Thesis (MBA (Business Management))--Stellenbosch University, 2008. / ENGLISH ABSTRACT: The aim of this study was to determine approaches to CRM within the luxury hotel sector in Cape Town in order to add value not only to guests, but to all stakeholders of the hotel. This was done by conducting a literature review, supported by a sound base of primary research. The findings proved that CRM theory holds true for most luxury hotels and the notion that luxury hotels in modern times cannot afford to be without a CRM initiative, was underpinned. Furthermore, the concept of an aligned strategy and vision in terms of a hotel's CRM approach was found to be integral. Staff buy-in and co-operation are of utmost importance for any hotel property implementing a CRM initiative. Additionally, training and education on the importance of CRM was highlighted as an important factor to get all staff on board. Management needs to become customer relationship management experts themselves in order to inspire and motivate staff to excel at building relationships with guests. Moreover, the common mistake of hotels to place greater impetus on CRM technology than training and lack of leveraging CRM investments was examined as some of the main reasons for the failure of CRM initiatives. Although CRM technologies are extremely powerful tools and may facilitate a hotel's CRM strategy, they cannot be viewed in isolation and made responsible for the success of such a programme. Training is vital to enable staff to use these systems optimally and to turn guest data into gold. The importance of people was also emphasised in the light of personalisation of service; having the correct staff with an aptitude for guest service and hospitality is imperative. Lastly, the concept of customer-centric processes and systems was stressed. Everything a hotel does in terms of CRM efforts should be derived from the notion of guest satisfaction. Guest satisfaction is the one essential element that will enable a hotel to flourish and enjoy a firm base of repeat business. Repeat business is the most rewarding type of business for a hotel as it means that guests are satisfied with their service and will promote the hotel to others at no additional cost to the hotel. / AFRIKAANSE OPSOMMING: Die doel van hierdie navorsingstuk was om die houding van luukse hotelle in Kaapstad teenoor kliënte verhoudingsbestuur (KVB) te bepaal en vas te stel hoe alle aandeelhouers van die hotel voordeel kan trek uit KVB. Die doelwit was bereik met behulp van primêre en sekondêre navorsing. Die bevindinge het bewys dat KVB teoreties waarde toevoeg tot meeste luukse hotelle. Die feit is geboekstaaf dat luukse hotelle nie sonder KVB kan oorleef nie. Dit was ook gevind dat 'n geintegreerde strategie en visie van uiterste belang is in KVB in hotelle. Personeel samewerking en entoesiasme is ook uitgelig as belangrike elemente wat die sukses van KVB bepaal. In hierdie opsig, was opleiding 'n integrale faktor tot die bevordering van personeel deelname. Die bestuur van hotelle moet self kundiges raak op die gebied van KVB om sodoende personeel te inspireer en motiveer om ook waardevolle kliënteverhoudinge te bou. Algemene foute wat hotelle begaan in terme van KVB is die feit dat meer klem gelê word op KVB tegnologie as op opleiding en dat die opbrengs op die inisiële belegging in KVB nie in ag geneem word nie. Alhoewel KVB tegnologie van onskatbare waarde is om 'n hotel se KVB strategie suksesvol te maak, kan die sukses van so 'n strategie nie alleenlik daaraan toegeskryf word nie. Ten einde die personeel te bemagtig om hierdie sisteme optimaal te benut, moet opleiding weereens as 'n area van belang beklemtoon word. Nog 'n prioriteit is die kwaliteit van personeel wat aangestel word; personeel moet 'n natuurlike aanvoeling hê vir kliënte diens en persoonlike interaksie.

