University of Twente Student Theses


Strategy implementation processes of small businesses in the hospitality industry

Oude Weernink, Marissa Willemijn (2014) Strategy implementation processes of small businesses in the hospitality industry.

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Abstract:There is a widespread acceptance that strategy plays a vital role in the existence of any organisation. Previous research shows many definitions and frameworks for strategy formulation. There is however little scientific knowledge about the actual realisation of a strategy once envisioned, and most research takes a general approach. This research attempts to map the various approaches organisations use and the problems they face when implementing their already formulated strategy. It centres its attention on small businesses within the hospitality industry. This study gives room to believe that it is especially the nature of these firms that causes difficulties. The current strategy implementation processes tend to be highly individual and top-down, and many problems arise along the way. The study shows that the major difficulty in these firms is an overall lack of resources. Moreover, a shortfall in internal and cross-functional communication, an absence of long-term strategic thinking and a lack of clear tasks descriptions are responsible for implementation failures. It appears that small hospitality firms do not comply with existing implementation frameworks. Yet, when describing obstacles to strategy implementation the existing theories and study results show many similarities, especially in relation to the failure in internal communication.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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