Browsing by Author "Yesiltas, M."

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    How do hotels test their strategies? An approach from the strategic planning process
    (2024.01.01) Köseoglu, M.A.; Arici, H.E.; Yesiltas, M.; Altinay, L.
    This study examines how managers test strategies, focusing on their understanding of the strategic planning process, and aims to develop a framework for integrating cutting-edge technologies in strategy testing. We used elite interviews with top hotel managers in Turkey and a hermeneutic approach to establish this framework. Results indicate that managers have limited knowledge of strategy testing, which is not yet recognized as a distinct phase in strategy development. Scenario planning and AI-driven methods are only minimally adopted in the industry. We introduced a "techno-human" model that integrates AI and human-oriented decision-making for strategy testing. Our paper contributes significantly by analysing top managers' use of testing methods in strategic management and highlighting an overlooked area in the literature.