New technologies such as mobile phones and smart cards provide more and detailed information about customers. Customers on the other hand are using web-technologies that enable them to get far detailed information about the offerings of firms. Ting Li defended in an excellent way her PhD dissertation entitled "Informedness and Customer-centric Revenue Management". The dissertation proposes new theoretical perspectives – firm informedness, customer informedness, and informedness through learning – to re-conceptualize the decision making process of customer-centric revenue management. It consists of three studies. First, using multiple cases in which firms adopt smart cards and mobile technologies in America, Europe, and Asia, Ting Li examines the value creation process of the firm using the explanation of firm informedness and investigate how it advances revenue management. Second, she tests the theory of consumer informedness and examine heterogeneity in consumer preferences using stated choice experiments. She finds the evidence for trading down and trading out behavior and shows that the use of mobile ticketing technologies can help firms to build a hyper-differentiated transport market. Finally, using a computational simulation, Ting li explores the opportunity for devising service offerings to capture profitable consumer responses, considering demand-driven revenue and capacity-management. Overall, this research introduces methods, models, and guidelines for organizations to strategize the informational challenge, make informed decisions, and create transformational values to win in today’s competitive network environment.
No comments:
Post a Comment