Strategy Implementation in Customer Interface
Jokiaho, Piia (2013)
Jokiaho, Piia
Kymenlaakson ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013112618373
https://urn.fi/URN:NBN:fi:amk-2013112618373
Tiivistelmä
Media business environment is changing rapidly because of digitalization. Media advertising and especially advertising in newspaper has decreased significantly in recent years. The crisis of media causes changes in revenue generation strategy, business model and competition environment, and thus challenges traditional media houses to create interesting contents and new models to gain revenue. Traditional media houses are required to understand the connection of printed and digital media and to utilise benefits of printed and virtual communication.
In order to respond these challenges, the strategy of the case organization, Company X (name changed), was launched in spring 2012. This research was focused on strategy implementation in the customer interface in the case organization. The aim of this research was to provide comprehension about effective implementation of the strategy in customer interface. The objective of the research was to assist management of the case organization in evaluating the strategy implementation, especially in the b-to-b customer interface, and to provide suggestions for further implementation of strategy.
The research strategy was a qualitative case study. Thematic interviews of both employees working in the b-to-b customer interface of case organization and strategically significant customers were utilized in order to produce comprehensive data of subject and to evaluate how implementation of strategy has succeeded and how the chosen strategy is connected to customers’ views.
This research sought for effective implementation of strategy. In current, rapidly changing world, rational, long-term strategic management is inadequate. Emphasis in postmodern strategy creation should be on interaction with the customers and connecting strategy of organization to strategic objectives of its customers.
In order to respond these challenges, the strategy of the case organization, Company X (name changed), was launched in spring 2012. This research was focused on strategy implementation in the customer interface in the case organization. The aim of this research was to provide comprehension about effective implementation of the strategy in customer interface. The objective of the research was to assist management of the case organization in evaluating the strategy implementation, especially in the b-to-b customer interface, and to provide suggestions for further implementation of strategy.
The research strategy was a qualitative case study. Thematic interviews of both employees working in the b-to-b customer interface of case organization and strategically significant customers were utilized in order to produce comprehensive data of subject and to evaluate how implementation of strategy has succeeded and how the chosen strategy is connected to customers’ views.
This research sought for effective implementation of strategy. In current, rapidly changing world, rational, long-term strategic management is inadequate. Emphasis in postmodern strategy creation should be on interaction with the customers and connecting strategy of organization to strategic objectives of its customers.