Abstract:

Abstract - This paper aims to explore the impact of customer relationship management (CRM) implementation on service operations management (SOM). The comprehensive review of marketing, sales, information technology as well as service operations literatures have been conducted by focusing on CRM implementation and SOM. The impacted components of SOM are identified. Moreover, the conceptual model of the impact of CRM on SOM is proposed. The model suggests that CRM implementation impacts SOM in three areas which are service process, service personnel and service package. In each area, impacted sub-components are also identified in order to facilitate the understanding to both academics and practitioners. For service process, CRM implementation results in muti-channel integration, service process automation and front- and back- office integration. In terms of service personnel, CRM impacts the change in customer orientation, measurement and reward system as well as level of empowerment. With regards to service package, the impact of CRM will be on customer knowledge, level of personalization and customization as well as product and service offering. The proposed model related to CRM impact on SOM is developed in order to be the base model for future research both in form of research proposition, empirical study, and construct and measurement development.

Keywords – CRM, customer relationship management, service operations, service encounter, operations management.

Authors: P. Tongmee and P. Punnakitikashem

Presented in 2012 IEEE International Conference on Industrial Engineering and Engineering Management, Hong Kong

10-13 Dec 2012

Title: Forecasting the diffusion pattern of new technology: a case example of OLED

Authors: Pawat Tansurat and Nathasit Gerdsri

Abstract:
Nowadays, technological changes create an enormous impact to every company. To survive in this fast-changing environment, companies need to find a proper way to manage their technology and prepare themselves to be ready for new technology investment. However, a crucial issue for any technology managers is how a company should effectively prepare its human resources, infrastructure, equipment etc. to match with the upcoming market opportunity inevitable for technology managers to effectively exploit the benefits of new technologies while still be able to deal with technological changes. This paper presents the application of the Bass model used as a tool for forecasting the diffusion pattern of new technology. The case example of new display technology (OLED) is applied

Publication info:
Tansurat, P., Gerdsri, N. (2012) Forecasting the diffusion pattern of new technology: a case example of OLED. In Proceedings of the 4th ThaiTIMA Annual Conference on Technology and Innovation Management, Bangkok, Thailand, 19-20  July 2012, pp. 106-114

Title: The Importance of Technology Intelligence
Authors: Sudatip Puengrusme and Nathasit Gerdsri

Abstract:
Nowadays, business environment and technology are changed rapidly. Therefore, key decision makers in an organization must make decisions promptly in order to cope with the fast moving situation even though there are not adequate amount of information support. Technology intelligence thus become important since it helps supplement the missing fact and support the key decision makers. This article aims to present the importance of technology intelligence to an organization. Types of intelligence, the process and tools which are used to obtained technology intelligence are as well presented in the later section. Finally, some examples of technology intelligence studies are reviewed.

Publication info: Puengrusme, S., Gerdsri, N (2012) The Importance of Technology Intelligence. In Proceedings of the 4th ThaiTIMA Annual Conference on Technology and Innovation Management, Bangkok, Thailand, 19-20  July 2012, pp. 100-105

Title: Virtual Project Management in Globalization: Managerial Challenges

Authors: Marnirat Vasunirachom, Nathasit Gerdsri

Abstract:
The globalization challenges project managers in handling the functions and networks of virtual project team. Dissimilar from the traditional collocated teams, Global Virtual Teams (GVTs) seldom have physical interaction or meet face-to-face. With this constraint, in many cases it is a major challenge in managing projects. To understand the complex virtual project management, this article reviews the literature related to the virtual project management and managerial issues challenging the project managers on how to run their projects successfully. A case example has been presented to explore virtual project challenges, operational and technical complexities for the descriptive analysis of reflective situation to those challenges.

Publication info:
Vasunirachom, M., Gerdsri, N. (2012) Virtual Project Management in Globalization: Managerial Challenges, In Proceedings of the 4th ThaiTIMA Annual Conference on Technology and Innovation Management, Bangkok, Thailand, 19-20  July 2012, pp. 151-161