Documents in Operations: A Case Study of Multimedia in Avis Europe

New, Steve and Westbrook, Roy (2001) Documents in Operations: A Case Study of Multimedia in Avis Europe. In: The Second International Conference on Critical Management Studies, July 2001, Manchester, UK.

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Geographically-dispersed, global service organisations must find cost-effective ways of delivering consistent service quality while recognising local differences in service culture. For such organisations, the management of operations cannot be separated from issues of training, corporate culture, and organisational identity. This paper presents an analysis of the experience of Avis Europe, a leading car rental firm, in developing a multimedia system for training frontline staff. The case illustrates how multimedia technologies enable a new sort of organisational text that has implications for the way in which operations may be documented and enacted. In particular, multimedia allows texts that are complex enough to address issues of what Hochschild describes as “emotional labour” in service operations. These developments have great significance for both practice and research in operations management.

Item Type: Conference or Workshop Item (Paper)
Keywords: Documents; Multimedia; Service operations; Service quality; Training
Subject(s): Corporate reputation
Centre: Oxford University Centre for Corporate Reputation
Date Deposited: 25 Mar 2012 19:57
Last Modified: 23 Oct 2015 14:07

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