Detta är en kvalitativ och explorativ studie som grundas på ett socialkonstruktivistiskt synsätt. Det socialkonstruktivistiska synsättet har vi haft i åtanke då respondenternas svar kan se annorlunda ut i framtiden. Syftet med denna studie är att beskriva och analysera hur konsumenterna uppfattar kundcentrerad marknadsföring via internet och den övervakning som det innebär. Ett andra syfte är att försöka bidra till marknadsföringsforskningen genom att analysera problemet ur ett kritiskt övervakningsperspektiv. Vi undersökte respondenternas attityder till den kundcentrerade marknadsföringen då tidigare forskning grundar sig mer på företagens perspektiv; ett effektivt tillvägagångssätt som är baserat på konsumentens tidigare aktiviteter vilket gör att det går att anpassa annonser till den specifika konsumenten. Företagen har sett detta som en god service då konsumenterna besparas annonser som de inte intresserar sig av. Hur ser konsumenterna på det här? Vi kunde se att respondenterna i vår studie till stor del, vare sig de tycker om det eller inte, anser att det är en effektiv metod som påverkar dem. Däremot ansåg en del respondenter att övervakningen är integritetskränkande och påträngande. Den här studien ska fungera som ett underlag för fortsatt forskning kring konsumenters attityder till den kundcentrerade marknadsföringen. / This is a qualitative and exploratory study which relies on a social constructionist view where the data might be different in the future. The purpose is to describe and analyze the consumers’ perceptions regarding the customer centric marketing including internet surveillance. A second purpose of the study is to contribute to the marketing science by analyzing the surveillancecomplication through a critical perspective. We were interested in finding out what our respondents’ stand on the marketing phenomenon. Prior research is mostly based on the external actors’ point of view; it is an effective marketing strategy based on the consumers’ activities. Since it is based on the consumers’ previous activities, the companies can provide relevant ads of what they believe the consumers to be wanting; hence it should be seen as a desired service. In our data, we found that the majority of respondents’, whether or not theyliked it, believe this to be an effective marketing tool, since it affects them, but also a tool that put them in a state of discomfort. The surveillance that has to take place to make the customer centric marketing effective is seen as i.a. intrusive and nosy. This study should work as a foundation and inspiration for future research where a larger sample is studied.

Nel contesto della nuova rivoluzione industriale, alti livelli di turbolenza, dinamismo, volatilità, globalizzazione, competizione e un diverso ruolo del consumatore riconfigurano il panorama delle supply chain e delle innovazioni. Nonostante il valore co-creato e le ultime innovazioni in ottica customer driven siano ormai elementi imprescindibili, poche ricerche si sono focalizzate sulle caratteristiche di una supply chain guidata dal consumatore e sull’impatto o implementazione della stampa 3D. Pertanto, questa tesi mira ad esplorare gli aspetti principali della customer driven supply chain e della direct digital manufacturing technology. Il Paper I presenta una revisione sistematica della letteratura e fornisce un quadro concettuale utile per organizzare i contributi più recenti sull'argomento, implementando la teoria e suggerendo linee guida per i manager. Il Paper II e Paper III propongono ricerche qualitative mediante singoli casi studio che rispettivamente analizzano come la stampa 3D è in grado di facilitare la supply chain customer centricity attraverso la co-creazione di valore nel settore aerospaziale e come un technology provider può implementare un’innovazione customer centric nel settore della gioielleria italiana. Gli studi suggeriscono modelli concettuali e proposizioni che incrementano la letteratura esistente e guidano i manager. Questa tesi contribuisce all'esplorazione dei recenti progressi in merito all’'orientamento della supply chain e della direct digital manufacturing technology fornendo analisi critiche approfondite relative a diverse metodologie. / In the new industrial revolution, high levels of turbulence, dynamism, volatility, globalization, competition and modified customer’s role reconfigure supply chains and innovations landscape. Even if value co-creation and last technologies towards customer driven orientation are unavoidable elements, few contributions have focused on customer driven supply chain characteristics and on 3D printing impact on supply chain or elements of its implementation. For this reason, the thesis aims to explore the main features of customer driven supply chains and direct digital manufacturing technology. Paper I presents a systematic literature review that shows a conceptual framework able to organize the most recent contributions on the topic, implementing the knowledge on the theme and suggesting guidelines to managers. Paper II and Paper III provide qualitative constructive single case study research respectively focused on how 3D printing can enable supply chain customer centricity by value co-creation in the aerospace sector and how 3D printing can be implemented by a technology provider in the Italian jewellery sector. The studies suggest conceptual framework and propositions for improving existing knowledge and addressing managers. This thesis contributes to the exploration of recent advancements in supply chain orientation and direct digital manufacturing technology by providing deep critical analysis related to diverse methodologies.

