Spatial Capacity Planning

We study the relationship between capacity and performance for a service firm with spatial operations, in the sense that requests arrive with origin-destination pairs. An example of such a system is a ride-hailing platform in which each customer arrives in the system with the need to travel from an origin to a destination. We propose a parsimonious representation of a spatial multiserver system through a state-dependent queueing model that captures spatial frictions as well as spatial economies of scale through the service rate. In a classical [Formula: see text] queueing model, the square root safety (SRS) staffing rule is known to balance server utilization and customer wait times. By contrast, we find that the SRS rule does not lead to such a balance in spatial systems. In a spatial environment, pick-up times increase the load in the system; furthermore, they are an endogenous source of extra workload that leads the system to only operate efficiently if there is sufficient imbalance between supply and demand. In heavy traffic, we derive the mapping from load to operating regimes and establish implications on various metrics of interest. In particular, to obtain a balance of utilization and wait times, the service firm should use a higher safety factor, proportional to the offered load to the power of [Formula: see text]. We also discuss implications of these results for general systems.

A model for lead conversions through cold calling in startup B2B services firms in India: a sense-making derivation

PurposeCold calling being one of the most preferred modes of sales strategies in the past, with all digital platforms setting in, is it still the best option a B2B service firm has? To seek answer to this interesting question is the purpose of this paper. The study seeks to understand the contributions of both the sales force and the digital marketing team towards lead conversion. The paper also aims to derive a sense-making model for lead conversion based on a few propositions of the study.Design/methodology/approachThe authors have adopted mixed method approach. The authors have chosen a small enterprise offering B2B services to understand the sales process. The past one-year cold calling data were analyzed. In addition, 15 in-depth interviews were conducted among the managers and the executives of the firm. The study adopts the AIDA model of customer response and the stages of selling process to better map the sales process of the firm. Based on the analysis, a new model is proposed to aid lead conversions.FindingsThe findings suggest that cold calling is not an effective mode of sales strategies in this case as the firm experienced a very low conversion rate. However, with the integration of digital marketing efforts with sales process, the sales team could achieve higher conversion rate.Originality/valueVery few studies in the literature examines the effectiveness of cold calling strategy integrated with digital marketing efforts. This is one of the few studies examining cold calling strategy in B2B service firm in India.