STRATEGIC
BEHAVIOUR APPLICATION IN MEDIUM-SIZE CONSTRUCTION: A CASE STUDY OF CAMBODIAN CONTRACTOR
By
Vannaro
Kao
Abstract
The research aimed to study the strategic
behavior application in medium size contractor in term of corporate strategies,
business strategies, functional strategies, project operational strategies and
strategic performance. Using an applied case study methodology, one road
infrastructure construction company interviewing the president, general
manager, each functional manager and senior project manager readjusted the
strategic behavior theory in Thai contractors applying in Cambodian contractor.
Under the case, the research findings of Hastheetham and Hadikusumo could be
validated in case of Cambodian contractor. Moreover, the case proposed that the
leadership style should be included as another component of project operational
strategy. The readjusted framework could serve as a systematical guideline to
develop integrated each level of strategic behavior and suggest the way of
choosing an appropriate strategy in a specific situation.
Key words: Strategic behavior, corporate strategies, business strategies,
functional strategies, project operational strategies, strategic result
performance, contractor.
Executive summary
Rationale of research
This research has been conducted to identify behavioural strategies of medium size contractors from Cambodia.
Objectives of study
The main objective of this
research is to analyse strategic behavior application in medium size contractor
in term of corporation strategies, business strategies, functional strategies,
project operational strategies and strategic performance.
Methodology
The methodology for qualitative study is formed by
instrument design, data collection, data analysis, and compiling the finding.
Qualitative study methodology (Case study) has its purpose to fulfill the
study’s objective which essays to study in medium size contractor of strategic
behavior.
Findings and conclusion
The
objective is to study strategic behaviour application in medium size contractor
in term of corporation strategies, business strategies, functional strategies,
project operational strategies and strategic performance. The literature review
had been completely conducted to synthesize the key terminology related to
strategic management in all level of the firm. The data analysis is purpose to
validate the case of Arthasith’s strategic behaviour framework which is applied
in Cambodia. To validate the data, the president and general manager of the
firm ‘A’ are the key respondents to choose, to recommend, to advise, to adjust
the attributes and provide more information the real firm practice.
The
research findings under the case of Cambodian contractor are significantly
valid the finding of (Hadikusumo & Hastheetham, 2011)
in the theoretical framework of strategic behavior in Thai construction.
·
Besides,
it is keen that the case in Cambodia proposed a very logical sense that company
should know itself about the internal strength and weakness. The case suggested
that expanding the horizontal growth whenever it intends to maximize the
strength while extending the vertical growth whenever it intends to overcome
its weakness.
·
Company
could not implement Knowledge management as to manager the project via
electronic media because of the limitation of communication infrastructure of
Cambodia.
·
Further
to another key finding that the case proposed is leadership style should be
integrated into the project operational strategy since it is one of the key
important success factors in the project.
Key
implication of environment while the attributes finding stated below are the
Strategic behavior applied in each level of company’s case from the top level
management to the operational level. And it ends up with strategic performance
measurement. The information of each level strategy is analyzed in detail and the
framework which is applied and already adjusted by the case of Cambodian
contractor. The main factors found are:
·
Implication
of environment emphasizing on the internal and external environment
·
Corporation
strategy attributes are horizontal and vertical integration growth
·
Business
level attributes are mode and scope competition
·
Functional
strategy attributes include functional strategy, technology strategy, IT
strategy, procurement strategy, HR strategy, and marketing strategy.
·
Interestingly,
the project operational level attributes includes the leadership style of the
project management and followed by project focus, project structure, project manager
authorization, project knowledge management, and project communication.
·
The
strategic performance is subjectively and objectively measured.