Adapting operations management teaching to a changing world
Pearson’s author webinar series “Changing Perspectives”
The webinar hosted the authors of the best-selling textbook 'Operations Management', Nigel Slack and Alistair Brandon-Jones. The authors shared their personal views about the changes in the modern world and their impact on operations management.
The YouTube video of the webinar is available, along with the full presentation.
Uncertainty in a constantly changing world: is the environment getting more turbulent?
The political conflicts and geopolitical uncertainty have increased the volatility, uncertainty, complexity and ambiguity (VUCA) in the world over the past thirty years - from the Gulf War all the way to Brexit and the war in Ukraine.
Nigel Slack (Emeritus Professor, Warwick Business School) and Alistair Brandon-Jones (Professor, School of Management, University of Bath) think the academics should should take a deeper dive into these four dimensions (VUCA) and contemplate the different ways their teaching reflects them.
The traditional vs the modern: how do the changes reflect on today’s teaching?
According to Slack, the modern sphere of operations management has changed and expanded: as it now includes the running of operational activities around marketing, human resources, and modern financial processes, new technologies are developing, and customer expectations are changing – aspects that should all be absorbed into the teaching.
With the above in mind, the authors spoke about the times they "were late" reflecting some of those changes in their text. An example of this delay is their analysis of the concept regarding collecting and incorporating modern data. As a transforming resource, collecting data affects how operations run and feed into the decision-making processes and analysis.
Collection and data management in operations: changing teaching perspectives and objectives
The collection and data management process not only changes the educators' teaching perspective and approach, but also the objectives when showcasing the importance and impact of operations to the students.
With the role of analytics, and the rising in AI and algorithmic decision-making, the need to include more data-related content creates room for improvement and provides food for future editions.
“Changing perspectives” around case studies: the examples of IKEA & Adidas
The authors stressed it is always important to ensure the book's content remains current.
IKEA is one of the cases included in several of the editions as a traditional established business model focusing on an operations-led strategy.
Although still successful in direct sales, as consumer needs have now shifted towards the online market, IKEA has adopted an omnichannel model to meet those needs and is trialling different avenues towards e-commerce.
As a result, the two authors changed this case study radically, focusing on how the shifting markets have challenged IKEA's previously established, traditional model.
Drawing lessons from the changes in the field
Whilst there are case studies that have stood the test of time, other cases demonstrate an operations strategy model that has proved to be ineffective. The authors referred to some of the boxed case examples they have added from time to time which are no longer valid, due to the unexpected changes in the industry.
Instead of removing them, however, they decided to adapt them and draw useful lessons.
An example is the “near-market” factories that Adidas opened to speed up the design process of its high-end, limited-edition designs. However, less than 12 months later, Adidas decided to shut these factories down. The main reason was their inability to meet the cost advantage that Far East supply chain management systems have developed for decades.
Operations Management & ChatGPT: the future of assessment
Nigel thinks ChatGPT will pave the way towards building better academic assessments that will not include generic, easy questions for the chatbot to respond to.
Should educators incorporate ChatGPT into their teaching?
Alistair explained that some of their assessment methods include various physical and online simulations, listing Pearson’s MyOperationsExperience amongst them, that prompt students to write their reflections around the subjects. He also revealed that upon testing it, ChatGPT struggled to provide a satisfactory answer due to the specific nature of the information requested during the test.
He maintains that the hands-on assessment methods would make it impossible for students to ask ChatGPT for help. These include physical presentations and individual quizzes based on mini-cases that students are requested to tackle on the spot.
Direct, Design, Deliver & Develop: the four D’s model in operations strategy
When asked regarding the origin of "The Four D’s model" the book is structured upon, Nigel Slack revealed it is a strategic concept he created and simply ‘made up’ – namely an illustrative model which they have tested, and it works. On that basis, he further urged educators to create and apply their own models as part of their teaching practice.
Ultimately, Nigel and Alistair constantly monitor the changes in the field, and apply them to their content. From editing, removing and replacing what might seem dated in their narrative, they always try to bring their content up to date for each edition, giving it a fresh perspective. And as part of the process, they always welcome and appreciate the feedback and suggestions coming from the academic community Itself.
TOP TIPS: the authors’ recommendations for more effective teaching
1. Know your class
Use the book content as a starting point and tailor your teaching approach to the needs of the group you are teaching – considering factors such as who the student is or what is the nature of the class.
2. Balance your teaching content according to the students in the classroom
Focus on different aspects and examples depending on the students’ background: for example, if there is a higher number of students working in a non-profit sector environment, then provide extra examples around that area.
3. Value the operations’ objectives with your students and get the debate going!
Discuss with your students which of the operations’ objectives they think are more important (such as quality, speed, flexibility and dependability, cost and sustainability) and help them familiarise themselves with the key concepts of this ever-changing field.
Operations Management, 10th edition, is now available at our online store in Print, eTextbook and Revel® formats.
Ranked as one of the Top Ten most influential texts in business and management in the world!
According to the Financial Times' Teaching Power Rankings, 2021 (research by Open Syllabus)