The future of competition: Co-creating unique value with customers

The article presents a review of the book "The Future of Competition: Co-Creating Unique Value With Customers," by C. K. Prahalad and Venkat Ramaswamy

Responding to our customers' needs: modifications to assessment in Obstetrics and Gynaecology over 20 years

Background and Objectives: This paper reports on historical changes in assessment culminating in the experience of one discipline with negotiated student feedback that has helped design and modify assessment to cater for the requirements of both students and teachers. The standard of assessment required to pass Obstetrics and Gynaecology in the four year graduate entry program in the School of Medicine at The University of Queensland, Brisbane, Australia has become less formalised and more collaborative. Changes in assessment in this discipline over the last 20 years reflect the development of an understanding of the educational principles associated with adult teaching and learning. Assessment has evolved from being teacher focussed, with questionable reliability, validity, and emphasis on outcomes, to being focussed on learning and the student. Multiplechoice examinations, combined with a collaborative approach to the reliability and validity of questions and answers and a debrief or feedback session have been found to provide an assessment format that is art acceptable measure oflearning for both teachers and students. Changes in assessment reflect a collaborative process between teachers and students based on principles of adult learning and involving negotiated student feedback. Our experience with this form of negotiated outcome for assessment is presented together with suggestions for improvement and is contrasted with assessment methods used in this department over the last 20 years. Change and refinement will continue as medical programs strive to meet the learning needs of students and assessment outcomes that are acceptable to its teachers.

Customers as spatial and social influencers on other customers in the social-servicescape

In marketing, considerable attention has been devoted both to the understanding of consumer behaviour and the impact of the physical environment on the behaviour of consumers within these settings. Yet surprisingly, little attention has been given to the influence of customers on other customers in such settings. But within the environment it could be argued that social stimuli are likely to receive more attention than non-social or physical stimuli (Guerin, 1993). Psychologists have asserted that the mere presence (or absence) of people will affect the behaviour of others. Thus we argue in this paper that customers impact on other customers within the social servicescape. This paper presents the findings of an observational study of 225 episodes which took place within a selected servicescape - four cafes. We found that the presence of other customers appeared to positively influence duration of the stay (social influence), and that customers appeared to exhibit a desire for the presence of other customers in this social setting in that customers appeared to be drawn spatially to where customers were already seated (spatial influence). We draw from psychology, in particular, social facilitation theory (Platania and Morin, 2001; Zajonc, 1965), affiliative conflict theory (Argyle and Dean 1965; Knowles 1980, 1989) and from psychology and sociology in terms of the basic emotional need for a “sense of belonging” (Hagerty, Williams and Oe 2002) in order to develop the conceptual framework for this study. Theoretical and managerial implications of our findings are discussed, as well as directions for further research.