C O U R S E M A T E R I A L S

2012

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Books & Chapters

Cases

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OPERATIONS MANAGEMENT & SERVICE MANAGEMENT

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| OPERATIONS MANAGEMENT |

CASES

Cases, slices of business life, focus on actual problems and decisions facing a company. Students are challenged to put themselves in the protagonist’s place and suggest business strategies, tactics, and solutions.

New Cases

American Constructors Inc.: World Outreach Expansion ProjectThe project manager for American Constructors evaluates the progress of a building expansion project in Tennessee. The client has asked to move the project deadline up three months to have the building ready for the Christmas season and the team must evaluate whether the new deadline is feasible. TN Ivey School of Business #910D16

Building Watson: It’s not so elementary my dear!IBM Research builds a computer named Watson that takes on human challengers in the game show Jeopardy! To create Watson, the development team did not rely on traditional software design principles and instead used a probabilistic approach with no closed- form solution. The project’s success required the team to employ both creativity and organizational flexibility. Harvard Business School #612017

Challenges in Developing Products for an Advanced Mobile Market: Sasken’s ExperienceA communication software company based in India faces a number of challenges in building an advanced multimedia player for high-end mobile handsets for the Japanese market. The project manager must cope with a lack of tools and platforms and manage the cross-cultural differences that are typical of offshore product development. TN University of Hong Kong #HKU958

China Sourcing Group: Delivering on TimeThe Shanghai office of the U.S.-based China Sourcing Group is responsible for sourcing premium gift products across China and southern Asia. Revenue from the Shanghai office has grown substantially and contributed to the overall success of the firm. However, management considers making changes in response to a growing pattern of late deliveries. TN University of Hong Kong #HKU931

The Cleveland Clinic: Improving the Patient ExperienceThe Cleveland Clinic is the first major academic medical center to make improving the patient experience a strategic objective. Healthcare traditionally focuses on medical outcomes and financial performance. The goal of the program is to show that improving the patient experience is in line with the goal of delivering high-quality care at a lower cost. Harvard Business School #612031

FIJI Water: Carbon Negative?FIJI Water, a premium artesian bottled water company in the U.S., considers launching a carbon-negative campaign to offset more greenhouse gas emissions than the company generates in its operations. At the same time, the government of Fiji raises export taxes, threatens the company’s access to water, and complicates the firm’s ability to implement the environmental program. Harvard Business School #611049

H B S P . H A R VA R D . E D U 1 TN Teaching Note Available

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Industrie Pininfarina: The New Customer DecisionA manufacturer and designer of niche vehicles for major automobile companies must consider an order from Mitsubishi to manufacture a new sport utility vehicle. The order would double the company’s manufacturing volume but it does not fit well with the existing manufacturing strategy and requires major changes to facilities and equipment. Ivey School of Business #998D05

JetBlue Airways: Deicing at Logan AirportJetBlue Airways considers expanding deicing capacity at Boston Logan International Airport. The company faced significant challenges due to lack of capacity during the previous winter and demand is expected to increase for next winter. The decision requires an analysis of the impact of demand variability on flight delays when demand approaches capacity. Harvard Business School #612028

MorphoSys AG: The Evolution of a Biotechnology Business ModelA Munich-based biotech firm achieves profitability by selling access to its library of human antibodies. Management considers changing the business model and developing new proprietary products. The decision would dramatically change how the company does business and management must consider risks and shareholder expectations. Harvard Business School #611046

The POSCO Way of Field Based InnovationPohang Iron and Steel Company is one of the largest steelmakers in the world. Company management believes that innovation is a source of competitive advantage and has worked to create an innovation-friendly environment. The financial crisis of 2008 interferes with the company’s innovation initiatives and the chief executive considers the steps necessary to overcome the crisis. TN University of Hong Kong #HKU943

Tour Planning at Cirque du SoleilThe VP of Tour Planning receives two unsolicited offers to present a show in Istanbul: one from a government agency and the other from a leading Turkish media group. She must analyze the suitability of the destination and each proposal and decide which one to accept under a tight deadline. TN HEC Montréal Centre for Case Studies #HEC025

Toyota: The Accelerator CrisisToyota, the world’s leading automotive company and a global benchmark for quality and continuous improvement, faced an unprecedented recall crisis. Company president Akio Toyoda testified before Congress about the company’s response to the crisis. The case reviews Toyota’s evolution from a small family firm to a global industry giant. TN Thunderbird School of Global Management #TB0243

