UCAM/CIQ/204 Strategic Management & Leadership: TripAdvisor Report

This report provides a comprehensive strategic management analysis of TripAdvisor, focusing on its current challenges and proposing solutions for improved performance. The report begins with an executive summary and introduction, outlining the context and objectives of the study. It then delves into strategic formulation, including a PESTLE analysis and the identification of key competitive pressures. The core of the report centers on a three-fold strategy, comprising customer relationship management, social media strategy, and product development. Each strategy is examined in detail, with supporting figures and explanations. The report also explores how these strategies support innovation and change within the organization. An implementation plan is presented, outlining the steps required to put the strategies into action, including employee briefings and software installation. The report concludes with recommendations and a summary of the key findings, offering insights into how TripAdvisor can enhance its market position and achieve its strategic goals. The report also includes assignments, executive summaries, and an introduction.

Running head: STRATEGIC MANAGEMENT
STRATEGIC MANAGEMENT
Name of the Student
Name of the University
Author Note

1STRATEGIC MANAGEMENT
Table of Contents
Assignment 1..............................................................................................................................2
Executive summary....................................................................................................................2
Introduction................................................................................................................................3
Strategic formulation..................................................................................................................5
Customer relationship management strategy.........................................................................6
Social media strategy.............................................................................................................7
Product development strategy................................................................................................8
Manner in which Business strategy supports innovation and change......................................10
Implementation of the strategy.................................................................................................11
Stakeholder expectation fulfillment.....................................................................................15
Recommendations....................................................................................................................16
Conclusion................................................................................................................................16
References................................................................................................................................18
Assignment 2............................................................................................................................21
Part 1....................................................................................................................................21
Part 2....................................................................................................................................28

2STRATEGIC MANAGEMENT
Assignment 1
Executive summary
The strategic management can be understood to be an essential strategy which can be
generally adopted by the enterprise before proceeding with new offerings or before entering
new markets. In relation to this, it can be rightfully mentioned that, the given study is based
on the performance of Trip Advisor. The Trip advisor is an international travelling website
which offers great deals to the different customers as present. The main aim of the study is to
outline the current issues being faced by the firm and to recommend a plausible set of
strategies. The report has followed a comprehensive layout whereby a brief background about
the firm is followed by the analysis of the external factors and the examination of the
influence on the company. A strategy has been formulated and its linkage to innovation and
stakeholder management has been done. The implementation plan for the firm along with
product development recommendations has been advised.

3STRATEGIC MANAGEMENT
Introduction
The strategic management can be rightfully defined as a branch of management which
is essentially involved with ensuring that a company is being able to manage its overall
strategies in a successful manner. In relation to this, it becomes important to consider that all
firms who are involved in the business operations to formulate suitable strategies for the
purpose of the firm (Ambrosini, Jenkins and Mowbray 2015). In association with this, the
main aim of the report is to highlight the current condition of the chosen organization named
the Trip advisor so as to understand that its operational conditions can be improved
adequately. Relating to this, the main reason why the firm has been chosen for the purpose of
the analysis is the Trip Advisor has been suffering considerate losses from the past few years.
The reason for these losses can be understood to be the low booking rates which have been
greatly affected (Andersen and Sax 2019). In association with this, it is critical to mention
that the study will be following a systematic format whereby the beginning of the study will
be highlighting the relationships which generally tend to exist between the between the
different stakeholder groups and how the stakeholder relationships have to be met with
accordingly. In association with this, it becomes critical to mention that, other aspects which
will be considerably discussed can be understood to be the influence of the external factors
on the enterprise, internal factors and how a strategy can be formed in a sound manner
(Ansoff et al. 2018). Based on this, a particular strategy will be selected and in relation to
this, an implementation strategy for the firm shall also be determined which shall assist in
understanding how the strategy can be formulated for the purpose of the firm and how it will
be carried out. Certain recommendations to improve the scenario will also be provided.

