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?

• Autor(a) principal: Couto, João Ferreira
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/18242
• topic: Strategy alignment; Tactic alignment; Vision; Coordination; Planning; Task interdependence; Interaction; Internal communication; Information transparency; Individual objectives; Group objectives; Process standardization; Organizational structure; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

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.