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

Author

Listed:
  • Dong (Michelle) Li

    (Mathematics, Analytics, Science and Technology Division, Babson College, Wellesley, Massachusetts 02457)

  • Dessislava Pachamanova

    (Mathematics, Analytics, Science and Technology Division, Babson College, Wellesley, Massachusetts 02457)

  • Phattharanan Siricharoensang

    (iParty Bangkok Co., Ltd., Bangkok 10110, Thailand)

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.

Suggested Citation

  • Dong (Michelle) Li & Dessislava Pachamanova & Phattharanan Siricharoensang, 2025. "Case Article—Prescriptive Analytics for Entrepreneurial Growth: Data-Driven Strategic Decision Making at iParty Bangkok Co., Ltd," INFORMS Transactions on Education, INFORMS, vol. 25(2), pages 169-174, January.
    • Handle: RePEc:inm:orited:v:25:y:2025:i:2:p:169-174
    DOI: 10.1287/ited.2023.0028ca
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    References listed on IDEAS

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    1. Ashlea Bennett Milburn & Emre Kirac & Mina Hadianniasar, 2017. "Case Article—Growing Pains: A Case Study for Large-Scale Vehicle Routing," INFORMS Transactions on Education, INFORMS, vol. 17(2), pages 81-84, January.
    2. Dessislava A. Pachamanova, 2015. "Case Article—Mapping Business Problems to Analytics Solutions: Surrogate Experiential Learning in an MBA Introductory Data Science and Business Analytics Course," INFORMS Transactions on Education, INFORMS, vol. 16(1), pages 15-22, September.
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    10. Renata Konrad & Adrienne Hall-Phillips & Anita R. Vila-Parrish, 2018. "Are Our Students Prepared? The Impact of Capstone Design Pedagogical Approaches on Student Skill Development During Industry-Sponsored Fieldwork," INFORMS Transactions on Education, INFORMS, vol. 18(3), pages 183-193, May.
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    13. Ashlea Bennett Milburn & Emre Kirac & Mina Hadianniasar, 2017. "Case Article—Growing Pains: A Case Study for Large-Scale Vehicle Routing," INFORMS Transactions on Education, INFORMS, vol. 17(2), pages 75-80, January.
    14. Sanjay Choudhari & Saurabh Chandra, 2022. "Case Article—Route Planning at an Animal Husbandry Department," INFORMS Transactions on Education, INFORMS, vol. 23(1), pages 35-40, September.
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