The architecture of complex engineered products, processes and organizations

Management des Opérations & Systèmes d'Information

Intervenant : Professeur Steven Eppinger, Professor of Management Science and Innovation
Massachusetts Institute of Technology, Sloan School of Management, USA

12 octobre 2011 - Salles 6 et 7 Grande Ecole - De 14:30 à 16:00

Steven D. Eppinger is Professor of Management Science and Innovation at the MIT Sloan School of Management. He also holds the General Motors Leaders for Global Operations Chair and has a joint appointment in MIT's Engineering Systems Division. Prof. Eppinger is the Co-Director of MIT’s System Design and Management Program and served as Deputy Dean of the MIT Sloan School from 2004 to 2009. He has created an interdisciplinary product development course in which graduate students from engineering, management, and industrial design programs collaborate to develop new products. He also teaches MIT's executive programs in the areas of product development and complex project management. Prof. Eppinger has co-authored a leading textbook entitled Product Design and Development (McGraw-Hill, 2012). Currently in its fifth edition, the text has been translated into several languages and has been used by hundreds of universities and more than a quarter million students around the world. Dr. Eppinger's research is applied to improving complex design processes in order to accelerate industrial practices. He is a pioneer in development of the widely used Design Structure Matrix method for managing complex system design. He has authored over seventy articles in refereed academic journals and conferences. He has recently completed a new book based on this research, titled Design Structure Matrix Methods and Applications (MIT Press 2012). http://web.mit.edu/eppinger/www

Designing Experiential Services: The Customer Journey Perspective

Management des Opérations & Systèmes d'Information

Intervenant : Stylianos (Stelios) Kavadias
Associate Professor of Technology and Operations Management College of Management, Georgia Institute of Technology, Atlanta

18 mars 2011 - Salle 41 - De 10.00 à 12.00

In this paper, we explore the basic challenges that an organization faces in the design and introduction of an experiential service. In experiential services, the customer value extends beyond the functional benefits of the service and encompasses the overall experience. We build upon the customer journey, a widely used concept in service design, which views a service as a collection of individual "touchpoints" between the customer and the service provider. The interaction at each of those touchpoints creates a holistic experience for the customer which translates to a utility equivalent. A service provider may choose to control only a part of this journey and delegate the rest to the customers. We model the service experience as a process comprised of sequential touchpoints, and we identify the provider's optimal decisions concerning the number of service touchpoints she chooses to control and the price she charges. Our results reveal the non-monotonic effects of the touchpoint interactions between the provider and the customer. Those interactions may assume the form of losses (due to the inability to match fully the customer needs) or they may a affect the subsequent experiences (touchpoint dependencies). Finally, we also fully characterize the conditions under which the service provider may use the design decisions to effectively signal the experience potential of the service offering. We find that a separating equilibrium can be attained where, depending on the cost structure, the high type provider (i.e., the provider of the service with high experience potential) can successfully reveal her type either by signaling expertise (i.e., controlling fewer touchpoints) or by signaling efficiency (i.e., controlling more touchpoints). The price is used only as a signaling mechanism of last resort, that is, when the control of more or fewer touchpoints fails to communicate service potential. In the rest of the cases, the choice of the price or the number of touchpoints controlled by the provider conveys no additional information regarding the experience potential of the service, and therefore a pooling equilibrium is formed.

Bio: Stylianos (Stelios) Kavadias is the Edward J. Brown Jr. Associate Professor of Technology and Operations Management at the College of Management of Georgia Tech. His research focuses on the challenges that arise during the new product development (NPD) project portfolio selection decisions, and on the management of product co-development efforts (e.g. effectiveness and decision making in cross-functional product development teams). Stelios has received the 2nd prize in the George B. Dantzig Competition (INFORMS), and the Brady Family award for research excellence (Georgia Tech). He currently serves as the Department editor for the NPD, R&D and Project Management department of Production and Operations Management (POM) journal, and as an Associate Editor for Management Science's Entrepreneurship and Innovation Department, and POM's Management of Technology department. His research has appeared on different academic outlets (Management Science, POM). He teaches NPD/Innovation elective courses in the regular, part-time and Executive MBA programs at Georgia Tech, as well as in open enrollment and custom executive programs at the Huang Executive Education Center at Georgia Tech's College of Management. He has authored several case studies of Fortune 500 corporations (e.g. Microsoft, Saturn, Whirlpool, 3M, AT&T), and he has often spoken at corporate audiences (e.g. NCR leadership team, IHG Global IT conference, Pfizer Innovation Taskforce). He received his undergraduate Diploma in Electrical and Computer Engineering from NTUA (National Technical University of Athens), and his Ph.D. from INSEAD in France.

Brand Personality : the wining facets

Système d'Information et d'Aide à la décision

Intervenant : Audrey AZOULAY

30 novembre 1999


Informations Systems and Operations Management

Campus HEC Paris
1, rue de la Libération
78351 Jouy-en-Josas cedex



Informations Systems and Operations Management (GREGHEC)

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