CUSTOMIZATION – INNOVATION WHEN OFF-THE-SHELF IS OUT OF THE QUESTION

Milan Stamatović, Aleksandar Jovičić, Danijela Parojčić

DOI Number
https://doi.org/10.22190/FUEO191121011S
First page
141
Last page
155

Abstract


Appointment scheduling applications (ASA) are used by service providers (hair salons, dentists, physicians), i.e. B2B customers, and service consumers (people), i.e. B2C customers. The objective is to investigate if innovation, i.e. customization may be applied to enable the product to support specificities of the Serbian market (SSM). Based on the environmental and competitive (internal and external) analysis and comparison of global vs. customized product (ASA) we recommend the launch of customization and sales departments aiming to place the customized product on the Serbian market. Applied research methodologies include SWOT and PESTEL analysis, strategic group mapping, Porter’s value chain, Boston consulting group matrix, McKinsey’s seven ‘S’ model, COMB analysis, Porter’s five forces, Ansoff’s matrix, stakeholder’s analysis, and the balanced scorecard. The result is a business plan for the market entry of a software producer on the Serbian market. Appropriate combination of strategies – innovation and customization is formulated on the operational level.

Keywords

Customization, innovation, appointment scheduling application

Full Text:

PDF

References


Aichholzer, G. (2002). Das Expertinnen-Delphi: Methodische Grundlagen Und Anwendungsfeld' Technology Foresight. Assessment Working Paper No. ITA-02-01, Institute of Technology.

Beaver, G. (2000). The significance of strategic vision, mission and values. Strategic Change: Briefings in Entrepr. Finance, 9(4), 205-207.

Campbell, J. B., & Fransi, E. C. (2017). La gestión de las fuerzas de ventas, un estudio exploratorio a través del método Delphi. RAN - Revista Academia Negocios, 2(2).

Cordery, C. J., Woods, M., & Collier, P. M. (2011). From Value Chain to Value Cycle: The Role of Risk Management and ICT.

Cross, S. (2007). Strategy Toolkit: 7 really useful tools to help build winning strategies and drive great results. Morgan Cross Consulting.

Duru, O., Bulut, E., & Yoshida, S. (2013). Delphi Forecasting for Shipping Industry and Technology: Performance and Validity.

Grunert, K. G., & Ellegaard, C. (1992). The Concept of Key Success Factors: Theory and Method. The Mapp programme working paper no 4.

Heery, E., & Noon, M. (2017). A Dictionary of Human Resource Management (3 ed.). Oxford University Press.

Helmer, O. (1967). Analysis of the Future - Delphi Method. Rivista Italiana di Administrazione Industriale. Retrieved from: https://www.rand.org/pubs/papers/P3558.html

Ittner, C. D. (2015). Performance Measurement, Implementation Issues. Wiley Encyclopedia of Management.

Jovičić, A., Đokić, A., & Stamatović, L. (2018). Management in the Serbian IT sector – specificities and recommendations. FBIM Transactions, 6(2), 44-53.

Jovičić, A., & Stamatović, L. (2018). Can migration reduce the positive effect of investments in education? (pp. 211-214). International Scientific Conference "Theoretical and Empirical Aspects of Economic Science - 60 years of Challenges and Opportunities", Belgrade.

Kleindl, B. (2014). Value Chain Analysis. The Internet Encyclopedia.

Merchant, B. N. (2012). Why Porter’s Model No Longer Works. Harvard Business Review. Retrieved from: https://hbr.org/2012/02/why-porters-model-no-longer-wo

McGee, J. (2015). Strategic groups, Wiley Encyclopedia of Management.

Mohajan, H. K. (2018). An Analysis on BCG Growth Sharing Matrix. Noble International Journal of Business and Management, 2(1), 01-06.

Okoli, C., & Wang, N. (2015). Insights from a Delphi Study. Proceedings of the 21st Americas Conference on IS. Puerto Rico, 2015.

Peters, G. (2014). The Big Ida Magnificent Seven S. London Business School Review, 25(2), 74-75.

Russell, R. H. (2015). Balanced Scorecard. Wiley Encyclopedia of Management.

Sammut Bonnici, T. (2015). SWOT Analysis. Wiley Encyclopedia of Management.

Velez-Pareja, I. (2003). El Metodo Delphi. Politecnico Grancolombiano, Riesgo e Incertidumbre. Retrieved from: https://www.researchgate.net/profile/Ignacio_Velez-Pareja/publication/5006691_El_Metodo_Delphi/links/549f17560cf281d393a2540e.pdf




DOI: https://doi.org/10.22190/FUEO191121011S

Refbacks

  • There are currently no refbacks.


ISSN 0354-4699 (Print)

ISSN 2406-050X (Online)