Business planning in successful small firms

Strategic planning has been widely publicized during the last decade, but what has been accomplished by this management activity in smaller, high-growth firms? Business plans have been widely recommended for start-up funding, but we have noted additional uses for business plans in pratice. This article reports methods and results of strategic planning and written business plans in high-growth ‘INC. 500’ firms. In spite of a variety of obstacles, over half of the firms conduct strategic planning on a regular basis. Results of this study show that fast-growth firms develop written business plans as a product of strategic planning, mainly by five key management personnel. Written business plans are used more for internal management purposes than for start-up funding. Finally, the completion of strategic planning is positively associated with a firm's profitability. Based on survey and interview data, this article describes a four-phase model to help ensure effective integration of strategic planning processes and the resulting written business plans.     

The hazards of strategic planning for global markets

Global strategic marketing planning has emerged as a key process in managing today's worldwide marketplace. This survey of 90 large American global corporations reveals that most are bottom-up planners. US firms appear to have distinct cost and numbers orientations. Industry and competitive analyses are used in many companies, although managers appear to lack suitable frameworks for SWOT analyses. Economic climate changes tend to be most disruptive to global planning efforts. When faced with non-achievement of goals, most firms reformulate both objectives and strategies.     

零售商嵌入专业技术的营销策略研究

考虑零售商和技术提供商的二元结构,本文构建理论模型分析零售商嵌入专业技术的营销策略选择问题,并探讨技术嵌入以及技术营销策略对决策结果的影响。研究发现,技术提供商作为博弈的领导者在获取边际利润方面具有优势且相对稳定;并且对技术提供商而言,让零售商进行技术营销的策略是最优的。然而,对于零售商而言,不同技术营销渠道下的利润大小会受到技术产出、技术营销、以及营销努力博弈的影响,因此零售商的策略选择较为复杂。在一定的条件下,零售商可以嵌入产出贡献度较大的专业技术,并优先选择自己进行技术营销以增加技术营销贡献度。这一策略有利于零售商快速实现利润最大化,并与技术提供商实现双赢。     

Modes of Response to Marketing Communications Failures in the Computer Services Industry

Chief executives of 186 computer services companies participated in a survey designed to establish (i) how firms in this sector were likely to respond to serious failures in their marketing communications programmes, and (ii) the factors affecting the mode of response. Businesses can react to a failure radically or conservatively. Radical responses might involve the dismissal of marketing managers, extensive reorganization of the marketing department and the implementation of radical changes in current programmes. Alternatively, a company could intensify the continuation of existing programmes; support, develop and mentor employees; and slightly modify rather than fundamentally alter its current marketing‐communications activities. A number of variables identified from academic literature concerning general organization decline and innovation were applied to the examination of corporate responses to marketing communications failures. In particular, hypotheses were developed and tested regarding the possible influences of managerial rigidity, internal power diffusion, organizational complexity and degree of formality, resource slack and decision‐making style.     

Formal strategy in public hospitals

This paper suggests that the difficulties associated with the application of formal strategic planning in public professional service organizations may have been underestimated in much of the literature. A survey of written strategic plans produced by Canadian hospitals showed that these plans were often heavily oriented towards expansion, ambiguous and rather loosely integrated, leading to questions concerning their realism and utility as a basis for strategic decisions. This phenomenon seems symptomatic of the complex (and often highly political) decision making environment faced by hospital administrators (and by managers of other professional service organizations such as universities and social service agencies). It is concluded that the benefits of formal planning may be different and less tangible for these organizations than for private business.     

The role of strategic planning in small business

One of the important reasons for the tremendous interest in corporate strategy and strategic planning is that managers realize that a good strategy greatly increases the likelihood of a firm's success. Strategic planning is not the only reason for success, but there have been several studies which show that firms that plan their strategies are more effective. Taking the relationship of strategy and success as given, this paper considers the need to develop strategic planning for small businesses, and summarizes the findings of a recent survey on strategy of small businesses.Sixty-two minority and 58 non-minority small businesses were studied in this survey. A Likert-type questionnaire was used for the study. The survey indicates that the small businessmen fail, cope, and learn in the struggle for survival. Judgment, experience and intuition seem to play a more important role than any well structured technique of strategic planning. The businessmen were found to be ‘growth maniacs’, since growth may be the most tangible manifestation of achievement. The study leads to the conclusion that efforts should be made to improve the planning knowledge of this vital sector of economy.     