In the past 3 decades, China has experienced rapid economic growth. The China retail market reached renminbi (RMB) 29,651 billion in 2016, up by 10.4% from 2015. Using traditional ways that developed before the Internet era to acquire information regarding customers' changing preferences for products and services in a fast-moving business world is insufficient to support management in the retail industry to make informed strategic decisions. The purpose of this multiple case study was to explore successful customer-centric strategies that business leaders used to improve business performance with marketing information acquired from social media. The population comprised business leaders from 5 different companies in the retail industry in Southern China who have successful experience in improving business performance with the marketing information acquired from social media. The conceptual framework for this study was built upon the diffusion of innovations theory. The data were collected through semistructured interviews, social media sites, and analyzed using Yin's 5-step data analysis process for case studies to identify themes. The findings revealed 3 emergent themes: knowledge strategies, persuasion and decision strategies, and implementation strategies. The findings from the study may contribute to positive social change when local employment opportunities can increase through increased employee spending in Southern China.

This study explores the value proposition of Autonomous Battery Electric Trucks (ABETs) in the transportation industry, and offers insights into customer perceptions and potential challenges regarding this emergent technology. The aim of the study is to understand customer needs, address implementation issues, and evaluate opportunities for Logistics Service Providers (LSP) to adopt ABETs. An extensive literature review was conducted followed by semi-structured interviews with transport buyers (shippers) and industry experts. Based on the study’s findings, a value proposition was created. The findings reveal an indifference towards autonomous trucklogistics among shippers. However, they foresee its potential as a competitive advantage in the future. Shippers anticipate benefits from ABETs such as improved transparency, increased operational efficiency, and potential cost savings. Nonetheless, to fully realise these benefits, challenges related to digital integration and customer expectations need to be addressed. Thus, it is suggested that LSPs concentrate on meeting basic customer needs while leveraging the benefits of autonomous capabilities. Potential applications of ABETs might be most effective in high-frequency, short-distance flows, typically near intermodal hubs or industrial parks, serving as test cases for wider adoption. Active participation in EU pilots and research projects can help LSPs better understand the operational requirements and influence future standards. As the logistics industry evolves, LSPs must remain adaptive and proactive to capitalise on the opportunities provided by autonomous logistics. The findings from this study present a roadmap for navigating these changes, demonstrating that properly managed implementation of autonomous capabilities promises significant advantages for early adopters and can revolutionise the logistics industry. / Denna studie undersöker värdeerbjudandet för en Autonom Batteridriven Elektrisk Lastbil (ABET) inom transportindustrin, och erbjuder insikter i kunders uppfattning samt potentiella utmaningar för denna framväxande teknologi. Målet med studien är att förstå kundbehov, addressera problem relaterat till implementation, och utvärdera möjligheter för en leverantör av logistiktjänster (LSP) att nyttja ABETs. En utförlig litteraturstudie genomfördes följt av semistrukturerade intervjuer med transportköpare och experter inom industrin. Ett förslag på ABETs värdeerbjudande skapades sedan baserat på studiens resultat. Resultaten visar att det finns en likgiltighet gentemot självkörande lasbilslogistik hos transportköpare. De ser dock dess potential som en konkurrens fördel i framtiden. Med ABETs förväntar sig transportköpare fördelar såsom förbättrad transparens på marknaden, ökad operativ effektivitet och potentiella kostnads besparingar. För att fullt ut realisera dessa fördelar, måste dock utmaningar relaterade till digital integration och kundernas förväntningar addresseras. Således föreslås att LSPer fokuserar på att möta grundläggande transportbehov samtidigt som fördelarna med autonoma förmågor utnyttjas. Tillämpningar av ABETs kommer med största sannolikhet vara mest effektiva i högfrekventa flöden på korta avstånd, vanligtvis nära intermodala knutpunkter eller industriparker, vilka kommer tjäna som testfall för att uppnå en bredare användning. Aktivt deltagande i EU-piloter och forskningsprojekt kan hjälpa LSPer att bättre förståde operativa kraven och påverka framtida standarder. I takt med att logistik branschen utvecklas måste LSPer förbli anpassnings bara och proaktiva för att dra nytta av de möjligheter som autonom logistiker bjuder. Resultaten från denna studie presenterar ett underlag för att navigera i dessa förändringar, vilket visar att korrekt hanterad implementering av autonoma funktioner lovar betydande fördelar för tidiga användare och kan revolutionera logistik branschen.

