Collaborative development of enterprise policy: A process model for developing evidence- based policy recommendations using community focused strategic conversations and SERVQUAL
Woods, M and Miles, M, Collaborative development of enterprise policy: A process model for developing evidence- based policy recommendations using community focused strategic conversations and SERVQUAL, International Journal of Public Sector Management, 27, (3) pp. 174-189. ISSN 0951-3558 (2014) [Refereed Article]
Purpose – The aim of this paper is to integrate an augmented version of the Thompson et al.
model of enterprise policy, delivery, practice and research with services marketing models
including SERVQUAL and strategic conversations; and demonstrate a practical application of the
analysed through the application of N-Vivo qualitative data classification software to create more
satisfying enterprise policy recommendations that better reflect the voices of SMEs and other
Design/methodology/approach – A five-stage iterative process model to integrate stakeholder
input into enterprise policy recommendations is developed through integrating services marketing
theory and the Thompson et al. model into a field study of community conversations hosted by the
Tasmanian Department of Economic Development, Tourism and the Arts, Regional Development
Australia’s Tasmanian committee, and local governments.
Findings – The five-stage iterative model leverages strategic conversations, analysis (through
N-Vivo), comments and revisions, recommendation co-creation, and policy assessment using
SERQUAL to craft more satisfying policy recommendations.
Research limitations/implications – The first limitation was the time and costs associated with
conducting the community consultation workshops and analysing the data. The second limitation was
the inability to craft policy quickly in response to a changing environment due to the time taken to
collect and transcribe the data, undertake the analysis, and develop and report policy
recommendations. The third limitation was the complexity of coordinating three levels of
government, which took time and effort because each level had different interests and time frames and
were at times distracted by other priorities.
Originality/value – This paper contributes to better enterprise policy by providing a process model
developed using both theory and a field study to illustrate how policy makers can co-develop policy
that is more satisfying to policy stakeholders.
Entrepreneurs, Small firms, Service quality, Government, Stakeholder analysis