Access the full text.
Sign up today, get DeepDyve free for 14 days.
The purpose of this paper is to introduce a new strategic management tool – the reverse persona. In doing so, the methods, use and benefits documented from a case study with a global franchisee organization are presented.Design/methodology/approachThis tool was derived from working with a global franchisee organization sought to design and launch a new product into the market. The reverse persona was deployed through n=14 qualitative interviews with franchisee owners were conducted to understand their perceptions of customers, awareness and concern of competition and their willingness to take risks. These insights were collated to develop reverse personas for the senior leadership team within the organization.FindingsChanging the scope of personas from external customers to internal employee development, can further strengthen the method’s effectiveness in decision-making and strategic management, particularly for the implementation and roll out of new products.Practical implicationsIn the case study, the senior leadership team saw the manager persona as a strategic aid to, “Help target the implementation of new products in stores, select franchise owners for potential new roles and to deeply understand the motivations, challenges and attributes of their middle management contributing to the competitive advantage of the organisation.”Originality/valueThis article is the first to explore the use of personas for internal strategic planning use within a company.
Strategy & Leadership – Emerald Publishing
Published: Jul 23, 2019
Keywords: strategic management; persona; design innovation; management styles; reverse persona
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.