Strategic Planning In Small Enterprises on Shaping the Competitive Advantage of Boutique Hotels in Sabah and Sarawak
The relevance of strategic planning in small enterprises presents a mixed outcome in the literature. Lack of key decision contents indicators hinder strategic planning among small enterprises owner-managers who depend on their intuition and experience in making strategic decisions. Moreover, the...
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| Format: | Thesis |
| Language: | en en |
| Published: |
2018
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| Subjects: | |
| Online Access: | http://ur.aeu.edu.my/278/1/Strategic%20planning%20in%20small%20enterprises%20on%20shaping%20%282%29.pdf http://ur.aeu.edu.my/278/2/Strategic%20planning%20in%20small%20enterprises%20on%20shaping.pdf http://ur.aeu.edu.my/278/ https://online.fliphtml5.com/sppgg/goxd/?1596074173385 |
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| Summary: | The relevance of strategic planning in small enterprises presents a mixed outcome in
the literature. Lack of key decision contents indicators hinder strategic planning among
small enterprises owner-managers who depend on their intuition and experience in
making strategic decisions. Moreover, the development of strategic planning contents
from a unidimensional versus multidimensional approach remains inconclusive. At
present, there is minimal knowledge on the applicability of planning dimensions which
contribute to small enterprises competitive advantage.
The aim of this study was to determine the relevance of strategic planning in boutique
hotels through key planning topics and coordination as the base to develop key decision
contents indicators A novel strategic planning content framework for small enterprises
was introduced which allowed inquiry into unexamined aspects focusing on a contentoriented,
emergent approach as opposed to process-deliberate. These included decision
content, planning formality, owner-manager influence, strategic analysis framework
and internal-external aspects. Through a case study approach, semi-structured
interviews were conducted with owner-managers of nine boutique hotels located
throughout Sabah and Sarawak. Findings suggest strategic planning is relevant for
boutique hotels where decision indicators relate to profits, marketing, operations and
facilitated by briefing and proposal. Multidimensional approach design is more suitable
and all four planning dimensions are pertinent except strategic analysis framework.
Strategic planning is considered an option, not a necessity and decision contents are
informal and intuitive.
The strategic planning framework for small enterprises is an original contribution of
this study focusing on decision contents and planning dimensions. Instant-Messaging
Applications, closer collaboration with online travel agents, retention of key employees
and knowledge acquisition should guide boutique hotels to remain sustainable. Small
enterprises do differ significantly from larger enterprises in their strategic planning
practice and future research should consider multidimensional approach. |
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