Removing the obstacles to effective strategic planning

The purpose of this article is to explore the reasons for the decline in the importance and practice of strategic planning across American industry. The article identifies numerous bureaucratic obstacles to effective planning, and suggests how these obstacles can most effectively be eliminated by attacking their root causes. The article points out the risks to the planning process that are created by attempts to eliminate these obstacles. But, it concludes that unless these obstacles are removed and the promised financial returns from strategic business planning realized, the decline of long-term strategic business planning will continue.     

Strategic planning for multinationals—The views of governments and scientists

The purpose of the project described in this paper was to study the environmental changes that influence the strategic planning of multinational firms. The environment of any business or government consists of all things external to an organization which influence it, such as political climate, social situation, international economics, etc. The changes in the strategic planning procedures of firms have been reported elsewhere. This article concentrates on the role that three governments in north-western Europe play in multinational business planning and the views of a number of scientists concerning the interaction of environmental conditions and the strategic planning of multinational firms.     

Marketing: The prospects for the 1980s

The article describes a research project whose purpose was to investigate the operating environment of the 1980s for the marketing executive and the strategic responses appropriate to that environment. The survey found that marketing executives were optimistic in their view of the future decade but felt the need for greater precision in marketing strategies to deal with the attendant high risks.     

Long range planning in large United States Corporations—A survey

This paper presents the results of a survey of the application of strategic and corporate planning in 500 large U.S. Corporations. The authors sought to update and provide new understanding on a number of important issues including; the extent of long range planning in these firms, the organizational structure of their planning function, the prevailing attitude towards long range planning in the firm, the planning process in terms of content and revision frequency, and the perceived benefits and problems associated with long range planning. In concentrating upon these issues the authors provide an interesting and important insight into the current application of strategic and corporate planning processes as well as giving a number of indications as to where the theory lags behind the practice.     

A learning perspective on the offshoring of advanced services

Based on longitudinal case studies of offshoring of advanced IT and engineering services from Danish firms to Indian firms, this paper explores organizational learning that occurs over time in both home and host firms and uses learning as a measure of the firm impact of advanced services offshoring. The findings are consistent with the theoretical view that advanced services offshoring must be understood as an antecedent for strategic business development and organizational change in both home and host firms. The study shows that when offshoring partnerships mature and firms gain experience, learning in both home and host firms evolves over time and differs in many cases from their initial objectives and expectations. In some of the Danish firms engaging in offshoring even ignites a process of strategic transformation. Both Danish and Indian firms use the input from their offshoring partnership to upgrade their organizations and business processes.     

Marketing planning for colleges and universities

History proves that institutions of higher education have been notoriously slow in adapting to changes in their environments, especially in their student-markets' needs. It is time for them to employ the techniques of strategic marketing planning used by the business sector. With adjustments made for their nonprofit nature and without comprising their cultural responsibilities, institutions of higher education could clearly better serve their students, benefactors, and communities by developing an ongoing system of environmental analysis and by acting on the insight they gain. This article demonstrates how institutions of higher education can implement strategic marketing planning. Frequent references are made to actual situations.     

An empirical analysis of innovation strategies of biotechnology firms in the U.S.

The paper explores the strategies of biotechnology firms in the U.S. through a mail questionnaire study. Based on the responses of 89 companies we have developed strategy archetypes of these firms in R&D, marketing, and technology acquisition. In R&D, we found the firms to follow either incremental or radical strategy. In marketing, the firms use either a defender or an innovator strategy. In technology acquisition, firms differ in terms of their emphasis on licensing or developing new technology. The interrelationship among the strategy groups is weak. The R&D and technology acquisition strategies are related in the sense that aggressive technology strategy dictates radical R&D behavior with emphasis on development of new technology. We have found that firms following aggressive technology strategy tend to follow conservative marketing strategy. This is consistent with an earlier study by of German firms where it was found that firms tend to balance their technical and marketing risks. The paper also provides additional information about the factors considered to be important in product decisions for various strategies.     

The components of strategic planning

What is the current level of strategic planning in the United States? What objectives are quantified in the strategic plans? What kinds of environmental factors are identified in the planning process? What areas are planned for? How often are the strategic plans reviewed? These are among the questions which were raised in a recent survey of 323 companies whose results are summarized in this paper. It is hoped that this study will permit practitioners to compare their planning with planning being performed in their industry.Suggested improvements in the stategic planning process include more frequent monitoring of performance against the plans, more comprehensive environmental surveillance, and greater emphasis on organizational structure plans. The strategic planning process was found to be constantly evolving and cyclical. The strategic planning activity expanded during adversity and contracted when business prospects were good.     