4STRATEGIC MANAGEMENT

5STRATEGIC MANAGEMENT
Figures 1, 2 and 3: The current stock market positioning of Trip Advisor
(Source: Cnbc.com 2020).
Strategic formulation
The strategic formulation can be described as the act of formulating strategies for the
enterprise in order to bring about a change management program (Baumgartner and Rauter
2017). As the firm aims to engage in successful operations, the firm would be required to
revive its existing strategies. From the strategic formulation tools, it could be rightfully
mentioned that the Pestle analysis of the firm indicated that the competition for the enterprise
had become very fierce and hence, certain steps to improve the scenario had to be undertaken
so as to ensure that the overall performance of the enterprise could be improved. In
connection to this, it is important to mention that price competitions are not the solution to
reviving the firm and competing with the different competitors in the market. In place of this,
the firm would be required to see to it that it is being able to adopt the strategies which
compete in terms of service (Bonnafous-Boucher and Rendtorff 2016). If the service of the
firm is improved, the enterprise will be able to compete with the different companies who are
providing stiff competition. In addition to this, the Trip advisor would also be required to see
to it that, it is being able to formulate a sound marketing strategy whereby it needs to improve
its target market selection and segmentation along with the mediums with the help of which
the firm reaches out to the different customers. Once the firm will be successful in doing that,
it will be able to see an increase in its regular revenue and an improvement in the current
market share as well.
Hence, installation of the customer relationship management software will be highly
beneficial for the firm as it will help in communicating with the different customers on a
regular basis and in addition to this, it will also be able to assure the customers that they are

6STRATEGIC MANAGEMENT
being able to customize their needs and associate their travelling requirements with trip
advisor (David and David 2016). In consideration of this, applying the CRM strategy along
with the marketing strategy will help the firm in adopting the needs and requirements of the
customers. From these results, the plan will move towards adopting a Product development
strategy with the help of which the product alignment will be done with the customer needs
and the three fold procedure will help in attaining entrepreneur success. Hence, to discuss the
strategy and analyze its effectiveness, the three strategies will be examined:
Customer relationship management strategy
The customer relationship management can be described as an initiative which is
undertaken by the enterprise in order to strengthen their overall relationship with the different
customers. In the customer relationship management strategy, a firm generally tends to
develop a long term association with the customer and help in fulfilling their needs. This
association with the customer begins at a very early stage and goes on till the end of the
customer journey (De Gooyert et al. 2017). Hence, Trip advisor has first planned to install
Customer relationship software whereby it tends to interact with the customer on a regular
basis and in association with this, it intends to record the customer data, analyze trends,
predict consumer needs and monitor interactions with the help of which adequate scope for
improvement can be easily examined and assessed. In association with this, it becomes
critical to mention that, through the installation of the customer relationship strategy, the firm
will be able to understand what kind of products does the customer require and what would
be the effective way to serve the different customers (Ethiraj, Gambardella and Helfat 2016).
This strategy will be useful for the enterprise as it would contribute in identifying the
appropriate strategy for the enterprise and along with this, would also ensure that the firm is

7STRATEGIC MANAGEMENT
being able to understand the manner in which the overall associations with the enterprise can
be formulated and what products do they require.
Figure 4: The customer relationship management
(Source: Ferlie and Ongaro 2015)
Social media strategy
The social media strategy can be mentioned to be the second step of the three fold
strategy which shall be applied for the firm to improve its current situation and attain the
entrepreneur objectives. In consideration of this, it is relevant to mention that this strategy of
the enterprise is aimed at ensuring that the overall aims of the organization can be attained
and that the brand name of the firm can be improved accordingly. The social media strategy

8STRATEGIC MANAGEMENT
of the firm shall target various backgrounds of customers and make use of contests, clippings,
bloggers and related tools so as to understand the best way in which the customer needs can
be met with and the manner in which the popularity of the Trip advisor can be worked upon
regularly (Fool.com 2020). In association with this, it is critical to mention that the different
social media sites such as Twitter, Instagram and Facebook shall be targeted so as to ensure
that the firm is being able to attain its goals.
Figure 5: The social media strategy
(Source: Jones, Wicks and Freeman 2017).
Product development strategy
The last strategy which shall be applied for the enterprise can be understood to be the
Product development strategy. In this kind of a strategy, the firm will be modifying the
offerings of the firm based on the knowledge which it attains through the customer

