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Ojiako, Udechukwu; Maguire, Stuart; Guo, Shuting (2009)
Publisher: Emerald
Languages: English
Types: Article
Subjects: N100, N200
Purpose – The purpose of this paper is to examine the key practical factors that confront global businesses as they attempt to improve all aspects of their operations including emerging areas of the customer experience. The paper focuses on the way various organisational capabilities such as information systems/information technology have been adopted in order to provide an enhanced operational and strategic control over key areas of business. \ud \ud Design/methodology/approach – The paper adopts a case-based participation observation study which explores the global operations of a major restaurant brand. This approach enables it to explore several concepts which examine the behaviour of global operations at a time of major change. \ud \ud Findings – The paper has focused on the application of change principles in the restaurant and hospitality industry and its importance for business performance and marketing strategy. The paper shows how adapting business strategy to incorporate key cultural sensitivities can pay major dividends for organisations. This strategy appears to be contrary to the general approach of standardisation adopted by other franchises in this key market sector. \ud \ud Research limitations/implications – It will be necessary to increase the range of this research to ensure any real certainty regarding its implications. \ud \ud Originality/value – The paper identifies a number of interesting changes to preconceived ideas of standardising product portfolios in the restaurant sector. It shows the need for a balanced “mix” of menu products to satisfy local and national requirements.
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