Change in Technology of Amazon: Triggers, Organisational Behaviour, Leadership, Motivation and Feasible Strategies

This assessment discusses the change in technology of Amazon, including triggers, organisational behaviour, leadership, motivation, and feasible strategies. It also provides recommendations to effectively implement the change.

GMDGBS203
ORGANISATION
BEHAVIOUR

EXECUTIVE SUMMARY
The present assessment has based on the change in technology of Amazon due to triggers
of change, organisational structure, leadership, motivation, individual and organisational
response and feasible strategies. Thus, the assessment has recommended to better deal with the
company's challenges in regard to organisational behaviour in an effective manner.

Table of Contents.
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Triggers of change.......................................................................................................................4
Organisational culture..................................................................................................................5
Leadership....................................................................................................................................7
Motivation....................................................................................................................................8
Organizational and individual responses to change in use of technology...................................9
Recommend feasible strategies to implement the change .......................................................11
CONCLUSIONS............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Organisational behaviour refers to the study of human behaviour within the
organisational settings which represent how individual's interact inside an organisation with one
another. It is mainly used to improve the productivity, streamline efficiency, enhance
performance and spark innovation which led to an edge against the competitors (Nuckcheddy,
2018). The assessment will describe the organisational change due to change in use of
technology within the organisation of Amazon Company. The quoted firm innovations across
areas like warehouse automation, faster delivery, electronic books, web server industry,
streaming video and on-demand media has aided them to be successful following the challenges.
Further, the research will discuss various changes like cause of the change, organisational
culture, leadership, motivation and resonse of individual or organisation due to the change. The
project will analyse the feasible strategies with recommendations to effectively implement the
change. Later, the assessment will be concluded by providing recommendations with the
examples of various industry practices.
MAIN BODY
Triggers of change
The footprint of Amazon could be witnessed since from 1995 by it's founder Jeff Bezos
who started the company with an online bookstore (Rodrigue, 2020). Till now, the quoted
company is world's leading corporate in many businesses like e-commerce grocery, video
streaming, gaming, e-readers and cloud computing with the help of technological development.
At time, when no other firm was investing money in R&D, the CEO of Amazon was highly
capitalising money in the research & development process and AWS. Digital transformation
pressure could be seen amongst the organisations to be in the long-run of business. The trigger of
change for the change in technology are as follows:
 Technology is the new normal: Change in the technology within the organisation is the
new normal for every businesses. The quoted company has wide variety of innovations
over the last 25 years which bring ultimate change in the management of theAmazon by
producing AWS, grocery stores chain, drone delivery, automatic warehouses, launching
video streaming apps, payment gateways, globalisation, Go stores, kindle e-book are all
could be possible due to the willingess to change (Jolly, 2020).

 Profitability: Amazon had started as an bookstore which has now become a multi-
business behemoth that gradually increased the revenue or profitability of the business.
The growth of the company is being witnessed by the two factors i.e. it's revenue and
customers attachment (Gebara, 2019). Therefore, to enhance the profit for the
organisation change in technology was must which helped them to take benefit from
advance automated accounting, invoicing software, email marketing , sales funnel
software and customer relationship management system resulting in the more efficiency
of the given company.
 Cost-effective: To be in the long-run, cost-effective techniques are important to be
adopted for the survival. Cost management strategies had trigger a change in technology
by making small and big changes in the functioning. Amazon has made frequent change
like help of robotics in managing the warehouse work or 30 minutes delivery with the
help of drone or Amazon Go stores without any staff are some of the few advancement
due to technological change which reduces the expense of the organisation.
 Better experience to customer: The business could see an immense growth if the
products and services offered by them are customer-centric and the innovation with the
help of technology should be revolved around their customers and always keeping the
customers at the heart of the entire experience (Baldwin, 2020). There are major
changes in the businesses through AI-powered chatbots, virtual reality, IoT solutions,
big data analytics and at last build brand trust with every interaction.
 Thinking outside the box: It is wisely said that if a business wants to grow they need to
imagine out of the box regarding new product or service is a must thing to do. It could
happen that it may be failed or get succeeded but it is important for the growth of the
company because failure is the sign of trying. For example, Amazon 'Block View' was
the completely failed venture and Amazon Go which is employee-less supermarket is
recent achievement by the company (Polacco and Backes, 2018).
Organisational culture
Organisational culture refers to the genuine way to behave within the organisation. It is a
collection of values, practice, expectations, experiences, philosophy which would inform the
actions of all team members (Erthal and Marques, 2018). Better organisational culture mainly

