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A New Model for Marketing Service Composition Considering Time to Market Objective Function Based on a Modular Approach

Mohammadi, Amir | 2016

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 48913 (01)
  4. University: Sharif University of Technology
  5. Department: Industrial Engineering
  6. Advisor(s): Fattahi Valilai, Omid
  7. Abstract:
  8. Considering continuous growth of communication infrastructure and devices and the number of service and manufacturing firms, competition in the market is becoming tougher and more complicated as time goes by. In this situation firms need to be adapted to the varying needs of the market and keep the quality of their products high and their prices stable to exist and grow. Accordingly, one of the consequences of current competitive market is the continuous decrease in firms' products and services life cycles. Following this situation, firms and researchers have employed different tools to approach this goal which is shortening products and services life cycles. One of the most efficient tools is “modularization” approach. Meanwhile role of marketing activities in firms’ success in diverse aspects is becoming more and more important. In this Master of Science thesis, we considered service-orientation point of view in marketing, as an internal business process, and applied a modularization attitude to marketing activities area for the first time in the related literature. Therefore, by proposing a utility function for marketing services, we developed an operation research optimization model which considers minimization time to market. Finally, we applied the proposed model in a real life business project to test proficiency of that and discuss and analyze the results
  9. Keywords:
  10. Marketing Management ; Service Composition ; Time Reduction ; New Service Development ; Service Innovation

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