Adopting of a roadmapping process to improve strategic planning for SMEs: A case study of a small creative company in the USA.

Abstract

Roadmapping is a strategy alignment tool prevalently applied in larger organizations that still needs to be explored in the context of Small and Medium Enterprises (SMEs). The research investigates the potential benefits and challenges associated with the SMEs' adoption of the roadmapping approach to enhance their strategic planning processes. The thesis outlines the case of an owner-entrepreneur-led, creative company and aims to build an understanding of how SMEs can effectively employ roadmapping to uncover strategic issues and opportunities. With this work, the researcher seeks to identify practical insights into the adaptability and effectiveness of roadmapping tools for SMEs and the unique considerations that arise in creative industries by engaging the owner-entrepreneur and key stakeholders in the roadmapping process. The findings offer valuable insights into how roadmapping facilitates a proactive approach to identifying and exploring strategic issues and opportunities within the SME. Moreover, the results enrich the academic discourse on strategic planning in SMEs and provide actionable guidance for owner-entrepreneurs and managers seeking to leverage roadmapping for sustained growth and competitiveness in today's dynamic business landscape.