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How does strategic and tactical alignment, effort coordination, internal communication and process standardization affect PT’s efficiency and effectiveness on e-mail and SMS marketing strategies?
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Resumo(s)
The following project at Portugal Telecom (PT) is motivated by the needs employees stated, namely strategic alignment, coordination, communication and process standardization. After analyzing the data collected, the results stated this unit is aligned with the overall strategy, but lacks tactical unity. There is lack of coordination damaged by the poor communication, and 25% of the e-mails and SMSs collected have content going against the standardization rules. It is suggested the development of inter-department shared goals, monitoring of every e-mail and SMS through a unit-wide software, joint planning in activity scheduling and enforcing standardized guidelines through courses and regular monitoring.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Strategy alignment Tactic alignment Vision Coordination Planning Task interdependence Interaction Internal communication Information transparency Individual objectives Group objectives Process standardization Organizational structure