1. an operations management view of the services and goods offering mix

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An operations management view of the services and goods offering mix Henrique Luiz Corre ˆ a Crummer Graduate School of Business, Rollins College, Winter Park, Florida, USA Lisa M. Ellram Department of Management, College of Business, Colorado State University, Fort Collins, Colorado, USA Annibal Jose ´ Scavarda School of Management, Royal Melbourne Institute of Technology University, Melbourne, Australia and Department of Production and Operations Management, Fundac ¸a ˜ o Getu ´ lio Vargas Business School – EAESP, Sa ˜ o Paulo, Brazil, and Martha C. Cooper The Ohio State University, Columbus, Ohio, USA and Department of Operational Sciences, The Air Force Institute of Technology, Ohio, USA Abstract Purpose – To dev elo p and propose a fra mework , ter med here as the value pa cka ge pri sm, 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 lite rature is examined and a se t of hi ghly-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 frame work (stoc kabi lity, inten sity of inter actio n, simul tane ousn ess of cons umpt ion, 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 – Of fers a new framewor k and an appl ied way to impr ove oper at ions 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. Keywords Operations and production management, Value chain, South America, Brazil Paper type Conceptual paper Introduction Since, its or igin, operat ions management has been strongly inﬂ uenced by manufa cturi ng manag ement practi ce and resea rch (Sla ck et al., 2004) . Opera tions The current issue and full text archive of this journal is available at www.emeraldinsight.com/0144-3577.htm IJOPM 27,5 444 International Journal of Operations & Production Management Vol. 27 No. 5, 2007 pp. 444-463 q Emerald Group Publishing Limited 0144-3577 DOI 10.1108/01443570710742357

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