IBIMA Business Review | 2026
Authors: Gabelaia I.
DOI: 10.5171/2026.467451
Journal: IBIMA Business Review
Year: 2026
Publisher: IBIMA Publishing
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
There is limited research on RASCI matrix and its theoretical and practical value in the today’s business marketing environment. This research explored the role and tasks of the RASCI matrix in improving team efficiency, accountability, business marketing, and communication within SMEs. It is essential to have the robust and structured communication as well as clearly defined roles in SMEs. The author conducted qualitative research with semi-structured interviews with three high profile representatives from two SMEs. This allowed extracting insights and demonstrating a practical application and effectiveness of the RASCI matrix in real-world business environments. The results revealed trends and challenges in SME management, especially around transparent communication and streamlined decision-making processes. Likewise, semi-structured interviews showed the impact of RASCI on business marketing, communication and team dynamics. Interviewees showed levels of improvement in team efficiency and accountability. Besides, they reported signs of resistance while implementing RASCI. The results offer SME management actionable insights for improving team efficiency and accountability through structured role allocation and communication. The author presents a framework for implementing a RASCI Matrix. © 2026. Ioseb Gabelaia.
Communication; Management; Marketing; Marketing Intelligence; RASCI Matrix