Service organizations differ from product-oriented operations in intangibility, variability, and perishability. The digital era introduced transformative models, sparking debate on AI's influence. This course focuses on directing service-based organizations, service design and holistic strategies. It promotes transitioning from basic transactions to valuable experiences and prepares future leaders for values-driven services.

Antirequisite(s): Business Administration 4434A/B.

Extra Information: 3 lecture hours.