9STRATEGIC MANAGEMENT
interaction, trend analysis from the software and the different social media interactions
(Frynas and Mellahi 2015). The product development strategies is one of the Ansoff
strategies whereby the firm aims to develop a new kind of a strategy in the market by offering
new products in the existing markets (Freeman 2015). However, this is the last step of the
three fold strategy and the firm shall apply the customer relationship management strategy
along with the social media strategy so as to understand how the firm will be able to perform
well and what modifications need to be made.
Figure 6: The Ansoff Matrix
(Source: Ketokivi and Mahoney 2016)

10STRATEGIC MANAGEMENT
Manner in which Business strategy supports innovation and change
Innovation can be described as the system in which the organization opts for better
quality products and services with the help of which the enterprise will be essentially be able
to perform well. In line with this, this business strategy which is existent shall support
innovation and change with the help of the new technologies being adopted. As the strategy
has been adopting the Customer relationship management software, this can be observed as a
step of Trip advisor towards innovation. In association with this, it becomes critical to state
that, the change management has also been carried out in the enterprise whereby the firm has
adopted the digital customer management instead of the manual operations. All the
employees need to be trained accordingly and in association with this they need to be briefed
accordingly before the operations are being carried out sufficiently (Lasserre 2017). Hence, it
is critical to mention that the strategies of Customer relationship management, the Product
development and the social media strategy will support the innovation and bring about a
change in the entrepreneurial operations.
Figure 7: Innovation and change
(Source: Miles 2017)

11STRATEGIC MANAGEMENT
Other competing strategies which have been applied by Trip Advisor earlier can be
mentioned to be the Market development strategy whereby it seeked to expand its operations
to the other parts of the country. In association with this, it is effective to mention that by
implementing this strategy the firm has supported its spirit and planning of evolving and
innovating.
Implementation of the strategy
All strategies which will be applied for the overall benefit of the organization need to
be implemented in a manner such that it aligns well with the overall objectives and that the
outcomes of the new strategic formulation and implementation can be attained. Hence, given
below is a step by step implementation plan which shall be adopted by Trip advisor to bring
into action its three fold strategy (Morschett, Schramm-Klein and Zentes 2015).
Plan aspect Contents Person responsible Outcome
Briefing of the
employees
Here the different
employees will be
briefed about the
plan and they will
be given an idea
about how the
situation needs to
be changed
accordingly.
Human resource
manager
Business
development
manager
Team Leads
The employees will
be informed about the
current scenario
which will assist in
ensuring that they are
prepared to
implement the change
accordingly.
Installation of the The customer The IT team This shall assist in

12STRATEGIC MANAGEMENT
Customer
relationship Software
relationship
management
software will be
installed for the
purpose of the
enterprise.
The tech manager collecting appropriate
feedback for the
implementation of the
business strategy and
based on this, the plan
shall be implemented
accordingly.
Training of the
employees
The employees
will be trained
accordingly so as
to use the
software
(Moutinho and
Vargas-Sanchez
2018).
The employees
shall be provided
training about the
Human resource
manager.
The outcome will be
that the various
employees will be
able to learn about the
CRM software to be
applied which will
then help them to
collect appropriate
customer feedback.
Applying the
software to the
purpose of the firm
In this plan, the
software shall be
applied for
understanding
the different
changes which
are required to be
made
Business
development
manager
Marketing manager
Better understanding
of the needs of the
different customers
which shall assist in
understanding what
the customers need.

13STRATEGIC MANAGEMENT
accordingly. In
association with
this, when the
customer
information will
be attained then
the plan shall be
undertaken
accordingly.
Implementation of
Business revival
strategy and online
marketing strategy
campaign
In this case, the
Business revival
strategy and the
online marketing
campaign will be
started whereby, the
firm will aim to
revive a strategy
and in accordance
with this, they will
launch a marketing
plan with the help
of which he
company will
intend to improve
their current
The Marketing
manager
The business
development
manager
The senior
management
It will lead to a
revival of the current
positioning of the
enterprise.

