The ever-changing business environment characterized by globalization, geopolitical tensions, and pandemics is causing organizations to adopt strategies to overcome, sustain, and improve productivity. Equally, the turbulent trading landscape makes it vital for businesses to embrace strategic management to accomplish superior performance. For instance, the “competitive business environment has led to complexity in decision making which then compels strategic management”.
Other studies investigated strategic practices that successful companies adopt that enable differentiation from non-successful firms. Equally, the fluid economy, as well as the agile environment, are forcing organizations to adopt effective strategies. For example, McAdam & Bailie’s (2002) study on Business performance measures and alignment impact on strategy confirmed that performance measures aligned to strategy are more effective.
However, none of these studies were conducted in the mining industry, particularly in the diamond industry thus the reason for embarking on this research study in the context of Debswana Diamond Company (Debswana). Specifically, this research study will evaluate the effectiveness of the strategic management tools in particular the company’s long-term strategy dubbed the One Team, One Dream (ODOT 2024) in managing the Covid-19 crisis. By embarking on this study, the researcher will be contributing to the body of knowledge on strategic management and organizational productivity.
To put things into perspective, it is critical to understand the importance of the company’s diamonds to the country’s economy prior to COVID-19 and the pandemic. Debswana’s total diamond revenue of 50% comprises public revenue, 33% GDP, and more than 70% foreign exchange earnings which were accomplished by partnering with De Beers Group. These data show the company’s crucial role in generating foreign exchange and government income that supports the vital social programs run by the government. The devastating economic disruption caused by COVID-19 contracted Botswana’s economy by 8.7% as there was a reduction in diamond mining.
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