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A study of management control systems for telecom presales phase
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
2011 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

An important indicator of the efficiency of the presales process of telecommunication services can be defined as the number of proposals won out of the total number of proposals processed, or win rate, as referred to in this thesis. The win rate when considered in context of the targeted yearly revenues can point towards the resources required to achieve the revenue target. This study was aimed to analyze the presales process and how management control systems are used at presales phase of the international services business unit of SpainTel Telecommunication Services (a fictitious company name used for this thesis). The obvious way forward in this direction was to analyze the effectiveness of the management controls and how can the win rate of proposals, which was found to be low during the search, be improved using the principles of management control, which has execution focus and aims at impacting employee behavior in order to achieve organizational objectives.The author investigated on the control problems and the key performance indicators of the unit in order to find any inconsistencies. The interviews and current literature on sales seemed to indicate a pattern of critical success factors that impact the win rate of proposals during presales phase. Additionally, there seemed some links between these success factors and problems that were observed at the unit. This led the author to suggest some improvements to solve some of the observed problems and improve the win rate. The author has also proposed a framework of critical success factors for presales win rate. It is important to note that win rate, when put in the context of the financial-results controls mechanisms currently implemented at the unit, assumes far greater importance and can help plan resources needed for presales, besides helping to define reasonable and achievable revenue budget targets. After all, win rate depends on how well the presales process is executed.This research work was conducted as a single case study based on the philosophy of interpretivism by collecting and analyzing qualitative data using various semi-structured interviews and theme-based discussions with key informants at the business unit. A survey was conducted in order to achieve basic data triangulation while judging the robustness of the framework of critical success factors of presales win rate, which the author is proposing as part of the findings of this work. Other key findings of the work include a proposed extension of the Malmi (2008) model applicable for telecommunication presales, two new key performance indicators which if monitored and used as suggested can help the business unit in improving the win rate, and a list of suggestions for the business unit in order to address current control problems.

Place, publisher, year, edition, pages
2011. , 109 p.
Examensarbete INDEK, 2011:79
Keyword [en]
presales, management control systems, critical success factors
National Category
Other Engineering and Technologies not elsewhere specified
URN: urn:nbn:se:kth:diva-38611OAI: diva2:437867
Subject / course
Industrial Economics and Management
Educational program
Master of Science - Industrial Engineering and Management
Social and Behavioural Science, Law
Available from: 2011-09-27 Created: 2011-08-30 Last updated: 2011-09-27Bibliographically approved

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