14STRATEGIC MANAGEMENT
positioning in the
market.
Hence, it can be rightfully understood from the given strategy that, all the steps will
be carried out adequately to ensure that the brand positioning and the revenues of the
enterprise can be improved accordingly. In association with this, the following plan can be
applied for the benefit of the firm in the following ways:
 Better brand positioning: Trip advisor as an enterprise would be able to ensure that it
can gain access to better brand positioning. In association with this, as the social
media standing amongst the different participants will increase, the firm will be able
to ensure that it can work well (Moutinho and Vargas-Sanchez 2018).
 Better operations: Installing the customer relation management software will see to it
that the overall operations of the firm will improve to a great extent.
 Better revenues: The revenues of the enterprise will also improve to a great extent. In
association with this, it is critical to mention that the firm will be able to work on its
revenue generating capability (Peppard and Ward 2016).

15STRATEGIC MANAGEMENT
 Improved offerings: The offerings of the firm also have to improve to a great extent.
In association with this, it is integral to mention that as the customer need and
requirements will be well understood by the firm overall operations will improve.
 Higher customer satisfaction: The customer satisfaction is also bound to improve as
the firm would be performing better tasks and the needs of the customers will be met
with accordingly (Rothaermel 2016).
 Higher number of hotel bookings: The firm will also be able to engage in higher
number of hotel bookings. In consideration of this, it can be rightfully mentioned that,
if the overall performance of the firm improves, the number of hotel bookings is also
bound to improve (Shujahat et al. 2017).
Stakeholder expectation fulfillment
From the overall operations, it can be rightfully mentioned that the firm will be able to
engage in the following benefits. In association with this, the stakeholder expectations shall
be met with accordingly. As the operations of the firm will improve and the overall revenue
earning capability of the enterprise will also be improve to a great extent, the bookings of the
enterprise are bound to improve and in association with this, the overall performance of the
firm is also bound to improve (Zhao et al. 2017). In such a scenario, the stakeholder
expectations of the customers, the government, the management and the shareholders will
improve automatically as the share value of the enterprise will improve accordingly and the
shareholders can be satisfied accordingly.

16STRATEGIC MANAGEMENT
Recommendations
The recommendations for the Product development of the enterprise can be
mentioned to be as follows:
1. It can launch a mobile application. The mobile application has become considerately
popular and the use of the mobile phones has also increased amongst the different
users. In association with this, it becomes critical to mention that if the firm will be
essentially able to work on the mobile application it can ensure welfare.
2. Customized deals: The different customers have different needs and if the firm will be
able to undertake the needs of the customers and provide them with varied offerings,
then the firm will be successfully able to engage in ensuring that it can cater to the
needs of the niche customers and create a brand name for itself.
3. Offer collaborations and deals: The firm would be required to ensure that it is being
able collaborate with various large enterprises and in association with this, it being
able to engage in successful operations. When the customers will be offered these
deals and combo packs, their performance is bound to improve.
Conclusion
Therefore, the report followed a systematic format whereby the background of the
Trip advisor as an enterprise was followed by the analysis of the external and the internal
factors which generally tend to affect the operations of the firm. In addition to this, the
relationship between the various stakeholders of the enterprise was also assessed. Hence, the
study was able to identify the manner in which the company Trip advisor was being
influenced by competition and other outside factors and how its performance was deliberated
affected. This was followed by the formation of certain strategies and followed by this; the

17STRATEGIC MANAGEMENT
Implementation plan has been suggested. Certain recommendations based on the product
development options available for the company have also been given.

