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AĮ EAS

O F M A NA G EM ENT
A DV ı
S O R Y S E R V IC E S PA R T [

LEA R N ı
N G O B J E C T IV E S

A fte r s tu d y in g C h a p te r 2 yo
,
u s ho u ld b e a b le to

1 E n u m e ra te a n d e x a in th e
pı v a r io u s ty p e s o f
m a n a ge m e n t a d v is o ry s e rv ic e s

2 U n de rs ta n d th e a re a s o fM A S

a in th e tu f o th e ty p e fco n s u ı
ta n c y
3 E x pı N a re o r s o

w o rk

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A R E A S O F M A N A G E M E N T A D V IS O R Y
S E R V IC E S PA R T I -

T jp es o fM A S E n \ ge m e n ts

M ı
ta n ts in g e n e r a l a p p ly th e lt in g p r o c e
c o n su ss t o e n g a g e m e n ts
a n \ m e n t c o n su
h a r a c te r is t ic s It m a y th e r e fo r e b e u se f u l to c la s s if
ha v in g w id e ly v a ņ in g
ı
c y
r d in g to s ix d im e n s io n s T he se
m a n a ge m e n t se r v ic e s ga ge m e
e n n ts a c co

d im e n s io n s in c lu d e th e fo llo w in g

n a tu r e o f t h e p r o b le ıiì ,

(b ) s e r v ic e de ı iv e ry a r e a ,

(c ) p h a s e (s ) o f th e a n a ly t ic p r o c e s s ,

(d ) te c h n iq u e s a n d m e th o d o ı o g ie s a p p lie d ,

(e ) in d u s try (o r n a t u r e o f o r g a n iz a t io n ) to w h ic h th e c ıie n t b e lo n g s ,
an d
( g e o g r a p h ic a l a r e a (s ) w h e r e th e e n g a g e m e n t ta k e p la c e

E v e ņg a g e m e n t in v o lv e s a ll s ix d im e n s io n s T h u s a lth o u g h a n e n g a g e m e n t
'
e n ,

m a y b r ie f ly b e d e s c r ib e d a s a m a n a g e m e n t in fo r m a t io n s y s te m e n g a g e m e n t (r e ,

in a c c o r d a n c e w ith t h e s e r v ic e d e ı iv e r y a r e a ) it a ls o ta k e s p la c e a t o n e o r m o r e ,

W ific lo c a t io n s ,
in v o lv e s a c lie n t b e lo n g in g to a p a r tic la r in d u s tr y , o r
u

p a r tic u la r o r g a n iz a t io n a n d s o o n E a c h d im e n s io n an d its p o s s ib le c a te g o r ie s
w iı ıb e d is c u s s e d b r ie fly in th is s e c t io n

N a tu r e o f tïıe P ro b le ı
n

a s s ific a t io
C ı n s o f problens a c c o r d in g to th e ir s itu a t io n a r e a s fo llo w s

(a ) C o rr e c t iv e

(b ) P r o g r e s s iv e

(c ) O p p o r tu n is t ic

C om e c tiv e p ro b le m in v o ı
v e s a s it u a t io n in w b ic h co n d itio n s ha v e w o rse n e d

It usua lly a r is e s s ird d e n ly an d de m a n ds u rg e n D e fy in g th e p r o b le m


t a c tio n
is o fte n m u c h le s s d iffic u ı
t th a n d e te r m e c o u r s e o f a c tio n
in in g th e p r e fe r a b ı .

A n ex am p le o f a corrctive p r o b le m is th e s u d d e n d ro p in p r o d u c tiv ity

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w ith in a c r it ic a ıd e p a r tm e n t A c o n s u lta n t is e x e c te d to t iv e
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ac tio n o r a c t io n s th a t w ill r e tu r n t h e s itu a t io n to its p r e v io u s s t a te

: P
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ro a n e x is t in g s itu a t io n th a t c a n b e im þr o v e d
F o r e x a m p le , th e f ır m m a y h a v e be e n a cq u ir e d b y th e f ir m
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s c o m p e t it o r s b u t
th e fir m s p r o c e d u r e h a v e r e m T h e f ır m ha o n t in u e d t o
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a in e d u n c ha n ge d s c

em p lo y o ld p r o c e du re s in ig n ific a n t g r o w th in tr a n s a c t io n s a n d
sp ite o f s

d e v e lo p m e n t in c o m p u te r te c h n o ı o gy In s u c h a s itu a t io n , t h e c o n s u lta n t
m a y d e te r m in e th a t c o m p u te r b a s e d tr a n s a c t io n p r o c e s s in g s y s te m s a r e lik e ly
to p r o v id e c o n s id e ra bı
e im p r o v e m e n ts to th e s it u a t io n

