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Accounting for Motives. Stakeholder Comprehension in Business / Academic Collaborative Projects. Activities at the academe/ business interface. Vocational degrees - meeting the contemporary needs of the business sector, school leaver & lifelong learner.

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Accounting for Motives

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Accounting for Motives

Stakeholder Comprehension in Business / Academic Collaborative Projects

Bernard Griffin 16.11.05

Activities at the academe/ business interface

  • Vocational degrees - meeting the contemporary needs of the business sector, school leaver & lifelong learner.

  • Academic rigour & underpinning of transferable skills

  • Industrial liaison validation of transferable skills in existing and proposed programmes

  • Course delivery enrichment through visiting speakers & online delivery

  • Attracting commercial funding support for :

    • Long term RAE development

    • Short term knowledge transfer/ R & D projects

  • Applied PhD research - theory application evaluation -achieving commercial viability

Bernard Griffin 16.11.05

Welfare maximisation

Publicly funded

Public access/ownership

Targets accessibility issues

Stakeholder added-value

Profit maximisation

Shareholder/Privately funded

IPR ownership

Exploits niche/market opportunities

Shareholder added-value

The economic aspirations at the academe/business interface

Bernard Griffin 16.11.05

Preconceived ideas on both sides about people working in either sector

Fear of exploitation

Stimulation from commercial enhancement through applied theory

Fear of the unknown - stick to what we know

Apprehension about changing something that already works

Apprehension about trusting others outside the business who may not appreciate the finer points

Operational stakeholder motivation & misconceptions

Bernard Griffin 16.11.05

Applied PhD Research

  • Case Study – Airport Surface Access Management

  • The Collaborative Trial

  • Support v’s Risks

  • Stakeholder Motivation & Comprehension

  • Patience, focus & understanding

Bernard Griffin 16.11.05

The collaborative e-business trial

  • Objective - to increase vehicle occupancy levels

  • Method - to switch car users at the point of sale into MPV’s door-to-door at reduced price

  • The airport operator - needs to improve surface access management & capacity to get permission to fly more services

  • The airline operator - wants more flight slots, needs to exploit every possible revenue earning opportunity, whilst maintaining service delivery, passenger satisfaction & market growth

  • The passengers - need to be sure that they can get to the airport in time to check in comfortably

  • Airport staff & air crew need 24 hr reliable access & parking

Bernard Griffin 16.11.05

Practical e-business issues

  • Linking to the airline booking system with the right message to effect switching motivation - without interfering with 5.5million existing transactions to negative effect.

  • Linking to the travel agency booking interface for the MoD as the trial travel agency representative, with a similar switching message

  • Creating an independent booking platform with server support to cope with high-volume airport passengers

  • Providing reliable automated interface booking with high quality MPV providers - system must translate into service quality on the ground that meets passenger expectations

  • Monitoring & measuring passenger responses to the switching offer - how many cars have been eliminated ?

  • Gathering trip data & converting it into GIS-based forecasting mechanism for future surface access management improvements

Bernard Griffin 16.11.05

Surrounding motivational issues

  • The airline wanted £30k up front to take part - based on costs of modifying existing software, plus fears about lost parking & car hire revenue share

  • The airport operator had to intervene & alay fears

  • The franchised airport taxi provider has fears about losing control over taxi revenues & customers to another provider - and refuses to allow access to their database

  • The trial must not be so successful as to wipe out parking revenues to the airport

  • Airport Parent company wants to exploit any potential the trial demonstrates at all other locations - who owns what then ???

Bernard Griffin 16.11.05

Recruiting students - case study 2

  • Who’s job is it anyway ??

  • ‘People buy people first’ - the open day experience

  • Reputation by word of mouth or first hand experience

  • Changing function of the University website

    • To Inform, & what else ?

  • Opportunities for multi-media adaptation

    • To enrich the information

      Meeting the staff - the virtual person

      Seeing the facilities - the virtual tour

Bernard Griffin 16.11.05

Stakeholder motivations

  • Why students come to us (or not) - where’s the evidence?

  • External relations service had never considered the ‘internal relations service’ provided by course delivery staff - feeling threatened by their ‘interference’.

  • Computing subject group teaching & learning staff wanted input into external website format

  • Web-master felt insecure about teaching & learning principles interfering with state-of-the-art web techniques

Bernard Griffin 16.11.05

Organisational culture issues

  • Role cultures are essential for reliable service delivery

  • ‘Role cultures rely on tomorrow being the same as yesterday’ (Charles Handy)

  • Task culture teams rely on cross-functional boundary communications to solve problems - both internal & external (both case studies)

  • The academe/business interface can be characterised by :

    • The theory/practice debate

    • The experiential prejudices of the players

    • The welfare/profit maximisation economic perspectives

    • The role/task organisational culture conflict

Bernard Griffin 16.11.05

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