Major: Differentiation through Service

Target Audience

This major is designed for participants interested in helping organizations differentiate themselves from their competition on the basis of the quantity of value they deliver to customers (business-to-business and business-to-consumer) through the services they deliver, or the service component of their manufactured goods. Accordingly, the major is relevant for participants interested in service organizations ranging from financial services to hotels to telecommunications, the service dimensions of goods-producing organizations, and professional services such as consulting, banking, or auditing.
The vast majority of services rely on their human assets for an important part of their differentiation. Thus participants interested in organizational behavior and human resource management (which should, perhaps, include anyone who plans to manage others during his or her career) will find this major especially relevant.

Context

Approximately 70% of the output of industrialized economies originates in the service sector, yet most management theory finds its origins in work developed by studying traditional manufacturers. Despite this, best practices for services are clearly established, and these have led to the development of cutting edge theories over the last three decades. Illustrating these theories through real-world case examples will be at the heart of the major, in order to prepare participants to lead service organizations and manufacturers relying on service for their differentiation.

Objectives

This major, like the services it discusses, will be inherently multidisciplinary. We will examine strategy for services, as well as operations, marketing, and human resources. More important, however, we will examine how these different academic disciplines are inherently interrelated when applied to services, and how leading service organizations apply them in creative and unusual ways.

Structure

The Major is comprised of two sessions to take place in May and October, respectively. These sessions will be delivered in the United States and France. Beyond rigorous academic sessions, field visits will be done at relevant companies and institutions and will include testimonies from outstanding local service-oriented companies.