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Roger W. Schmenner

In: New Service Development: Creating Memorable Experiences

Chapter 10: The Location Decisions of New Services

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The Location Decisions of New Services
The location decisions of new services
Roger W.Schmenner

Have new services made their location decisions in the same way as have older services? Are they different? How are branch operations different from single-site local firms? This research addresses these questions by comparing new services, defined as those up to 3 years old at the time of the study, to older ones. Survey responses from individual service operations, both single-site local firms and branches, shed light on how operations managers make location decisions.

This study tackles location decisions from a particular perspective. The location decision itself is seen as an intuitively appealing, two-step procedure that first chooses a general area for the service operation and then chooses a particular site. Influences can be ...

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