Authors: Nikolaos Katsonis; Michael Sfakianakis
Addresses: Department of Business Administration, University of Patras, Greece ' Department of Business Administration, University of Piraeus, Piraeus, Greece
Abstract: The multiple strategic options and their evaluation are part of the management process of a telecommunication company, which aims to maximise the effectiveness of the organisation. Additional resources can be the outcome of this process, while the automation of the activities can also enhance the overall effectiveness of the organisational strategy. Furthermore, marketing operations are also important for the successful presence of an organisation in the market place and their development and automation can lead to multiple benefits and higher profitability. The different perspectives of higher and middle management employees regarding the use and the usefulness of such strategies have to be taken into account and an extra effort should be made to align those perspectives and increase the consistency of the organisational practices. This study, which is part of a larger research, aims to detect any possible gaps and issues on the perceptions of higher and middle management employees and suggest possible and necessary actions that can ensure the effectiveness of the application of management strategies and their effect on marketing operations.
Keywords: business management; business process automation; consumer behaviour; management strategy; Greece; telecommunications industry; marketing strategies; marketing operations.
International Journal of Electronic Customer Relationship Management, 2016 Vol.10 No.1, pp.2 - 13
Received: 14 Mar 2016
Accepted: 25 May 2016
Published online: 23 Sep 2016 *