focuses on financial stability, harmonious relationships, high performance, consistent learning,
building internal community, strategic alliances and social responsibility towards humanity and
planet. The success of the company is being relied upon creating a better environment with the
help of soft skills like collaboration, innovative thrive and communication. The business model
of the organisation are more tech savvy, agile or more digital and for adapting newer
technologies there is an change in the culture shift. Tech tools for improving culture mainly
include performance management, employee recognition and acknowledging feedback's
(Dudovskiy, 2022). Due to the change in technology it has a huge impact on the company's
culture:
 Performance enablement: With the change in technology and new innovation reduce
the barriers so as to allow the employees to work in the most effective and efficient way.
The workforce in the organisation feel empowered and supported with the increase in the
collaboration and communication. Amazon's Culture Design Canvas is the core of better
organisational culture.
 Collect and share accurate data: Innovation in the technology in regard to managing
the data of the employees performance through space utilization software which reduce
the cost and time of the hiring manager to interact with each department like IT, HR or
CRE for the information. It helped in the better making of decision-making and
transparency within the Amazon company.
 Better dealing with feedback: Goal-tracking tools and survey aids managers to keep an
direct check on the people working in there more frequently rather than waiting for
performance review. The feedback and suggestion section should be handled closely by
the HR department. But considering the Amazon's case, the employees are facing number
of grievances while working which are not being addressed by the company and various
labour law battles are being fought by the quoted company.
 Increase efficiency: Change in the technology enhances the productivity of an
organisation and utilization of various softwares could monitor the test and audit of the
functions within the firm which would prevent the personnels to spend hours on
spreadsheets resulting in better decision-making. For example, Amazon has deployed
data, algorithms and surveillance so as to accelerate the warehouse workers productivity.

 More flexibility: With the use of technology it makes it easier for the employees to
work when travelling. During Covid-19 pandemic, the entire businesses had to move on
to the online working with the help of collaboration tools like MS Team, Zoom, Google
Meet etc. Amazon has adapted family-friendly policies and flexible working without
compromising the performance. FamilyFlex was launched by the quoted company which
provide flexibility to the employees so as to create balance between personal and
professional life including the parental and pregnancy leave (Klarenberg and et.al., 2018).
Leadership
Leadership refers to the ability or art of an individual or group of people to guide the
other members within the organisation. It support & inspire the confidence and trust amongst the
members of the group (Traynor and et.al., 2019). Store manager leading the team to more sales is
the apt example of leadership. Change in technology not only impacted the organisational culture
but also empowered leaders to assist remotely. Amazon's leadership is based on 14 principles:
 Customer obsession: The goal and objective of the quoted company is always rendering
the best services and satisfying the customers. The leaders always work towards earning
the customer's trust. Though, change in technology helps the leaders to compare with it's
competitors.
 Ownership: Leaders are the owners of the company as they cannot deny to any task as
acting on behalf of the entire corporate. They plan for long term goals rather than
sacrificing for short term results.
 Invent and simplify: Leaders always look for invention or innovation with new ideas by
its teams resulting in the simplification. Awareness is the key to get new ideas which help
to grow the company.
 Are right, a lot: Most of the time leaders are right due to strong instincts. But they are
open to diverse suggestions from the entire team.
 Be curious and learn: Curiousity could lead to learning new things as it is always better
to improve themselves to be prepared for the worst.
 Develop and hire the best: Leaders with the use of technology and experience
recognizes extraordinary talent and develop others to create them as a leader.

 Highest standard: Leaders have set the bar high regarding the quality of products,
processes or services. Problems are dealt with utmost good care with the help of
technology.
 Think big: Being a leader allow you to think differently considering the bigger picture to
serve the customers.
 Biasness: The actions or decisions are reversible by valuing the risk because quicker
decision matters.
 Frugality: The careful management of resources and completing more with less waste is
important.
 Earn trust: Leaders are vocally self-critical as they have qualities to listen, speak and
treat others respectfully.
 Dive deep: Leaders work at all level and are connected with every task assigned to them.
They audit frequently to check the performance.
 Backbone: leaders always back the decision-making of his own or his team whether they
agree or disagree to the decision they should be fully commited.
 Deliver results: Leader always focus on the results within the time bound and without
compromising with the quality.
Due to the change in the technology, Amazon announced two new leadership principles
which help in the daily work within the organisation. The principles are strive to be Earth's best
employer and broad responsibility due to success and expansion which help in leadership
management of the company.
Motivation
It refers to the core of management which expresses that an individual should receive a
sense of worth by the executives within the organisation. In other words, motivation should be
done to encourage employees to give their top quality performance which aids them in reaching
the organisational goals (Pacheco-Colón, Limia and Gonzalez, 2018). Change in technology has
a impact on motivation by encouraging the staff of the business which would increased the
output and the quality is being improved as staff take greater pride in their work.
The motivation of the employees not always enhanced with the monitary incentives but
better working environment could help the workforce to efficiently work within the organisation

