On page 377 of our book, we briefly refer to the ‘ubiquitisation strategy’. All readers will be unfamiliar with this, since (as far as we aware) it is a term made up by us to describe the strategy adopted by service operators, such as hoteliers, retailers, banks and restaurateurs. In simple terms, it is the management of chains of service outlets. We think that this is an important strategy and that there is a substantive body of knowledge about it, but it rarely appears in textbooks. So given this, we plan to run a series of blogs over the next few days that explains this in more detail.
The blogs will deal with the following topics:
- Basic principles of ubiquitision.
- Key issues of ubiquitisation – location, partnerships and alliances, technology, and security.
- Management of service chains.
- Role of the unit operations manager.
- Multi-unit management and role of area managers.
- Current trends in ubiquitisation.
In addition, we will try to provide some examples of exponents of this strategy on an ongoing basis, as well as any relevant research insights. Anyone interested in this should find, that if they pull all this material together, they end up with an additional ‘chapter’ to our book on this topic. [And of particular interest to any OM Tutor that wants to give a more service-oriented focus to their class].