CORPORATE STRATEGIC CHANGE IN SMALL BUSINESS: AN APPLICATION OF ACTION RESEARCH FOR THE DEVELOPMENT OF INTERNAL MARKETING DURING STRATEGIC CHANGE

Chatzigiannis, Vasilios ORCID: 0000-0003-0977-6203 (2021) CORPORATE STRATEGIC CHANGE IN SMALL BUSINESS: AN APPLICATION OF ACTION RESEARCH FOR THE DEVELOPMENT OF INTERNAL MARKETING DURING STRATEGIC CHANGE. Doctor of Business Administration thesis, University of Liverpool.

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Abstract

For this action research study, the researcher studied a small business services firm in the United States of America, as they embarked on a strategic change to develop their structure, processes, and internal communication strategy. The author aimed to develop proposals for the company's business owners to evaluate more pluralistic methods for developing and communicating business change using internal marketing and their employees’ participation. This academic inquiry evaluated, within the context of the presented literature, the actions taken by the firm's business owners in their approach to reform the company and how their strategy was received and affected their employees. Specifically, the researcher studied and analyzed the employees’ views regarding the firm’s strategic planning, internal communication, and participative management processes during the strategic change to assess why the studied organization’s current practices did not adequately communicate the change objectives to reduce employee confusion and business disruption.

Item Type:	Thesis (Doctor of Business Administration)
Divisions:	Faculty of Humanities and Social Sciences > School of Management
Depositing User:	Symplectic Admin
Date Deposited:	18 Nov 2021 11:02
Last Modified:	07 Jun 2023 13:08
DOI:	10.17638/03139769
Supervisors:	Ramsey, Caroline Lowrie, Anthony
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3139769