How corporate planning responds to uncertainty

This article is based upon an SSRC research project into the influence of computer methods on decision making. During this research, information on the planning systems of a cross-section of British industry was obtained.The paper illustrates how managers in these firms were coping with planning in the present conditions of extreme uncertainty about the future, combined with adverse economic and business conditions. Conventional planning theory, together with some modern observations on it, are briefly described and then the paper shows how, in the firms visited, the structure of planning was more complex than this theory.It goes on to show that today's critical conditions were not leading to management putting aside their plans and computer models and “muddling through’. They were actually leading to an acceleration in the adoption of formal planning and decision making methods but in a somewhat different manner to conventional planning theory.Seven different modes of planning were identified with integrated operational planning being the most common, possibly the most essential to survival and sometimes the only planning possible into today's conditions. A trend to extend the operational plan to 2 to 3 years and to reduce the firm's long range plan from 5 to 3 years was also observed.Long range plans were being considered as planning and decision making tools and not as blue-prints of the firm's future, as accurate long range forecasting was impossible. Three types of strategic planning were identified with that carried out at intervals probably being the most appropriate for medium sized firms in today's conditions.     

Designing a long range marketing strategy for services

The purpose of the article is to develop a frame of reference for long range marketing strategy, labelled the Three Stage Model which could benefiti the attempts of service firms and institutions to successfully introduce marketing and eventually achieve marketing-orientated operations. The author stresses some organizational aspects especially concerning the use of traditional marketing departments for handling an organization's marketing function. The views on service marketing are supported by a substantial amount of empirical evidence from the industrial and the consumer service sector. The frame of reference and the organizational views of the marketing of services will be equally valid for industrial marketing of services and for marketing consumer services.     

The new marketing—Developing long-term interactive relationships

This article places emphasis on relationships and interaction in marketing, an emphasis which has developed out of new theories of services marketing and industrial marketing and also out of practical experience. Building and maintaining relationships have significant long-term implications and therefore affect the strategic and long-range planning of the firm's marketing. In the author's view, the present Marketing Concept, as it appears in research, textbooks and seminars, is unrealistic and needs to be replaced. One reason is its inability to absorb new developments in marketing and its rigid attachment to traditional consumer goods marketing. The conclusions can be seen as part of a progress report from an ongoing research project which aims at developing a New Marketing Concept, that draws both on theory and on the views of practitioners.     

Strategic planning in large firms—some guidelines

Some argue that a foundation for planning has been achieved when a firm can state its strategic plan in terms of products and markets. (This is referred to as the ‘business form’ in this article). If this statement is true, what factors will aid a firm in achieving the business form in its strategic plans? In this article, details of strategic planning in over 50 large firms taken from an empirical research sample are examined to illustrate which factors seem to lead to the business form of strategic plan in these firms.     

HRD as design science

The aim of this study was to explore the evaluation practices of a sample of organizations in England and Wales who had signalled some commitment to training and evaluation by embarking on the UK's Investors in People (IiP) standard. A questionnaire survey was sent to 1,000 firms and usable responses were received from 394 organizations. It was found that formative and delayed evaluations were used less frequently than immediate and context (needs analysis) evaluations. In the majority of cases the responsibility for evaluation was that of managers and the most frequently used methods were informal feedback and questionnaires. Operational reasons for evaluating training were cited more frequently than strategic ones. Information derived from evaluations was used mostly for feedback to individuals and to inform the training process and less for return on investment decisions. There were some statistically significant effects of organizational size on evaluation practice. The results are discussed in terms of their implications for evaluation theory and research and HRD practice and policy.     

International market selection strategies selected by ‘micro’ and ‘small’ firms

Policy-makers and practitioners are seeking to promote the development of established firms. This paper suggests they may need to target customized export programmes to the specific situational demands of established ‘micro’ and ‘small’ firms. The following broad research question is explored: are there differences between ‘micro’ and ‘small’ firms with regard to the decision to sell goods or services abroad? In 1990/91, survey responses were gathered from 621 independent businesses located in Great Britain. In 1997, a follow-on telephone survey was conducted with 150 surviving firms. This survey gathered information on the propensity to export goods or services abroad and the mode of export behaviour reported by established ‘micro’ as well as ‘small’ firms. The performance of exporting and non-exporting firms was also compared. Implications for policy-makers, practitioners and researchers are highlighted.