with better productivity. Amazon's change in technology improves the employee safety by
advance labs and robotics. The new technique would help to move carts, packages and totes
through the Amazon facilities helping the employee's job easier. The new workstation system
called Ernie use robotic arm to distribute totes to employees by making stable, confortable and
friendly manner. Whereas in innovation labs, there are various testing on robots going on like
Bert which increase the parameter or restricted areas of robots which allow the employee to
summon Bert to bring items across the warehouse. The two other robots are Scooter and Kermit
which provide Autonomously Guided Carts (AGCs) which allow their workforce to focus on
their crtitical thinking skills rather than to perform physical tasks (Moncado, 2018).
The role of robotics not only shows the company's advanced technology but is a massive
motivation for the number of employees working within the company. The company have
recently faced many issues regarding the working culture of the organisation and Amazon is
trying to make things better for the better mobility of the employees. The brand image of the
quoted company has been fall due to the behaviour with the workforce during pandemic. Change
in technology could diminish the burden of poor environment within the organisation and again
form the overall global image of the Amazon company. Therefore, change of technology in
relation to the motivation within the organisation offers flexibile working space, increases the
mobility, opportunities for growth and learning increases, IoT reduces manual processes,
machine to machine communication, better collaboration, easily real-time feedback, facilitate
learning and strong cloud based phone system (Charan and Yang, 2020).
Organizational and individual responses to change in use of technology
The changes of technology are affects the individuals values as well as organization
because it leads in the both time consideration and decision-making process of the individual and
organization. The technology are positively change and positively react on the organization and
individual. But it affects the negative effects of technology also such as social media and mobile
uses may lead in the physical and physiological issues like eye strain as well as it also affects the
health condition of the individual such as stress. Depression, poor posture, sleeping problem,
reduce the physical activities, etc. as well as increasing the unemployment. While, the
technology helps in increase the efficiency of the individual, and they are not imagined the life
without the technology (Alharbi, 2020). The technology helps them in the communication,

learning, thinking, etc. bot the individual and changes of technology are co- influence, co-related,
co- independent with the other. With the helps of changes in the technology, the individuals and
society are facing issues of cyber crimes such as hacking, malware installation, credit and debit
theft through the technology, email threat, phishing, etc. the positive response of individual
regarding the technology is its helps in improve the level of communication effectively within a
second, improve the learning and education process of individuals, easy to access the
information, etc.
The technology are affect the environments of the organization. The changes of
technology are also affected in the positive and negative effects. The positive affects of the
technology in the organization is helps in improve the productivity and performance of the
organization, it helps in provide the better quality of products and services and higher quality in
the organization which helps in attract the more customers and generate the revenues.
Technology helps in reduce the human work force which are beneficial for the business
organization (Salijeni and Samsonova-Taddei, 2019). It helps in reduce the cost of business and
minimize the productivity of the organization. The changes of technology are impact the
negative on the business organization because changes of technology increase the competition in
the competitive market. It leads in the bad impact on the organization which are decline the sales
targeted and customers as well as also decline the profitably of the organization. Technology
helps business in various elements such as email generated automatically, sales and advertising
easier, etc.
The Kurt Lewin theory of change is applied in the change management and its include the
process such as adopting the new technologies, adopt the new behaviour as the norm as well as
develop the perceptions that changes are needed in the organization and individual lifestyle
(May, 2018). The Lewin's change management theory is involved the three stages which are
important in the business that include unfreeze, change and refreeze. Unfreeze is refer in the first
stage is involves the preparation of changes which are needed and crucial in the organization.
The change process ids the second stage of the theory and that involves the real transition which
are take place in the changes. In this strategy the leadership, communication are more important
in the aspects of technology. In unfreeze stage which are last stage of theory that involves the
changes has been accepted and implement by the organization and individuals.

Recommend feasible strategies to implement the change
there are various strategies which can be use for the implement the changes in the use of
technology effectively which helps in improve the transformation and productivity of the
business organization.
 Investigate technology: the company Amazon should investigate the technology that
will helps in solve problems in the workplace as well as work effectively in the
workplace. It is important for the company ensure the new technologies for implement in
the organization as well as helps in improve the productivity and performance of the
organizations and employees and outcomes of the technology (Giraldo, 2019).
 train employees: All technologies which are changes is not user friendly and
complicated for the employees so, the employees need the training to implement the new
technologies in the organization. The training sessions are important in engaging with the
successful training within the business organization. The Amazon company should start
strategies in the aspects of effective training sessions. Every employees have the different
need and styles of learning so, they should provide the training which helps in all types of
learners. The training of employees helps in provide the support and guidance to the
employees that how to use the new and changes technologies at the workplace. It helps in
reduce the accidents which are occur by the machines and materials. If the employees and
workers don't know about the technologies that how to use then the chances of the
accidents and problems are arise (Khin and Ho, 2018).
 Assembling a team: Team must be assemble for implement the strategies of
technologies in the organization. Team implement strategy helps in over the competition
and strategic values which are important in the organization (Lee, 2018). Assembling a
team take a crucial task in implement the changes of technologies that include the oversee
the details of administration, managing the conflicts as well as appropriate resources to
implement the technologies changes effectively in the organization.
CONCLUSIONS
As the conclusion, the organizational behaviour is refer as the study of the groups and
people within the organization. The organizational behaviours helps in manage the employees as
well as motivate them for work effectively and to perform well. In this report the changes are

selected as the changes in use of technology with the helps of amazon company. The company is
the multinational technology company that deals in the digital streaming, e-commerce, etc. in the
conclusion, The company are dealing with the technology at the regular basis so, the changes in
the technology are affects the organization in the negative and positive both aspects. This report
also discussed the triggers of changes which are face by the company, culture of the
organization, motivation and leadership theories. This report also elaborated the individual and
organisational response to changes and recommend the feasible strategies to implement the
changes in use of technology.

REFERENCES
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