An Integrated action research on implementing daily sales text & daily sales report on consigned accounts

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Business Administration


Ramon V. Del Rosario College of Business


Decision Sciences and Innovation Dept

Thesis Adviser

Maria Victoria P. Tibon

Defense Panel Chair

Pia Manalastas

Defense Panel Member

Ana Liza Asis-Castro
Reynaldo Bautista


This action research aimed to address the on-going problem of Flip-Flops Inc., the number one flip-flops company in the Philippines, regarding their process in acquiring sales data from their consigned stores. The issue was identified when the insider action researcher and Operations Manager of the Havaianas group had a simple conversation with his assistant, Tina, and found out that the then current process needed to be changed. Collaboration and integration within the Operations Department through observation, one-on-one interviews, focus group discussion, surveys and more were done to identify what caused the problem. The principles behind the Data Governance Framework was utilized in coming up with an intervention that aimed to address the problem. The planned action was then implemented through the four steps of action research by David Coghlan and Teresa Brannick.

Through this action research, it was identified that the current process of the company on the acquisition of sales data from their business partners was wrong and needed to be corrected. With the collaborative efforts of the whole Operations Department, two new operational processes were introduced which were called Daily Sales Text or DST and Daily Sales Report or DSR in order to have an on-time and accurate data collection from the consigned stores.

The results gained through this action research did not only address the data gathering process problem of the company but also improved the sales productivity of their consigned stores. It gave the stakeholders of the company assurance in the reports they were getting and the people who produced the DST and DSR confidence in reporting their sales.

Abstract Format






Accession Number


Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

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