Application of Balance Scorecard to address the marketing problem in Telecommunication sector

Amir Aghelie, Suleiman Sajilan, Shahriar Soorooshian, Noor Azlina Azizan


This paper aimed to identify the problems that are associated with starting and running small business especially in telecom companies and giving solution by applying balance scorecard model.
In caring out the study, a qualitative research method was used. The most important method data was sourced by primary data by conducting and using interviews with people that working in the selected company and by secondary data using literatures collected from books, journals and past research work and electronic web.

On the basis of the analysis of data collected during the interview, the study revealed that Telecom Company faces many problems when compared with other businesses or companies. The problem facing in telecom companies faced are ranked as follows: Lack of Finance, lack of managerial skills, problems in human resources, inappropriate marketing, outdated facilities and providing adequate goods and services to customers.


Small Business; Telecom sector; Business Management; Performance

Full Text:



Humbert, K.Rampersad 2008, the strategy-Focused

Organization: How Balance Scorecard Companies Thrive, vol. 15, no. 4, pp. 63-75

Robert, S. and David, P.2010, The Balance Scorecard: Translating Strategy into Action, vol.

, no. 8, pp. 468-493.

Davis, D. and Peter, T., 2009, Financial Perspective of Telecom company, Balance Scorecard MRPA,

vol. 28, no. 2, pp.17-18

John P. Reilly, Mike Kelly, 2009, The ETOM: A Business Process Framework Implementer's Guide,

vol. 16, no. 2, pp.99-120

Paul R. Niven 2010, Balance Scorecard Step by Step: Maximizing the performance and maintaining

the result, vol.1, no.2, pp.55-76

Optical Communication Engineering (2013). Company Profile. Available from: eternet/(20, March,


  • There are currently no refbacks.

Copyright (c) 2015 Amir Aghelie

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.


EduPedia Publications Pvt Ltd, D-351, Prem Nagar-2, Suleman Nagar, Kirari, Nagloi, New Delhi PIN-Code 110086, India Through Phone Call us now: +919958037887 or +919557022047

All published Articles are Open Access at

Paper submission: or


Mobile:                  +919557022047 & +919958037887


Journals Maintained and Hosted by

EduPedia Publications (P) Ltd in Association with Other Institutional Partners

Pen2Print and IJR are registered trademark of the Edupedia Publications Pvt Ltd.