERY STRATEGIES: THE CASE OF OAK WOOD HOTELS WORLDWIDE.
Any service firm may run into loss of revenue due to service breakdowns. Sometimes the sales team loses their confidence in the back office team and at the same time loses face at the front office (in front of the guest) due to such delivery failures. This case discusses such a breakdown of guest perceived service (Gap 5 in Gaps model; Parasuraman et. al. 1985) at an international luxury hotel operating out of their country of origin. The discussions in the case hover around an incident which occurred at the point of contact of the service delivery by the service actors (Grove & Fisk, 1992). The actors could not play their roles very well may have been created by the confusing description of the service blueprint. This could have resulted in the hotel losing a contracted long group stay business to a nearby competitor. The case discusses the guest responses to service failures, understanding such behaviors, guest responses to effective service recovery and principles of effective service recovery. It also points at encouraging customer feedback by companies and the need for developing effective strategies for service recovery, which is vital for the long term success of the company. The case culminates at the happiness that is shared by the sales team in recovering the business. It helps understand the learner, profitable service strategies which companies may implement. ATREE: A CASE OF SOCIAL ENTREPRENEURSHIP AND
NOT FOR PROFIT BRANDING. The national focus on growth based on sustaining nature’s assets has grown in importance than ever before. Continued investments and interventions in nature are critical for our long-term well-being. Ashoka Trust for Research in Ecology and the Environment (ATREE) is a think tank and research institution working in the areas of biodiversity, conservation and sustainable development. This nonprofit organization focus on applied science through research, education and action that influence policy and practice on conservation of nature, management of natural resources, and sustainable development. It has been two decades of its existence and has been steadily evolving to meet the contemporary challenges sustainability. This case looks at a nonprofit branding proposition by facilitating to build fish sanctuaries in a public-private participatory democratic model. Creating self-help groups and later grouping them into federations, ATREE also connects with the local self-governance body and takes on social entrepreneurship to greater levels. Branding is an offshoot of what they do, based on the mission of the organization. This think tank specializes in dissemination of information from their research and providing advice and ideas on specific economic problems. They do not solicit any kind of branding around their name but fortunately for them all the stake holders once this relationship with stake holders are created, branding follows. |
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