The Creation of a Language Teaching Organisation (LTO): The Case of NSPLlab Under the Spectrum of Strategic Marketing

The topic of this paper is the establishment and growth of a small Language Teaching Organisation (LTO) in Greece. In the present case study, we will explore the creation of a small personal LTO, named NSPLlab, and the prospects of its development through the lenses of Strategic Marketing (SM) after having reviewed the existing literature. In the modern world, the creation of a business entails a thorough consideration of several factors for the venture at hand to be seen as successful. At the same time, the educational aspect of the business can possibly cause a series of strategic alterations to the various existing managerial models and theories along with any practices used in a business framework. The integration of SM in the organisational effectiveness of an LTO could provide valuable insight for any LTO stakeholder, as well as contribute to the already established knowledge by the research conducted in the fields of SM strategies focusing on the development and operation of an LTO. The study aims mainly to constitute a comprehensive analysis of the operational parameters of such a business, while creating a healthily run educational entity and developing a lifelong educational culture to the customers-students. Having under scrupulous investigation the challenges faced by the managerial authority and the values at stake, in order to provide a model designed based on the idea of ethical leadership, we will try to give a possible plan or, in other words, a list of tips for any stakeholder to utilize while aiming to successful development not only of the LTO as a business venture itself, but also of a supportive and engaging environment in which the manager and any staff employed in the future in the LTO could thrive.