Popular Cases

Barilla SpA (A)Barilla SpA, an Italian manufacturer, experiences widely fluctuating demand patterns from its distributors and considers implementing a continuous replenishment program to solve the problem. Students analyze how a company can effectively implement this type of system to reduce channel costs and improve service levels. TN Harvard Business School #694046

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Kristen’s Cookie Co. (A)Kristen’s Cookie Co. is getting ready to launch a make-to-order cookie business. Students evaluate the production process and make key decisions regarding pricing, target customers, and equipment purchases. They determine what is required for the business to become profitable. Reviews concepts such as capacity, bottlenecks, and throughput times. TN Harvard Business School #686093

Manzana Insurance: Fruitvale Branch (Abridged)The Fruitvale Branch of Manzana Insurance struggles to respond to the threat of a local competitor that has promised one-day turnaround on new policy requests. The insurance market is highly sensitive to response time and Fruitvale must examine its underwriting process to find ways to improve performance and be more competitive. TN Harvard Business School #692015

National Cranberry Cooperative (Abridged)The National Cranberry Cooperative is an organization formed and owned by cranberry growers to process and market their berries. This case describes the continuous flow process used to convert cranberries into juice and sauce. Students analyze the process, determine bottlenecks, and decide whether to expand capacity. TN Harvard Business School #688122

Sport Obermeyer Ltd.Sport Obermeyer is a high-end fashion skiwear and merchandising company in Colorado and the company relies on supply partners in Hong Kong and China for production. Students examine details of the company’s production plan and make recommendations for operational improvements across the entire supply chain. TN Harvard Business School #695022

Toyota Motor Manufacturing, U.S.A., Inc.A manager at a Toyota plant in Kentucky is concerned about defective seats being installed in Camrys, the only car model the plant produces. Neither the cause nor the solution to this problem is immediately apparent. The manager would like to resolve the situation using the principles of the Toyota Production System. TN Harvard Business School #693019

Zara: IT for Fast FashionThe CIO of Zara must decide whether to upgrade the retailer’s IT infrastructure and capabilities. The current system relies on an out-of-date technology and has no network capability to share data across stores. However, the current system still offers some distinct advantages that must be considered before upgrading. TN Harvard Business School #604081

BRIEF CASES

Rigorous and compact, Brief Cases from Harvard Business Publishing present realistic management challenges for students to discuss.

AIC Netbooks: Optimizing Product AssemblyA manufacturer of printed circuit boards diversifies its product portfolio by launching its own line of mobile consumer electronics. After three months of production, the production manager must consider ways to increase efficiency and lower costs. Student and instructor spreadsheets available. TN #4245

TN Teaching Note Available

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NEW! Baria Planning Solutions, Inc.: Fixing the Sales ProcessA consulting firm that specializes in using spend analysis to help companies identify savings is concerned about the disappointing performance of the sales team in signing up new clients. The sales director must analyze the current process flow to identify the problems facing the sales organization. Student and instructor spreadsheets available. TN #4568

FoldRite Furniture Company: Planning to Meet a Surge in DemandFoldRite Furniture Company spent the previous two years improving manufacturing quality and efficiency and now produces stylish, environmentally friendly folding and stackable chairs and tables. Sales interest in the new products is higher than forecast and a new plan is needed to meet high demand while controlling manufacturing and inventory costs and mitigating risk. Student and instructor spreadsheets available. TN #4555

NEW! The Morrison CompanyA developer and manufacturer of radio frequency identification (RFID) tags experiences a dramatic increase in sales over the past year. The increase exacerbates existing manu-facturing problems and has led to increased shipping delays and inadequate inventory on hand. Student and instructor spreadsheets available. TN #4564

Scientific Glass Incorporated: Inventory ManagementScientific Glass provides specialized glassware for laboratory and research facilities. Excess inventory is tying up capital needed to fund the company’s expansion plans. The inventory manager must develop a more effective strategy for managing inventory without requiring additional capital investment. Student and instructor spreadsheets available. TN #4208

MULTIMEDIA CASES

Multimedia cases put students in the center of business dilemmas by bringing concepts to life with animated charts, audio, and video segments. Available on CD-ROM for Windows.