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Matbranschen är en bransch där få stora innovationer sker. Under de senaste åren har marknaden sett en kraftig utveckling av återförsäljares egna varumärken vilka konkurrerar ut befintliga produkter från livsmedelsproducenter genom deras billigare pris. Vidare medför det faktum att återförsäljare är en mellanhand mellan livsmedelsproducenter och konsument att en distans mellan producent och konsument uppstår. För att bemöta konkurrensen från återförsäljarnas egna varumärken behöver producenter komma med produktinnovationer som lyckas ta konsumenternas preferenser i beaktning. Med grund i detta samt att tidigare studier inom området saknas formulerades studiens syfte till: att undersöka hur utvecklingen av nya produkter hos en leverantör inom den svenska livsmedelsindustrin kan bli mer konsumentcentrerad. Tre huvudområden identifierades för att angripa problemet: affärsmodeller, innovation och värdeskapande och genom en djupdykning i vetenskaplig litteratur inom dessa områden togs slutligen en analysmodell fram. Studiens tre huvudområden låg till grund för en kvalitativ, enkel fallstudie av en svensk livsmedelsproducent. Empiriska data samlades in genom 19 semistrukturerade intervjuer och två studiebesök i produktionen. Intervjuerna genomfördes på ett antal utvalda avdelningar inom fallföretaget för att få en omfattande förståelse för dels hur en livsmedelsproducent utvecklar produkter, dels hur produktutvecklingen skulle kunna bli mer konsumentcentrerad. Studien resulterade i fem slutsatser: Externa samarbeten främjar produktutvecklingen eftersom de ger möjlighet till att samla in och utföra nya idéer genom att bidra med nya perspektiv och kompetenser. Obalans i inflytande och brist på transparens kan påverka externa samarbeten negativt. Studien visade även att distansen mellan leverantörer och konsument försvårar leverantörens möjligheter att förstå konsumentens värdeskapande vilket komplicerar konsumentcentrerad produktutveckling. Insamlandet av konsumentåsikter möjliggör för användandet av verktyg för att mäta och därmed möjligheten att förstå konsumentens värdeskapande. Återförsäljare och konsumenter skapar värde utifrån olika faktorer vilket är viktigt att ta i beaktande vid utveckling av nya produkter för att fokusera rätt värdeerbjudande mot rätt kund. Utifrån slutsatserna formulerades sex rekommendationer där livsmedelsproducenter rekommenderas att utveckla samarbeten för att främja produktutvecklingen. Vidare rekommenderas mer transparens inom samarbeten för att förbättra befintliga samarbeten och få till nya externa samarbeten. Distansen mellan leverantör och konsument bör minskas och konsumenten bör involveras mer för att främja en konsumentcentrerad produktutveckling. Vidare bör leverantörer strukturera insamlingen av konsumentåsikter och vara medvetna om skillnaden mellan återförsäljares och konsumentens värdeskapande. Vidare diskuterades studiens begränsningar och förslag på framtida forskning. För ett få en mer nyanserad bild av det identifierade problemet hade återförsäljare och konsumenter kunnat intervjuas. / The food industry is an industry where few innovations occur. Within the last years the market has seen a heavy increase in retailers’ own brands which are outcompeting products from food producers due to their lower price. Furthermore, the fact that a retailer is a middle hand between food producers and consumers means that there is a distance between producers and consumers. To meet the competition from the retailers’ own brands, producers need to provide product innovations which are capable of taking consumer preferences into account. Based on this and the lack of studies within the area the purpose of the study became: to investigate how the development of new products at a supplier within the Swedish food industry can become more consumer oriented. Three main areas were identified to attack the problem: business models, innovation, and value creation, and through a deep dive in academic literature within these areas an analytical model was created. The study’s three main areas were the basis of a qualitative, single case study of a Swedish food producer. Empirical data was obtained through 19 semi structured interviews and study visits at two of the producer’s production sites. The interviews were carried out at a few specifically chosen departments within the case company to obtain a holistic understanding of how a food producer develops products but also how the development of products can become more consumer oriented. The study resulted in five conclusions: External collaborations promote product development because they provide the opportunity to collect and execute new ideas by contributing with new perspectives and competences. Imbalance in influence and lack of transparency can negatively affect external collaborations. The study also showed that the distance between a supplier and consumer makes it difficult for the supplier to understand the value creation of the consumer which complicates consumer-oriented product development. The collection of consumer opinions enables the use of tools to measure and understand the value creation of the consumer. Retailers and consumers create value based on different factors which are important to take into account when developing new products in order to focus the correct value proposition on the correct customer. Based on the conclusions, six recommendations were formulated where food producers are recommended to develop external collaborations to promote product development. Furthermore, more transparency within external collaborations is recommended to improve existing and to obtain new external collaborations. The distance between a supplier and consumer should be reduced and the consumer should be involved more to promote consumer-oriented product development. Furthermore, suppliers should structure the collection of opinions from consumers and be aware of the differences between retailers and consumers value creation. Furthermore, the constraints of the study were discussed along with suggestions for further studies. To obtain a more nuanced picture of the identified problem, retailers and consumers could have been interviewed as well.