18STRATEGIC MANAGEMENT
Assignment 2
Part 1
The current organizational structure of the Trip advisor is hierarchical. In a
hierarchical organizational structure, there is one superior and others are subordinate. In a
hierarchical organization structure, the power is usually with a certain group of people who
are at the top. This type of organizational structure is like a pyramid. The hierarchical
structure has certain benefits; it provides certain opportunities of promotion that becomes an
intrinsic motivation for the employees (Reznikov, Shahar and Weiner 2014). The structure
develops the employees to be specialists in their field of working and creates a skilled labor
workforce in the organization. The employees are loyal to the department and work for the
department’s benefit. These advantages though are useful for an organization, in Trip
Advisor, reaching the objectives becomes difficult by following the hierarchical structure
(Wagner III and Hollenbeck 2014). There are many entities in this type of structure, thus
meeting the organizational objectives becomes a little difficult. As the power lies with only a
certain group of people, the employees have no say in the decision making process in matters
that affect them (Hoch and Kozlowski 2014). The main workforce of the company has no
power in deciding in what can be implemented that will help them in assisting and serving the
customers better. There is lack of communication between the different departments and the
lack of coordination hampers the organization in meeting with its objective. The hierarchical
structure leads to different departments competing with themselves as the decisions that they
make is for their own benefit, than thinking about the whole organization (Närman, Johnson
and Gingnell 2016). The bureaucracy often hampers the organization in changing, which
results in them taking time to respond to the clients. The hierarchical structure means that the
organization has to have salaries for different levels that increases the cost of the

19STRATEGIC MANAGEMENT
organization. The current structure of the company hinders the organization in achieving the
objectives and also in changing while implementing new strategies. Meeting with the
organizational objectives is important for the company as it is what helps the company in
gaining profit and other consumers. The main aim of any company is to earn profit and
having a hierarchical structure makes it difficult for the organization. Trip Advisor is a
company that is in the service sector. The company provides customers with services that is
related to their trips. When having a hierarchical structure it becomes difficult for the
company to be able to provide the consumers with good service, as the decision making
power does not lie in their hand (Thompson, Strickland and Gamble 2015). The
organizational structure reduces the motivation of the people in working and thus there is lack
of efficient work that is being done. The strategies that the company wants to implement, will
not reach its full potential when applied in the hierarchical structure. The different levels of
management will create a power dynamics between themselves that will hamper the
decisions. It will also increase the time that will be taken by the company in implementing
these strategies (Clauss 2017). The loyalty of the employees to different department will
create miscommunications between them that will hinder the process of the application of the
strategies. These strategies as are interlinked within the departments will require a proper
communication between them for the efficiency and adequateness of the application.
The company must change the structure through which it operates to better meet the
objectives and to implement the new strategies that they have come up with. The company
has come up with a threefold strategy that includes CRM strategy, social media marketing
and product development strategy. The change in the structure will result in the company to
make netter decisions that will boost the morale of the employees resulting in better customer
satisfaction and higher profits (Sakowski, Vadi and Meriküll 2015). The strategies that the
company is implementing will have a better result when the company changes its structure to

20STRATEGIC MANAGEMENT
a flat organizational structure. As the three strategies are going to be implemented in, three
different departments having a flat organizational structure will be better as the departments
will be able to work together and have transparent communication. A flat organizational
structure is where the company has a few or no levels of management. The flat organizational
structure makes the employees have a part in the decision making process. Having a flat
structure makes the employees more responsible and willing to take action. It removes the
different level of management that creates a friction in the working of the company. The
organization when has a flat structure eliminates many levels of management that creates a
smoother operation in the organization.
The main reason for Trip Advisor to have flat structure is that it will create a balance
between the different departments that is needed for implementing the new strategies
proposed by the company. A hierarchical structure will hinder the communication between
the departments and create a resistance in employees working with each other. A flat
organizational structure will create a working space where it is easier for the departments to
work together and think of the organization as a whole. Effective and transparent
communication will aid the organization in implementing these strategies in a better manner.
Removing the barriers to communication will only result in the company achieving the
objective in a faster way. The employees do not make decisions that benefit the department,
yet benefits the whole organization (Thompson, Strickland and Gamble 2015). The
employees will be willing to work with different departments and have a coordination
between each other. The basic coordination in the organization will increase making it easier
for the company to implement the changes and the strategies. Having a flat organizational
structure will help the basic level of management to brief the employees about the different
strategies and how it will affect the company as a whole. It will reduce the resistance to
change that the company will face when implementing new strategies, as all the departments

