Factors Leading to Dialog Axiata Underperformance in Sri Lanka

Running head: RESEARCH PROPOSAL
A study of factors leading to Dialog Axiata Underperformance in Sri Lanka
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Assignment 2
Research proposal

1RESEARCH PROPOSAL
Table of Contents
Chapter 1: Introduction........................................................................................................3
1. Introduction..................................................................................................................3
1.1 Background of the company......................................................................................3
1.3 Significance and rationale of the research.................................................................3
1.4 Research questions.....................................................................................................4
1.4.1 Main research question...........................................................................................4
1.4.2 Specific research question......................................................................................4
1.5 Research objectives...................................................................................................4
1.6 Problem statement.....................................................................................................5
1.7 Main Sources.............................................................................................................5
Chapter 2: Literature review................................................................................................6
2.1 Introduction................................................................................................................6
2.2 The business success factors......................................................................................6
2.3 Models and theories related to business success factors...........................................8
2.4 Impact of strategic management on business productivity........................................9
2.5 Factors responsible for underperformance of telecom industry..............................11
2.6 Conceptual framework.............................................................................................12
2.7 Summary..................................................................................................................12
Chapter 3: Research methodology.....................................................................................13

2RESEARCH PROPOSAL
3.1 Introduction..............................................................................................................13
3.2 Research philosophy................................................................................................13
3.3 Research approach...................................................................................................13
3.4 Research design.......................................................................................................14
3.4 Data collection process............................................................................................14
3.5 Data analysis process...............................................................................................15
3. 6 Timeline..................................................................................................................16
3.7 Summary..................................................................................................................16
References......................................................................................................................17

3RESEARCH PROPOSAL
Chapter 1: Introduction
1. Introduction
1.1 Background of the company
Dialog Axiata is the largest as well as fastest growing telecommunication company in Sri
Lanka. It is one of the major subsidiaries of Axiata Group Berhad. The mobile industry of Sri
Lanka has achieved several new heights as well as come with developed world. The telecom
organization operates 3G and 4G services that supports. The present trends in multimedia as well
as internet services and international roaming are important to be considered in this aspect. In
addition, the company accounts more than 50% mobile network subscribers in Sri Lanka. The
company is the largest Foreign Director Investors with the investment more than USD 1.7 billion
(Thilakarathne and Abeysekera 2016). The organization is also an owned subsidiary and a
significant player in the infrastructure of Sri Lanka.
1.3 Significance and rationale of the research
The telecommunication industry of Sri Lanka has been in its maturity stage. Dialog
Axiata had 50% of market share in the market position, whereas other competitors are Mobitel,
Etisalat as well as Hutch shared the rest of the market in 2008. It results privatizations of all
market shares of the competitors and started increasing gradually. On the other hand, after
introduction of GSM to the market, Dialog Axiata had been able to gain profit than previous
years. However, the competitors were not competitor at that time as Dialog Axiata was
unbeatable in the market position. In this perspective, the organization has started competing
with each other while developing a considerable profit (Elshaikh et al. 2018). On the other hand,