Corporate Strategy Formulation af a University in England an Application of the Repertory Grid Technique

Siti Maimon Kamso, Wan Rafaei, R. E. Thomas

Abstract


This article looks into a fornudation of Corporate Strategic Planning (CSP) in a public organisation, viz, a university in England. The Twiss's CSP fornulation Model (1976) was applied. It  took into account the interrelationship of the objectives, the strengths and weaknessess and opportunities and threats  (SWOT), and the alternative strategies simultaneously in a strategic choice formulation. The ethos, style and mind of top management which were embodied in the subject of the study were also impregnated in the simuhaneous consideration. A set of questionnaires were administered to the subject, i.e., one of the 3 high ranking officials of the university who formed the top management team in the Corporate Strategic Planning of the university whose office therefore enabled him to perceive clearly the future directions of the ILniversity and its objectives and policies. The elicited and supplied SWOT factors and numerous strategies were put in the Repertory Grid far scoring. The results were then analysed with the use of Grid Analysis Package (the INGRID Program). This is the first time that an applic-ation of this technique is used in the strategic: choice of a CSP formulation. The findings indicated clearly the order of the priority of the alternative strategies of the university, as represented in the corporate Strategy Mental Map (Mm). Clear representation of the conceptualised strategies and their interelationships with the SWOT factors were also shown, in the cognitive map, thus showing the Repertory Grid Technique as a potentially useful tool in CSP analysis.

ABSTRAK

Artikel ini meniliti formulasi Perancangan Strategi Korporat (PM) di dalam sebuah organisasi awam iaitu sebuah universiti di England. Model Formulasi PSK Twiss(1976) telah diterapkan. Model l ini mengarnbil kira pertalian objektif-, kekuatan dan kelemahan serta peluang dan ancaman (SWOT), dan silih ganti strategi-strategi sekaligus di dalam membuat formulasi pemilihan strategi. Etos, cara gaya dan pemikiran pengurasan tertinggi yang tersema di pada responden kajian ini, juga dimasukkan dalam pertimbangan sekaligus  itu. Satu set soalseliadik telah dlisi oleh seorang responden iaitu salah seorang daripada tiga orang pegawai tertinggi di universiti itu yang meerupakan seorang daripada pasukan Pengurusan peringkai iertinggi di dalam PSK. Kedudukan beliau membolekkan pengamatan dengan ielas arah masa depan universiti seria objektif dan dasar-dasarnya. Faktor-faktor SWOT dan beberapa strategi telah dimuatkan di dalam Grid Repertory untuk pemarkahan. Keputusannya telah dianalisis menggunakan Pakej - Analiszs. Grid (Program lNGRW). Ini  ialah kali pertama satu penerapan ke atas teknik ini digunakan pada peringkat pemilihan strategi di dalam satu formulasi PSK. Penemuan kajian menunjukkan dengan jelas susunan keutamaan silih ganti strategi  universiti itu, seperti yang dipaparkan dalam Peta Mental Strategi Korporat. Penggambaran yang jelas mengenai strategi-strategi dan pertalian mereka dengan faktor-faktor SWOT juga dapat ditunjukkan dalam satu peta kognitif itu. Hasil kajian membuktikan teknik Repertory Grid adalah merupakan satu alat yang mempunyai potensi kegunaan yang baik bagi analisis PSK.


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