21STRATEGIC MANAGEMENT
will be working together. Reducing the resistance towards change will help the company in
implementing the strategies more efficiently and effectively. The company can change
according to the needs and the strategies, when the structure followed is flat. The flat
organizational structure provides the company with a scope of becoming flexible and
adjusting to the environment to gain a competitive advantage (Burnes 2015). Change in the
organizational structure of the company from a hierarchical to a flat will motivate the
employees more in working for the organization, and will have better results and higher
profits. It will benefit the organization in making decisions faster and reaching a conclusion
that will be beneficial for all and not just one department. By reaching to conclusions faster,
the company will be able to implement these strategies more effectively.
The employees will require less supervision, which will make them feel like a part of
the organization and motivate them more in working (Närman, Johnson and Gingnell 2016).
This structure also helps in the retention of the employees, retaining employees reduces the
cost that the organization has to bear when recruiting and training new employees. Retaining
the old employees also increase the efficiency of an organization, as they know the working
structure and environment of the company. Trip Advisor as of now follows a hierarchical
structure must change to a flat structure for retaining the employees that will benefit the
company to enforce the changes and the strategies that it has in mind (Mandhanya 2015).
Having a flat organizational structure will make the company reach its objectives faster and
to gain a competitive advantage over the other companies in the same sector. Restricting of
the organization will also help the company in introspecting itself and defining its culture and
mission again and aligning itself with the culture. Aligning with the company’s culture will
help the company in implementing the strategies adequately. The company will gain the most
when changing the structure, as their working environment will change. The change in the
environment will help the company in becoming more flexible and conducive to the needs of

22STRATEGIC MANAGEMENT
the employees. By having, motivated employees the organization will gain more profit and
will be able to provide better services to the consumers. The flat organizational structure will
be the most suitable type of organizational structure for the company. The company will be
able to apply more strategies that will aid them in gaining more profit and customers, as
having a flat structure will make the organization more flat and receptive to the changes that
are applied. A service sector mainly has a flat organizational structure as it removes the
barriers between the different departments that makes it easier for the employees to aid the
consumers and the companies to implement new strategies and technologies that face less
resistance towards the change. The receptive environment of the company makes it easier for
the implementation of new strategies. The change will also help the company in developing
more and growing globally. It will also aid the company in redefining the culture and aligning
itself to it.

23STRATEGIC MANAGEMENT
Figure 1: Hierarchical Structure of Trip Advisor
(Source: Mediaroom.com 2020).

24STRATEGIC MANAGEMENT
Figure 2: Flat Organization Structure
(Source: Hoch and Kozlowski 2014).

25STRATEGIC MANAGEMENT
Part 2
As observed from the previous section, the restructure plan which has been
recommended to the firm in order to enable the implementation of the three fold plan of
Customer relationship management strategy, the social media strategy and the product
development strategy. In association with this, the issues which may be faced by the
enterprise with respect to the implementation of the strategy can be understood to be as
follows:
 The employees may reflect on the fact that they are being disoriented in the enterprise
and based on this; they may not be motivated to function well. In relation to this, it is
essential to state that, when they will be working in a flat structure, they would not be
willing to work with the other departments (Roberts 2018).
 The implementation of the restructuring strategy as a whole may take up a considerate
amount of time and resources which may then act as a burden on the financial plans of
the firm.
 There may be issues in the operations. In association with this, it is essential to
mention that when the new structure will be implemented, there might take place
certain problems in the implementation of those strategies and in line with this, the
Enterprise may lack basic coordination’s accordingly (Roberts 2018).
 Lastly, another problem which will be followed by the firm and its negative
consequence may be the loss of revenue for the firm. Initially till the firm comes up
with the right kind of strategy, the firm will not be able to incur in adequate sales (Fu
et al. 2015). In association with this, greater investments at the initial stage may also
lead to problems.
Solutions:

26STRATEGIC MANAGEMENT
1. The employees need to be briefed about the overall condition of the enterprise and the
new plan along with its overall outcomes. In association with this, it is integral to
mention that, the firm will be able to perform well when the employees shall be
motivated and certain incentives will be provided.
2. The enterprise needs to come up with adequate plans so as to ensure that it is being
able to invest in these aspects. The firm needs to use its reserves so that a financial
burden is not caused (Faulconbridge and Muzio 2016).
3. A change management team shall be formulated with the help of which, the firm will
be able to perform well and the entire change procedure shall be monitored
accordingly with the help of which the enterprise will be able to engage in successful
operations.
4. Moreover, while the firm engages in change it may lead to considerate losses for the
firm on a whole but the change has to be implemented for the overall welfare of the
enterprise (Boussebaa 2015).
Hence, when the restructuring will be carried out, the firm will be able to ensure that
it can align its organizational strategies with the organizational structure with the help of
which it will be able to attain the overall plans and engage in long term success.

