Case Article—Prescriptive Analytics for Entrepreneurial Growth: Data-Driven Strategic Decision Making at iParty Bangkok Co., Ltd.

Q3 Social Sciences
Dong (Michelle) Li, Dessislava Pachamanova, Phattharanan Siricharoensang
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引用次数: 0

Abstract

This case centers around the dilemma faced by the female owner of a balloon decoration business: whether to outsource transportation of balloon arrangements to third-party providers or handle the transportation of some orders in house. The case illustrates a path to answering the strategic business question through solving a sequence of vehicle routing problems (VRPs) of increasing complexity. The focus of the case is not only on solving VRPs, but also on teaching a practical framework for (1) framing a business problem as a prescriptive analytics problem; (2) researching appropriate concepts, prior publications, and tools; (3) setting up an optimization problem formulation, estimating the necessary inputs, and obtaining a solution; (4) deciding on the appropriate level of formulation complexity needed; and (5) mapping the results from the models to a response to the original business question. Realistic data and Excel models and are provided. The case is appropriate for use in courses in optimization, operations research, and business analytics at either the advanced undergraduate or master’s/MBA level.Supplemental Material: The Teaching Note and supplemental data are available at https://www.informs.org/Publications/Subscribe/Access-Restricted-Materials .
案例文章-用于企业成长的描述性分析:iParty Bangkok Co., Ltd.的数据驱动战略决策
本案例围绕一家气球装饰企业的女老板所面临的两难选择:是将气球布置的运输外包给第三方供应商,还是自己处理部分订单的运输。本案例通过解决一连串复杂程度不断增加的车辆路由问题 (VRP),说明了回答战略性业务问题的路径。案例的重点不仅在于解决 VRP 问题,还在于传授一个实用的框架,用于:(1) 将一个业务问题构建为一个规范性分析问题;(2) 研究适当的概念、先前的出版物和工具;(3) 设置优化问题的表述,估计必要的输入,并获得一个解决方案;(4) 决定所需的表述复杂度的适当水平;以及 (5) 将模型的结果映射到对原始业务问题的回应。提供了真实的数据和 Excel 模型。本案例适用于本科或硕士/MBA 高级阶段的优化、运筹学和商业分析课程:教学说明和补充数据可在 https://www.informs.org/Publications/Subscribe/Access-Restricted-Materials 上获取。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
INFORMS Transactions on Education
INFORMS Transactions on Education Social Sciences-Education
CiteScore
1.70
自引率
0.00%
发文量
34
审稿时长
52 weeks
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