X O p p o r t u n is lic p r o b le l t/ in v o lv e s a s it u a t io n in w h ic h a fu t u re p p o r tu n it
o

e x is ts Fo r ex a m p ı e x c e s s iv e h d c a s h e q u iv a le n t s
e a fir m ,
m ig h t h a v e ca s a n

av a a bı
iı e O n th e is th a t th e fu n d s a r e n o t e a r n in g a
s u r fa c e ,
th e p r o b ı e m

d e s ir a b ı e r a te o f r e t u r n ity in t h is s it u a t io n is to
T h e c o n s u lta n ť s r e s p o n s ib iı
s e a r c h o u t a n d r e c o m m e n c ıo p p o r tu n it ie s fo r m o r e e ffe c t iv e u s e o
f th e fu n d s
O b v io u s ly , o p p o r tu n is t ic problr 1 s a r e lik e ly to le a d t o m o r e r is k y a s w e ll a s
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p r o g r e s s iv e p r o b ı
e m s

Se rv ic e D e liv e r y A r e tts

S e r v ic e d e liv e ly a re a s ie ,
th e fu n c t io n s o r a c t iv itie s in w h ic h th e p r o b le m
s it u a t io n ex is ts m a y b e c la s s iħe d in ą n u m b e r o f w a ys O n e c la s s ific a t io n
a n fo
pı r in s ta n ce ,
e m p lo y s th e fo llo w in g g r o u p in g s

]O G e n e ra lm a n a ge m e n t
2 0 M an u fa c tu r in g
3 0 P e rs o n n e l

4 0 , F in a n ce a n d a c c o u ì t in i g
5 0 M a rk e t in g
6 0 P ıo c u ıe m e n t

7 0 R e se áľc h a n d de v e lo p m e n t
8 0 Pa k a g in g
c

9 0 A d m in is t ıa t io n

10 0 In te r n a t io n a l o pe ra t io n s

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e a c re a a re se v e ra ın a r ro w e r a re a s Fo in s ta n c e u n d e r
.
r ,
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20
y a p te r 2

G e n e ra la c co u n t in g
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p ıa n n in g b tıd g e t in g ,
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c a p ita ıin v e s tm e n t
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4 8 F in a n c ia lp ı
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4 9 V ı
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4 10 T a x e s
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A P p lic t ıt io n o r th e A n n ly tic p ro c e ss

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le a s t th e p e r tin e n t fa c ts o f t h e p r o b le m s T he s e p ha se s re r
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i nt er n a l st ru c t ur al . eo r ga n i za t i on s .

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ta n t ca n u se th e p r o je c t p r o p o s a l to e s ta b lis h ex a c t ly w hat
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I n fo rm a tio n S y s te m s C o n su ı
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(8 ) E x p o r tin g a n e l in te r n a t io n a l m a r k e t

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p e t itiv e a d v a n ta g e th a t m ig h t b e g a in e d
th r o u g h i n v e s t m e n t in in fo r m a t io n te c h n o ı o gy S u c h a c o n s u itin g e x e r c is e
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A m d re d e ta iı
e d d is c u s s io n is fo u n d in p a r t IV C h a p t e r s 2 7 to 3 3
,

I n te r n a lA u d it S e rv ic e s

in te r n a lA u d it in g is a il in d e p e n d e n t o b je c t iv e a s s u ra n c e a n d c o n su lt in g a c t iv ity
,

d e s ig n e d to a dď v a ı
u e a n d im p r o v e a ll o rga n iz a t io n
'
s o p e r a t io n s It h e ı ps an
b y b r in g in g a s y s te m t ic d is c ip lin e d
o r g a n iz a t io n p lis h its o b je c t iv
acc o m e s a ,

ı
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p p r o a c h to e v a v e a
a

a n d governance p r o c e sse s

T h is d e fin it io nis k e y fo r u n d e r s ta n d in g th e r o le a n d D e p th o f in te r n a l a u d itin g


d e p ic ts t h e p r o k s s io n s b r o a d e n e d fo c u s a n d p r o a c t iv e s ta n c e
'

to d a y It a ls o

T h is s e r v ic e a r e a is d is c u sse d a n d illu s tr a te d m o re fu lly in P a r t V ,


C h a p te r 3 4

e n t au d its d p e r fo
a n rm a n c e au d its
a na ge ırı ,

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a r e e x a m in p a rt e
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ıe ffic ie n c y fï e c t iv e n e s s d
p e r a t io y
o n a ,
e ,
A n e co n o m

A m o re d e ta ile d d is c u s s io n is fb u n d in P a r t V ,
C h a p te r 3 5

}im s i n e s e e s s Im p m v §m ę M 'R e e n g in e e r in g

p ro c e ss
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th a ń T Q M y
ıı ta n ts In p r o c e s s r e e n in e e r in i
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T he o r c le ľ in w h ic h th e a bo v e m e n t io n e d s te ps a re ge n e ra lly a p p lie d
a re
i
v

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