Global operations management during major change An exploration of industrial practice

摘要

Purpose - The purpose of this paper is to examine the key practical factors that confront globalrnbusinesses as they attempt to improve all aspects of their operations including emerging areas of therncustomer experience. The paper focuses on the way various organisational capabilities such asrninformation systems/information technology have been adopted in order to provide an enhancedrnoperational and strategic control over key areas of business.rnDesign/methodology/approach - The paper adopts a case-based participation observation studyrnwhich explores the global operations of a major restaurant brand. This approach enables it to explorernseveral concepts which examine the behaviour of global operations at a time of major change.rnFindings - The paper has focused on the application of change principles in the restaurant andrnhospitality industry and its importance for business performance and marketing strategy. The paperrnshows how adapting business strategy to incorporate key cultural sensitivities can pay majorrndividends for organisations. This strategy appears to be contrary to the general approach ofrnstandardisation adopted by other franchises in this key market sector.rnResearch limitations/implications - It will be necessary to increase the range of this research tornensure any real certainty regarding its implications.rnOriginality/value - The paper identifies a number of interesting changes to preconceived ideas ofrnstandardising product portfolios in the restaurant sector. It shows the need for a balanced "mix" ofrnmenu products to satisfy local and national requirements.