27STRATEGIC MANAGEMENT
References
Ambrosini, V., Jenkins, M. and Mowbray, N. eds., 2015. Advanced strategic management: A
multi-perspective approach. Macmillan International Higher Education.
Andersen, T.J. and Sax, J., 2019. Strategic Risk Management: A Research Overview.
Routledge.
Ansoff, H.I., Kipley, D., Lewis, A.O., Helm-Stevens, R. and Ansoff, R., 2018. Implanting
strategic management. Springer.
Baumgartner, R.J. and Rauter, R., 2017. Strategic perspectives of corporate sustainability
management to develop a sustainable organization. Journal of Cleaner Production, 140,
pp.81-92.
Bonnafous-Boucher, M. and Rendtorff, J.D., 2016. STAKEHOLDER THEORY. PALGRAVE
MACMILLAN.
Boussebaa, M., 2015. Professional service firms, globalisation and the new
imperialism. Accounting, Auditing and Accountability Journal, 28(8), pp.1217-1233.
Bridoux, F. and Stoelhorst, J.W., 2014. Microfoundations for stakeholder theory: Managing
stakeholders with heterogeneous motives. Strategic management journal, 35(1), pp.107-125.
Burnes, B., 2015. Understanding resistance to change–building on Coch and French. Journal
of change management, 15(2), pp.92-116.
Clauss, T., 2017. Measuring business model innovation: conceptualization, scale
development, and proof of performance. R&D Management, 47(3), pp
Cnbc.com 2020. Expedia and TripAdvisor [online]. Available at:
https://www.cnbc.com/2019/11/07/expedia-and-tripadvisor-stocks-tank-after-poor-third-
quarter-earnings.html (Retrieved on: 23 Feb. 2020).
David, F. and David, F.R., 2016. Strategic management: A competitive advantage approach,
concepts and cases. Pearson–Prentice Hall.

28STRATEGIC MANAGEMENT
De Gooyert, V., Rouwette, E., Van Kranenburg, H. and Freeman, E., 2017. Reviewing the
role of stakeholders in operational research: A stakeholder theory perspective. European
Journal of Operational Research, 262(2), pp.402-410.
De Schepper, S., Dooms, M. and Haezendonck, E., 2014. Stakeholder dynamics and
responsibilities in Public–Private Partnerships: A mixed experience. International Journal of
Project Management, 32(7), pp.1210-1222.
Ethiraj, S.K., Gambardella, A. and Helfat, C.E., 2016. Replication in strategic
management. Strategic Management Journal, 37(11), pp.2191-2192.
Faulconbridge, J. and Muzio, D., 2016. Global professional service firms and the challenge of
institutional complexity:‘Field relocation'as a response strategy. Journal of Management
Studies, 53(1), pp.89-124.
Ferlie, E. and Ongaro, E., 2015. Strategic management in public services organizations:
Concepts, schools and contemporary issues. Routledge.
Fool.com 2020. Investment [online]. Available at:
https://www.fool.com/investing/2019/12/23/10-worst-performing-stocks-of-2019.aspx
(Retrieved on: 23 Feb. 2020).
Freeman, R.E., 2015. Stakeholder theory. Wiley Encyclopedia of Management, pp.1-6.
Frynas, J.G. and Mellahi, K., 2015. Global strategic management. Oxford University Press,
USA.
Fu, N., Flood, P., Bosak, J., Morris, T. and O'Regan, P., 2015. How do high performance
work systems influence organizational innovation in professional service firms?. Employee
Relations, 37(2).
Gamble, J.E., Peteraf, M.A. and Thompson, A.A., 2014. Essentials of strategic management:
The quest for competitive advantage. McGraw-Hill Education.