企業面對高度競爭的市場環境，必須透過企業轉型尋求成長的機會。相關文獻指出，高度競爭的市場往往會出現供過於求的現象，產品導向的商業模式難以脫穎而出。客戶導向的經營模式，以客戶需求為中心，從服務出發，容易獲得客戶的青睞。 　國內銀行業面臨銀行過盛的高度競爭環境，惟仍缺乏銀行業採行客戶導向商業模式的實證分析。本研究提出「整合式服務利潤鏈（integrate service-profit chain）」，並以個案銀行「整合式客戶經營專案」進行實證研究。採用「實驗性研究方法－控制群設計」，以「整合式客戶經營專案」為實驗組、「事業單位經營模式」為對照組，進行經營成效的量化分析，並針對企業轉型的理論與實務進行質化分析。 　本研究發現：（1）客戶導向經營模式可創造客戶價值、提高競爭優勢，可做為企業轉型策略參考。 （2）客戶導向經營模式仍需考慮客群差異，並非所有的客群皆可適用相同的經營模式。 （3）企業轉型充滿挑戰，考驗管理智慧、決策品質，必須在創新與風險間取得平衡。 　本研究取得初步的成果，證實企業轉型客戶導向經營模式確實可創造效益，轉型的過程與內容仍值得深入的探討。

Ett affärskoncept har tagits fram och resulterat i en marknadsplats. Marknadsplatsen är en webbsida och mobil applikation vars syfte är att skapa värde av resursers bokningsbara tider som idag har generellt låg beläggning hos aktivitetsanläggningar inom sport, kultur och nöje. Marknadsplatsen är tänkt att samla ett brett utbud av lågbeläggningstider inom olika aktivitetstyper som är typiska vardagsaktiviteter som vänner gör tillsammans. Tanken är att bygga ett starkt varumärke för marknadsplatsen med det tydliga budskapet att "marknadsplatsen tillhandahåller ett brett utbud av prisvärda erbjudanden inom sport- och nöjesaktiviteter, om du väljer att anpassa ditt schema utifrån anläggningarnas lågbeläggningstider". Dessutom är det tänkt att marknadsplatsen ska ha funktionalitet som gör det enklare för användare att boka en tid via marknadsplatsen, genom att synkronisera de olika alternativ av aktiviteter och tider som personer inom en grupp av vänner är intresserade av. Marknadsplatsen är tänkt att riktas till målgrupper med personer som har flexibla scheman, framförallt egenföretagare, studenter och pensionärer. Det finns en god potential för en tredjepart att driva en marknadsplats som specialiserar sig på att skapa värde av lågbeläggningstider. Affärskonceptet hindrar inte anläggningarna från att själva göra ansträngningar för att höja beläggningen på dessa tider, och de kan använda marknadsplatsen som komplement till deras befintliga bokningssystem. Utifrån de anläggningar som har undersökts finns det en god potential för att öka en anläggnings omsättning med ungefär 330 000 kr per år. Affärskonceptet har tagits fram genom att göra en marknadsundersökning baserad på en teknisk produkt som initialt var utformad som ett bokningssystem med olika produktutvecklingsmöjligheter och olika tänkbara kundgrupper att adressera. Marknadsundersökningen gjordes iterativt utifrån projektledningsmetoden Lean Startup som kombinerats med kvalitativa marknadsundersökningstekniker från Innovation Games. / A business concept has been developed into a marketplace. The marketplace is a web and mobile application whose purpose is to create value out of resources' bookable time slots which today generally have low occupation rates at activity facilities within sports, culture and entertainment. The marketplace is intended to bring together a wide range of low occupation rate time slots for different activity types, with types of activities that friends typically do together an ordinary day. The idea is to build a strong brand for the marketplace with the clear message that "the marketplace provides a wide range of affordable offerings for sports and spare time activities, if you choose to adjust your schedule to fit the facilities' low occupation rate time slots". In addition, the marketplace should have functionality that makes it easier for end-users to find a time slot through the marketplace that fits everyone, by synchronizing the various options of activities and time slots preferences that people within a group of friends are interested in. The marketplace is supposed to be targeted to people with flexible schedules, especially self-employed, students and seniors. There is a good potential for a third party to run such a marketplace and specialize in creating value out of low occupation rate time