Application of Balance Scorecard to address the marketing problem in Telecommunication sector

Amir Aghelie, Suleiman Sajilan, Shahriar Soorooshian, Noor Azlina Azizan

Abstract


This paper aimed to identify the problems that are associated with starting and running small business especially in telecom companies and giving solution by applying balance scorecard model.
In caring out the study, a qualitative research method was used. The most important method data was sourced by primary data by conducting and using interviews with people that working in the selected company and by secondary data using literatures collected from books, journals and past research work and electronic web.

On the basis of the analysis of data collected during the interview, the study revealed that Telecom Company faces many problems when compared with other businesses or companies. The problem facing in telecom companies faced are ranked as follows: Lack of Finance, lack of managerial skills, problems in human resources, inappropriate marketing, outdated facilities and providing adequate goods and services to customers.

Keywords


Small Business; Telecom sector; Business Management; Performance

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References


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