Multimedia for international operations: a case study

New, Steve (2003) Multimedia for international operations: a case study. International Journal of Operations and Production Management, 23 (1). pp. 125-137.


Geographically-dispersed, global service organizations must find cost-effective ways of delivering consistent service quality while recognizing local differences in service culture. For such organizations, the management of operations cannot be separated from issues of training, corporate culture, and organizational 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 organizational 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 labor in service operations. These developments have great significance for both practice and research in operations management.

Item Type: Article
Keywords: Quality of service, Multimedia computer applications, Corporate culture, Corporate identity, Organization development
Subject(s): Corporate reputation
Centre: Oxford University Centre for Corporate Reputation
Date Deposited: 10 Jan 2011 16:43
Last Modified: 26 Nov 2018 14:08

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