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Parentune.com: Partnering Parents
內容大綱
In June 2016, the founder and chief executive officer of Parentune.com, a rapidly growing online parents’ community based in Gurgaon, India, was feeling the pressure of keeping his parenting support service relevant to the changing needs of millennial parents. Parentune.com supported parents at all stages of parenting by networking parents and experts. Since Parentune.com launched in November 2012, more than one million parents had become members of the community, with another 6,000 added every month. Parentune.com was trusted by parents for its personalized, validated, and state-of-the-art parenting resources. However, many similar platforms began entering the niche segment of digital parenting services, capitalizing on growing Internet reach and social media penetration. In the wake of evolving parenting needs and mounting competition from look-alike platforms, Parentune.com needed to evaluate its plan for continuous improvement in its service delivery.
學習目標
This case helps students learn about and analyze the different aspects of service management. It highlights the need for integrating the service concept, strategy, and delivery system during the planning phase of new service development. Using this case, students will:<br><ul><li>analyze the distinctive characteristics of service operations;</li><li>define the service concept and package;</li><li>develop the service blueprint;</li><li>identify the service winners, qualifiers, and losers;</li><li>understand generic approaches to service system design;</li><li>understand the role and dimensions of e-servicescape design; and</li><li>identify ethical implications in service system design.</li></ul>