Authors: Nikolaos Katsonis; Georgios Anastasopoulos; Michael Sfakianakis
Addresses: Department of Business Administration, University of Patras, Greece ' Department of Business Administration, University of Patras, Greece ' Department of Business Administration, University of Piraeus, Greece
Abstract: The management of a telecommunication company involves multiple strategic options which should be evaluated and transformed in order to maximise the effectiveness of the organisation. Business processes automation is part of the general management strategy of a telecommunications company and its application can lead to additional resources for the organisation that can be used for other strategic purposes. Marketing operations are also important for the successful presence of an organisation in the market place. By organising and automating part of the marketing operations, a telecommunications company can enjoy multiple benefits which can possibly affect its profitability. Higher and middle management employees, due to their position in an organisation, have different perspectives regarding the use and the usefulness of such strategies. However, the participation, the knowledge and the commitment of both parties are a necessary. The current 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: management strategy; marketing operations; business management; Greece; telecommunications industry; telecoms; employee perceptions.
International Journal of Electronic Marketing and Retailing, 2016 Vol.7 No.4, pp.335 - 345
Received: 14 Jan 2016
Accepted: 04 Feb 2016
Published online: 05 Dec 2016 *