Horizon Wind EnergyHorizon’s ability to grow by building more wind farms hinges on its success in addressing the varied concerns of a broad group of constituents. Video interviews are paired with slides and templates allowing students to develop their own presentations. TN Harvard Business School #609701

Threadless: The Business of CommunityThreadless sets up an online community where customers can create and vote for T-shirt designs. Through this initiative, the company sells over one million T-shirts. Should Threadless accept a distribution offer from a major retailer or stick with its successful community model? TN Harvard Business School #608707

Wikipedia (A) Wikipedia has emerged as a highly effective model for volunteer-supplied Internet content and distributed decision-making. This case covers the “Articles for Decision” process as Wikipedia administrators decide if an article should be deleted, kept, or merged with another article. TN Harvard Business School #607712

Æ Find more cases, Brief Cases, and multimedia cases at hbsp.harvard.edu

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ARTICLES

Articles from Harvard Business Review and other renowned journals provide up-to-the- minute ideas from the best business thinkers.

New Articles

The Art of Piloting New InitiativesLeveraging operational improvements across an entire organization can be challenging and fewer than one in three new process initiatives succeeds. Often, the cause of failure is not a bad idea but a pilot that fails to persuade others in the organization to accept the improvements. A good pilot program must be credible, feasible, and easy to scale and replicate. Sloan Management Review #SMR402

Creating Business Value with AnalyticsIncreasingly, companies are implementing business analytics to gain competitive advantage and provide insights across the organization. Successful implementation of programs for business analytics often relies on organizational factors more than having the right tools and technology. Sloan Management Review #SMR403

How to Avoid CatastropheMany business failures are preceded by near-miss events that provide a warning of the impending crisis. These events are often overlooked or may be seen as signs that systems are working well and catching problems. This article presents seven strategies for identifying and reacting to near-misses. Harvard Business Review #R1104G

Lean Knowledge WorkLean manufacturing systems such as the Toyota Production System focus on improving quality and eliminating waste. Applying these systems to knowledge work instead of assembly lines requires a sustained investment in how the work is performed. This article presents six principles for making knowledge work “lean.” Harvard Business Review #R1110G

Putting It Together: How to Succeed in Distributed Product DevelopmentOutsourcing complex work and using offshore resources require an increase in coordination efforts across cultural, geographic, and legal boundaries. The authors of this article suggest that problems most often occur along the boundaries between organizations and activities and that these problems increase with the complexity of the work being done. Sloan Management Review #SMR375

Seven Myths to Beat Before They Beat YouFollowing traditional operations strategies during difficult economic periods can lead a company to miss opportunities or even fail. The authors of this article suggest that recognizing seven common myths in operations can help organizations avoid potential problems, develop flexible operations and supply chain strategies, and remain competitive. IESE Insight Magazine #IIR048

Surviving Organizational DisastersMan-made and natural disasters can have a damaging impact on organizational survival by disrupting the ability of employees, suppliers, and customers to function. Planning for continuity of operations must consider not only internal threats but external threats brought about by disasters. Business Horizons #BH424

TN Teaching Note Available

The Secrets to Managing Business Analytics ProjectsBusiness analytics are being used more and more to help companies make business decisions. This article suggests best practices for project managers looking to implement business analytics. These practices include maintaining a bias toward execution, relying on intelligent experimentation, and promoting the smart use of information technology. Sloan Management Review #SMR404

The Sustainable EconomyThe benefits of sustainability are largely external to businesses’ accounting—meaning it’s generally cheaper for consumers to buy a product that has a worse impact on the environment than an equivalent, less harmful product. New standards are emerging to rate products based on sustainability to help align a firm’s prosperity with the best interest of the planet. Harvard Business Review #R1110B

What Happens When You Outsource Too Much?Many companies hope to increase flexibility, reduce lead times, and cut development costs by using outside suppliers. However, as internal engineering teams become smaller and smaller, they can also fail to keep up with emerging technology. Ultimately, a company may lack the resources necessary to direct its own product development. Sloan Management Review #SMR374

When Unhappy Customers Strike Back on the InternetAn unhappy customer gets revenge on an airline when the online video he posts of his baggage-handling mishap goes viral. Online public complaining is becoming more prevalent and can be very costly for companies. This article suggests strategies for dealing with unhappy customers before they post their complaints online. Sloan Management Review #SMR380

Why Every Project Needs a Brand (and How to Create One)Just as product branding creates awareness and sustains value for customers and other shareholders, creating a project brand can enhance visibility and improve engagement among project team members, sponsors, and the rest of the organization. Sloan Management Review #SMR394

Why Project Networks Beat Project TeamsA project network made up of core team members who bring in contributors from their personal networks can help a team complete knowledge-intensive work more effectively. A project network takes advantage of the project team as a whole and the personal networks of the individual team members. Sloan Management Review #SMR382

