Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Business Administration

Subject Categories

Entrepreneurial and Small Business Operations


Ramon V. Del Rosario College of Business


Management and Organization Department

Thesis Advisor

Maria Victoria P Tibon

Defense Panel Chair

Raymund Habaradas

Defense Panel Member

Frances Jeanne Sarmiento
Janice Alfonso


Despite the adverse effects of COVID- 19 pandemic, new business ideas emerged from the growing needs of consumers that created opportunities for online business. A&L Golf started in 2021 as an online golf retailer of premium golf brands. A&L Golf differentiates itself from other golf online retailers with exclusive rights to the most premium golf brands in the Philippines. Benefiting from favorable market conditions, A&L Golf reached a cumulative sales revenue of more than 5 million pesos with more than 1,000 customers, exceeding the sales profit to up to 20% at the end of 2021. This paper aims to contribute to the knowledge base on the relevance of organizational structure in small online business and how to improve the same in the context of A&L Golf Online Shop, an online micro-business with a simple retail business model. The action research tools such as the first, second, and third practices are applied in the spirit of collaboration and co-inquiry. This method alongside force- field analysis and the concept of group dynamics is embedded in Lewin’s proposed change management strategy of unfreezing the present, moving to the next, and refreezing the new level. This paper argues that In the start-up stage, if a small business has a clear organizational structure and division of roles, it can not only improve the stability of the team, but also improve customer satisfaction. In addition, in the process of this action research, we found that the organizational structure of an enterprise constantly changes with the change of the external environment during the development of the enterprise, so we also summarize and describe the specific characteristics of different stages of enterprise development. Keywords: Action research, management, organizational structure, online business, e- commerce, organizational effectiveness, role clarity,

Abstract Format







Electronic commerce; Golf—Equipment and supplies; Small business—Management; Customer services

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