One-page strategic plan using the example of Aarong company from Bangladesh

• Autorzy: Sazonenka Y. , Towhid Y. I. , Siemieniako D.

Identyfikatory

DOI

10.2478/emj-2018-0011

• Języki publikacji: EN

Abstrakty

EN

Strategic development and planning predetermine all the major fields of activities. Marketing activities are the key tool of communication with a company’s customers, suppliers and other stakeholders. Nowadays, short but informative presentation solutions are becoming more attractive and popular. Companies are using more visuals with a short text in their communication channels as well as in building strategies. One of the tools is the one-page strategic plan (OPSP). The research problem of the paper is how to develop a strategy in its compressed version for the organisation that can have a format which is easy-to-understand and communicate. The paper aims to propose the OPSP model for the Aarong company, which should include both the commercial and non-profit activities. As a research method, the case study of Aarong company was chosen, using the secondary data. The proposed OPSP for Aarong company clearly showed the connections of all key elements of a strategic plan. The practical implications of using the OPSP tool in the Aarong company are clearly visible in terms of synthesis of a complicated strategic plan and having an attractive form of the company strategy for the external communication.

Słowa kluczowe

EN

strategic planning; one-page strategic plan; marketing strategy; non-profit; Bangladesh

PL

planowanie strategiczne; jednostronicowy plan strategiczny; strategia marketingowa; non-profit; Bangladesz

• Wydawca: Oficyna Wydawnicza Politechniki Białostockiej
• Czasopismo: Engineering Management in Production and Services
• Rocznik: 2018
• Tom: Vol. 10, no. 2
• Strony: 57--65
• Opis fizyczny: Bibliogr. 29 poz., rys.

Twórcy

autor

Sazonenka Y.

• Graduate of Higher School of Management and Business, Belarus State Economic University, Belarus

autor

Towhid Y. I.

• Graduate of Nothern University Bangladesh, Faculty of Business, Bangladesh

autor

Siemieniako D.

• Bialystok University of Technology, Faculty of Engineering Management, Poland

Bibliografia

• Aartsengel, A., & Kurtoglu, S. (2013). A Guide to Continuous Improvement Transformation. Management for Professionals. Berlin, Germany: Springer.
• Aghazadeh, H. (2015). Strategic Marketing Management: Achieving Superior Business Performance through Intelligent Marketing Strategy. Procedia – Social and Behavioral Sciences, 207, 125-134. doi: 10.1016/j.sbspro.2015.10.161
• Anon. (2016a). About Aarong. Aarong. Retrieved from http://www.aarong.com/about-aarong/
• Anon. (2016b). BRAC at a Glance. BRAC. Retrieved from http://www.brac.net
• Bartkus, B., Glassman, M., & McAfee, B. (2006). Mission Statement Quality and Financial Performance. European Management Journal, 24(1), 86-94. doi: 10.1016/j.emj.2005.12.010
• Bernstein, J. (2014). Standing Room Only. New York, USA: Palgrave Macmillan.
• Buzzell, R.D. (2004). The PIMS program of strategy research: A retrospective appraisal. Journal of Business Research, 57(5), 478-483. doi: 10.1016/S0148-2963(02)00314-4
• Camilleri, M. (2017). Travel Marketing, Tourism Economics and the Airline Product. Cham, Switzerland: Springer.
• Chiarini, A. (2015). Sustainable Operations Management. Measuring Operations Performance. Cham, Switzerland: Springer.
• Ciucescu, N. (2015). Overview about the vision, mission, goals and values of nongovermental organisations. Studies and Scientific Researches. Economics Edition, 22, 62-69. doi: 10.29358/sceco.v0i22.330
• Dolan, R.J. (2003). Managing the Water and Wastewater Utility. Pennsylvania, USA: Water Environment Federation.
• Feurer, R., & Chaharbaghi, K. (1995). Strategy development: past, present, and future. Management Decision, 33(6), 11-21. doi: 10.1108/00251749510087614
• Grünig, R., & Kühn, R., (2015). The Strategy Planning Process. Berlin, Germany: Springer.
• Gulati, R. (2013). Maintenance and Reliability. Best Practices. New York, USA: Industrial Press.
• Hunt, S.D., & Morgan, R.M. (2005). The resource-advantage theory of competition. Review of Marketing Research, 1, 153-206. doi: 10.2307/1251905
• Jalkala, A., Cova, B., Salle, R., & Salminen, R.T. (2010). Changing project business orientations: Towards a new logic of project marketing. European Management Journal, 28(2), 124-138. doi: 10.1016/j.emj.2009.04.005
• Kotler, P., & Keller, K. (2014). Marketing management. Saddle River, USA: Pearson.
• Matejun, M., & Mikoláš, Z. (2017). Small business life cycle: statics and dynamics (S&D) model. Engineering Management in Production and Services, 10(1), 45-58. doi: 10.1515/emj-2017-0030
• Mitręga, M. (2013). Marketing mobilny w świetle postaw użytkowników telefonów komórkowych [Mobile marketing in the light of the attitudes of mobile phone users]. Handel Wewnętrzny, 3, 170-177.
• Mitręga, M. (2014). Pomiar w badaniach naukowych w  marketingu – standardy w Polsce i za granicą okiem recenzenta [Measurement in scientific research in marketing – standards in Poland and abroad as seen by the reviewer]. Marketing i Rynek, 8, 135-138.
• Phaal, R., & Muller, G. (2009). An architectural framework for roadmapping: Towards visual strategy. Technological Forecasting & Social Change, 76(1), 39-49. doi: 10.1016/j.techfore.2008.03.018
• Siemieniako, D. (2008). Logika usługowej dominacji w  marketingu-podstawowe pojęcia i konsekwencje w zarządzaniu [Logic of service domination in marketing – basic concepts and consequences in management]. Marketing i Rynek, 11, 11-16.
• Siemieniako, D. (2010). Lojalność klientów – historia czy współczesność marketingu [Customer loyalty – history or modernity of marketing]? Marketing i Rynek, 5, 15-21.
• Siemieniako, D. (2011). Lojalność relacyjna a zobowiązanie w złożonych związkach usługowych [Relational loyalty and commitment in complex service relationships]. Marketing i Rynek, 8, 10-15.
• Siemieniako, D., & Gębarowski, M. (2016). B2B Relationship marketing management in trade fair activity. Newcastle, England: Cambridge Scholars Publishing.
• Siemieniako, D., & Gębarowski, M. (2017). B2B trade fairs and promise management as a relationship marketing concept. Journal of Customer Behaviour, 16(3), 237- 261.
• Skrabanek, B. (2017). Difference Between Vision and Mission Statements: 25 Examples. ClearVoice. Retrieved from https://www.clearvoice.com/blog/differencebetween-mission-vision-statement-examples/
• Smith, B. (2003). The effectiveness of marketing strategy making processes: A critical literature review and a research agenda. Journal of Targeting, Measurement and Analysis for Marketing, 7(3), 273-290.
• Vishnevskiy, K., Karasev, O., & Meissner, D. (2016). Integrated roadmaps for strategic management and planning. Technological Forecasting & Social Change, 110, 153-166. doi: 10.1016/j.techfore.2015.10.020

Uwagi

Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2019).