Popular Articles

Decoding the DNA of the Toyota Production SystemThe Toyota Production System is a paradox. On the one hand, every activity, connection, and production flow in a Toyota factory is rigidly scripted. At the same time Toyota’s operations are enormously flexible and responsive to customer demand. This article describes how a seemingly rigid production system can also be flexible and adaptable. TN Harvard Business Review #99509

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Deep Change: How Operational Innovation Can Transform Your CompanyBreakthrough innovations—not just steady improvements—in operations can destroy competitors and shake up entire industries. Yet fewer than 10% of large companies have made serious attempts to achieve operational innovation. This article offers practical advice on developing and implementing operational innovations. Harvard Business Review #R0404E

Disruptive Technologies: Catching the WaveLeading companies often fail to stay on top of their industries when technologies or markets change. Companies stay too close to their existing customers and invest heavily in efforts to maintain them. It is important for these companies to take notice of disruptive technologies that ultimately allow them to meet the demands of future customers. TN Harvard Business Review #95103

Fast, Global, and Entrepreneurial: Supply Chain Management, Hong Kong Style: An Interview with Victor FungIn this interview, Li & Fung Chairman Victor Fung explains both the philosophy behind supply chain management and the specific practices that Li & Fung has developed to reduce costs and lead times and allow customers to buy “closer to the market.” Harvard Business Review #98507

The Four Things a Service Business Must Get Right The standard tools and techniques designed to tackle challenges at product companies are often insufficient for service businesses. This article provides an outline for a profitable service business based on four critical elements: the design of the offering, employee management, customer management, and the funding mechanism. Harvard Business Review #R0804D

Rapid-Fire Fulfillment Spanish clothier Zara takes a holistic approach to supply chain management that optimizes the entire chain rather than focusing on individual parts. The result is a super-responsive supply chain capable of delivering new garments to over 600 stores in just 15 days. Harvard Business Review #R0411G

What Is the Right Supply Chain for Your Products?Never before has so much technology been applied to improving supply chain performance and yet performance has never been worse. This article offers a framework for understanding the nature of and demand for a company’s products and developing a supply chain that can satisfy that demand. Harvard Business Review #97205

Æ Find more articles at hbsp.harvard.edu

H B S P . H A R VA R D . E D U 7 TN Teaching Note Available

SIMULATIONS

Online simulations present real-world management challenges to students and encourage classroom interaction and discussion. Results are available immediately for a compre-hensive debrief session. All simulations include a detailed Teaching Note with guidance for successfully running the simulation in a class setting. The learning objectives in these simulations make them appropriate for courses in either Operations Management or Service Management.

NEW! Operations Management: Benihana V2Students are challenged to develop the most profitable overall restaurant strategy by improving throughput, optimizing bar and restaurant layouts, and reducing demand variability. The second release of this simulation includes enhanced animation for students and streamlined debrief tools for instructors. #2653

Global Supply Chain ManagementStudents set up a global supply chain to deliver two models of mobile phones. They determine product features and forecast demand and then choose among a geographically diverse group of suppliers, all with different costs, production capacity, and lead times. #6107

Operations Management Simulation: Process AnalyticsExplores fundamental concepts in process analysis, including cycle time, batch size, capacity, bottlenecks, throughput, and machine and labor utilization rates. Provides a problem set in a “lab” environment. #3291

Project Management: Scope, Resources, ScheduleStudents explore three project management levers—scope, resources, and schedule—as a project manager who is tasked with bringing a product to market successfully. #3356

Supply Chain Management: Root Beer GameThis version of the classic Beer Game illustrates a typical supply chain and shows how oscillations arise and sometimes amplify, creating the “bullwhip” effect. #3101

Æ Find more simulations at hbsp.harvard.edu

ONLINE COURSES

Online courses can be used in advanced undergraduate business courses, as pre-matriculation requirements for MBAs, or assigned as homework over the course of a semester or year.

These courses are appropriate for courses in both Operations Management and Service Management.

NEW! IT for ManagementThis course provides a comprehensive foundation for understanding the role of information technology in business. Students explore the IT management decisions at Aspen Family Fitness as the company implements new systems and develops applications to automate and enhance business processes.

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� Complete Course #4330 � Introductory Section #4333 � Advanced Section #4335

Mathematics for ManagementUsing the storyline of several family-owned businesses, this course teaches students how to apply math concepts to solve problems, analyze data, and predict outcomes. Covers the key mathematics concepts that students commonly use to solve quantitative problems in the MBA curriculum.