29STRATEGIC MANAGEMENT
Hoch, J.E. and Kozlowski, S.W., 2014. Leading virtual teams: Hierarchical leadership,
structural supports, and shared team leadership. Journal of applied psychology, 99(3), p.390.
Johnson-Cramer, M.E., Berman, S.L. and Post, J.E., 2017. Re-examining the concept of
‘stakeholder management’. In Unfolding Stakeholder Thinking 2 (pp. 145-161). Routledge.
Jones, T.M., Wicks, A.C. and Freeman, R.E., 2017. Stakeholder theory: The state of the
art. The Blackwell guide to business ethics, pp.17-37.
Ketokivi, M. and Mahoney, J.T., 2016. Transaction cost economics as a constructive
stakeholder theory. Academy of Management Learning & Education, 15(1), pp.123-138.
Lasserre, P., 2017. Global strategic management. Macmillan International Higher Education.
Mandhanya, y., 2015. A study of impact of working environment on retention of employees
(with special reference to automobile sector). Global management review, 9(4).
Mediaroom.com 2020. Trip advisor [online]. Available at:
https://tripadvisor.mediaroom.com/US-about-us (Retrieved on: 29 Feb. 2020).
Miles, S., 2017. Stakeholder theory classification: A theoretical and empirical evaluation of
definitions. Journal of Business Ethics, 142(3), pp.437-459.
Mok, K.Y., Shen, G.Q. and Yang, J., 2015. Stakeholder management studies in mega
construction projects: A review and future directions. International Journal of Project
Management, 33(2), pp.446-457.
Morschett, D., Schramm-Klein, H. and Zentes, J., 2015. Strategic international
management (pp. 978-3658078836). Springer.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Närman, P., Johnson, P. and Gingnell, L., 2016. Using enterprise architecture to analyse how
organisational structure impact motivation and learning. Enterprise Information
Systems, 10(5), pp.523-562.

30STRATEGIC MANAGEMENT
Peppard, J. and Ward, J., 2016. The strategic management of information systems: Building a
digital strategy. John Wiley & Sons.
Reznikov, N., Shahar, R. and Weiner, S., 2014. Bone hierarchical structure in three
dimensions. Acta biomaterialia, 10(9), pp.3815-3826.
Roberts, J., 2018. Multinational business service firms: development of multinational
organization structures in the UK business service sector. Routledge.
Rothaermel, F.T., 2016. Strategic management: concepts (Vol. 2). McGraw-Hill Education.
Sakowski, K., Vadi, M. and Meriküll, J., 2015. Formalisation of organisational structure as a
subject of path dependency: an example from Central and Eastern Europe. Post-Communist
Economies, 27(1), pp.76-90.
Sarooghi, H., Libaers, D. and Burkemper, A., 2015. Examining the relationship between
creativity and innovation: A meta-analysis of organizational, cultural, and environmental
factors. Journal of business venturing, 30(5), pp.714-731.
Shujahat, M., Hussain, S., Javed, S., Malik, M.I., Thurasamy, R. and Ali, J., 2017. Strategic
management model with lens of knowledge management and competitive intelligence. VINE
Journal of Information and Knowledge Management Systems.
Stead, J.G. and Stead, W.E., 2014. Sustainable strategic management. Routledge.
Thompson, A., Strickland, A.J. and Gamble, J., 2015. Crafting and executing strategy:
Concepts and readings. McGraw-Hill Education.
Wagner III, J.A. and Hollenbeck, J.R., 2014. Organizational behavior: Securing competitive
advantage. Routledge.
Waligo, V.M., Clarke, J. and Hawkins, R., 2014. The ‘leadership–stakeholder involvement
capacity’nexus in stakeholder management. Journal of Business Research, 67(7), pp.1342-
1352.

31STRATEGIC MANAGEMENT
Weiss, J.W., 2014. Business ethics: A stakeholder and issues management approach. Berrett-
Koehler Publishers.
Zhao, E.Y., Fisher, G., Lounsbury, M. and Miller, D., 2017. Optimal distinctiveness:
Broadening the interface between institutional theory and strategic management. Strategic
Management Journal, 38(1), pp.93-113.