However, the ability of technological systems to store informationand independently “act” within certain preestablished or programmedparameters has radically increased in the last fewdecades. Operand resources, such as automated customer serviceand logistics management systems, are being designed with suchcomplex responsive capabilities as to conceptually distance theinfluences of the operant resources behind them (programmers).Although the operant influence of programmers are still at workin the computer programs that spontaneously adjust customerpreference notifications (Amazon), conduct mass fleet route optimization(Wal-Mart), and facilitate customer music selection(Pandora), the actual decisions regarding the handling of theseservice delivery activities are being executed long after the operantresources have been applied. Thus, as this decision-makingcapacity of technological systems becomes increasingly complex,an important question is, “At what point must scholars and managersbegin to view the operant-operand distinction as a continuouscharacteristic of resources, rather than as a categorical one?”
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