� Complete Course #3350 � Algebra Section #6004 � Calculus Section #6006 � Statistics Section #6007 � Probability Section #6008 � Finance Section #6009

Quantitative MethodsSet at a Hawaiian resort, this course teaches statistics from a management perspective. Students develop statistical models to help the hotel make better operational decisions. Covers the basic topics in statistical methods required for MBA-level coursework.

� Complete Course: #504702 � Regression Section: #6012

Spreadsheet ModelingStudents use the features and functions of Microsoft Excel to make business decisions related to running a bakery. The course is appropriate for both beginning and experienced users of Excel.

� Complete Course #3252 � Introductory Section #6010 � Advanced Section #6011

Æ Find more online courses at hbsp.harvard.edu

BOOKS

Individual chapters may be integrated into course materials, while books may serve as primary class texts.

Earth, Inc.: Using Nature’s Rules to Build Sustainable Profits Is it possible to do good by the environment and still be profitable? This book provides step-by-step guidance for launching eco-friendly, sustainable business practices that can also be profitable. A linear value chain can be replaced with a cyclical value chain that offers sustainability and profitability into the future. Harvard Business Review Press. Available in chapters. #2717

TN Teaching Note Available

The New Science of Retailing: How Analytics Are Transforming the Supply Chain and Improving PerformanceRetailers often have access to huge volumes of information but little insight into using it to make business decisions. The book explains how to use analytics to manage inventory, to reinvent forecasting and pricing strategies, and to align supply chain partners behind shared objectives. The book includes case studies from retail companies around the world. Harvard Business Review Press #1057

New Supply Chain Agenda: The 5 Steps That Drive Real Value Effective supply chain management enables a company to deliver products to customers at the right time, place, and price. An ineffective supply chain can fail to control fixed costs, alienate customers, and erode shareholder value. This book identifies five levers of supply chain excellence that can turn a firm’s supply chain into a competitive weapon and an engine for profit. Harvard Business Review Press #10074

Process Mapping and ManagementIn a highly competitive global economy, waste in organizations can be very costly. Organizations can improve profitability by simply managing business processes more effectively and using intelligent technology deployment to support them. This books offers practical and actionable techniques for improving business processes based on Six Sigma techniques. Business Expert Press. Available only in chapters. #BEP059–BEP068

Æ Find more books and chapters at hbsp.harvard.edu

| SERVICE MANAGEMENT |

CASES

Cases, slices of business life, focus on actual problems and decisions facing a company. Students are challenged to put themselves in the protagonist’s place and suggest business strategies, tactics, and solutions.

New Cases

InterfaceRAISE: Sustainability ConsultingInterfaceRAISE is a sustainability management consulting firm created to leverage the capabilities of its parent company, a carpet manufacturer. Management of the new firm must choose the appropriate business model, determine the target client, and set its pricing structure while also trying to serve the needs of the parent company. Harvard Business School #611069

A User-Centred Approach to Public Services (A)Hongkong Post has grown beyond the traditional postal service to providing a comprehensive range of services in the logistics supply chain. The design of retail post offices no longer serves the changing patterns of customers and Hongkong Post collaborates with Hong Kong Design Centre to redesign the facilities. TN Hong Kong University #HKU926

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Popular Cases

Benihana of TokyoBenihana has grown from operating a single restaurant in Manhattan to becoming a chain of 15 restaurants across the country. This case reviews the development of the chain and asks students to evaluate the current operating strategy and suggest a long-term expansion strategy. TN Harvard Business School #673057

Four Seasons Goes to Paris: “53 Properties, 24 Countries, 1 Philosophy”The Four Seasons is one of the world’s leading operators of luxury hotels. The company believes in providing a high-quality personalized hotel experience. Based on the company’s experiences opening its first property in France, this case explores how the company can maintain its core philosophy while operating in multiple national settings. TN Harvard Business Publishing #803069

JetBlue Airways: Starting from ScratchJetBlue Airways shows how an entrepreneurial venture is able to use a values-centered approach to managing people as a source of competitive advantage. The organization is challenged to grow quickly while retaining high standards for employee selection and maintaining a small company culture. TN Harvard Business Publishing #801354

Shouldice Hospital Ltd.Shouldice Hospital is considering several alternatives for expanding capacity to meet the increasing demand for a flagship service, a unique approach to hernia repair pioneered by the hospital’s founder. Doctors and staff members fear that any kind of expansion could adversely affect the quality of care the hospital is known for delivering. TN Harvard Business Publishing #683068

Southwest Airlines—2002: An Industry Under SiegeFollowing the 9/11 terrorist attacks in the U.S., Southwest Airlines faces both short- and long-term challenges. Recently, the airline’s on-time operating performance has fallen off dramatically while questions have been raised about the company’s ability to resume its previous growth rates. TN Harvard Business Publishing #803133

BRIEF CASES

Rigorous and compact, Brief Cases from Harvard Business Publishing present realistic management challenges for students to discuss.