slots. However, the business concept does not prevent the facilities themselves to make efforts which lead to increased occupation rates at time slots with low occupation rates. Furthermore, the facilities are rather supposed to use the marketplace as a complement to their existing booking systems. Based on the examined activity facilities, there is a good potential to increase a facility's turnover with approximately 330 000 SEK yearly. The business concept has been developed by doing a market research based on a technical product which initially was designed as a booking system with different product development opportunities and various potential customer segments to address. The market research was done iteratively by using the project management methodology Lean Startup combined with qualitative market research techniques from Innovation Games.

Purpose -- Given the enduring COVID-19 pandemic, this thesis set out to reveal an updated perspective of the service-oriented small business experience, particularly in their access and choice of financial resources to fund operations and adapt marketing strategy. By the time this study started, it was clear which businesses had been rising with the new tides of swelled categorical demand vs. those that were persevering like embers in a 'slow burn' state of low income against persistent expenses. Therefore, the research sought to compare the results of marketing experimentation with current plans for increasing resiliency, or enabling robust growth, coming out of the pandemic.  Methodology / Design / Approach -- As the quantitative understanding of the business impacts had been generalized, a closer look was needed into what entrepreneurs and small business leaders were thinking about in the present moment, by reflecting on factors for survival / thriving, until this point and going forward. To capture this wide range of perspectives and strategies in formulation, qualitative methods with a diverse set of businesses were selected. Theoretically, customer-centric marketing principles were employed, focusing on three intangible firm resources (of the resource-based view): 1) Stakeholder Relationships; 2) Brand Equity and 3) Knowledge / Capabilities. Findings -- With the realization that adequate financing is inaccessible and government support perceivably unreliable, small businesses naturally tested several emergent strategies within the limits of their available resources. During times of crisis and radical change, as entire industry ecosystems are reassuming their fundamentals, companies have the opportunity to maximize and develop their resources, in alignment with differing and changing customer demands.  Practical Implications -- While the recommendations are tailored for small business and optimistically many, cities are also suggested to take a resource-based VRIO (Value, Rarity, Imitability and Organizability) approach to supporting the economic value and potential of their retail, restaurant and service-oriented business communities.  Originality / Value -- Applying a modern customer-centric view for the small business resources most potentially valuable and developable, this research contributes a unique crisis-borne framework, which may be conceptually used as a hotbed -- by both internal and external (i.e. municipalities, partners and customers) stakeholders -- for ideating novel marketing strategies and supporting business growth / resilience.  Keywords: Adaptation, Crisis Management, Financial Liquidity, Access to Capital, Government Aid, Alternative Finance, Marketing Strategy, Resource-based View (RBV), Customer-Centric, Stakeholder View, Brand, Authenticity, Knowledge, Capabilities, Marketing Management, Marketing-Finance Interface, Paid Marketing, Organic Marketing, Customer Loyalty, Community and Decision-Making