Playa Dorada Tennis Club: Expansion StrategyPlaya Dorada Beach & Resort in Boca Raton, Florida, faces a growing seasonal demand for tennis services. The director of tennis operations analyzes court capacity and pricing structure as he considers plans for expanding the facilities. Can he transform the resort’s tennis operations into a profit center? TN #4221

NEW! Porcini’s Pronto: “Great Italian cuisine without the wait!”Looking for expansion opportunities, a chain of full-service Italian restaurants considers launching a new chain of lower-cost, limited-menu restaurants. The vice president of marketing must develop the concept and also analyze three expansion strategies before the project can be approved. TN #4277

Æ Find more cases and Brief Cases at hbsp.harvard.edu

H B S P . H A R VA R D . E D U 11 TN Teaching Note Available

ARTICLES

Articles from Harvard Business Review and other journals provide up-to-the-minute ideas from the best business thinkers.

New Articles

Innovative Ways of Raising Funds and Adding Value: A Stakeholder Approach to Whole Business Securitization Whole business securitization is a corporate fundraising strategy that allows companies to realize the full value of their operating assets in cooperation with their stakeholders. Under this strategy, investors can influence branding and customer service practices as well as the company’s relationships with key stakeholders. Business Horizons #BH449

What Really Happened to Toyota?The highly publicized recall of Toyota vehicles in the U.S. has many car manufacturers wondering if they are chasing after the wrong manufacturing model. This article outlines the root causes of the quality problems at Toyota and suggests the problems are related to management’s ambition for rapid growth causing them to respond too slowly to the problem. Sloan Management Review #SMR395

Popular Articles

Putting the Service-Profit Chain to WorkThe Service-Profit Chain can be used to build customer satisfaction and loyalty and assess the corresponding impact on profitability and growth. This article describes the factors that drive profitability in the service model: investment in people, technology that supports frontline workers, recruiting and training practices, and compensation linked to performance. Harvard Business Review #R0807L

Silo Busting: How to Execute on the Promise of Customer FocusCompanies wanting to shift from selling products to selling solutions that are a package of products and services face a management challenge. The knowledge and expertise required for this kind of transition often reside in silos with strict organizational boundaries. Success depends on restructuring the organization around four activities designed to deliver customer-focused solutions. Harvard Business Review #R0705F

Understanding Customer ExperienceCustomer experience is the subjective response customers have to direct or indirect contact with a company. It encompasses every aspect of an offering: customer care, advertising, packaging, features, ease of use, and reliability. This article describes a management process designed to create a superior customer experience. Harvard Business Review #R0702G

Want to Perfect Your Company’s Service?: Use Behavioral ScienceBehavioral science offers new insights into better service management. This article explores the underlying psychology of service encounters and offers guidance on enhancing customer experiences during the process. It also offers a framework for evaluating the perceptions customers have when they are asked about their past experiences with the firm. Harvard Business Review #R0106D

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Zero Defections: Quality Comes to ServicesCompanies that aim for “zero defections”—keeping every customer they can profitably serve—can make profits rise. Defection rates are both a measure of service quality and a guide for achieving it. By listening to the reasons that customers defect, it is possible to know exactly where the company is falling short and where to direct company resources. Harvard Business Review #90508

Æ Find more articles at hbsp.harvard.edu

BOOKS

Individual chapters may be integrated into course materials, while books may serve as primary class texts.

Ownership Quotient: Putting the Service Profit Chain to Work for Unbeatable Competitive Advantage An organization that learns how to cultivate an ownership attitude can create a self-reinforcing relationship between customers and frontline employees. Employee-owners exhibit such enthusiasm for their organization that they infect customers with similar satisfaction, loyalty, and dedication. Harvard Business Review Press. Available in chapters. #1023

SIMULATIONS AND ONLINE COURSES

See pages 8-9 for Simulations and Online Courses related to Service Management.

H B S P . H A R VA R D . E D U 13 TN Teaching Note Available

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