Effective Change Management Strategies in the Workplace

The provided assignment content focuses on employee management and the roles and responsibilities of employees in change management processes. Through this study, the author has gained knowledge and experience related to critical facets and can extract supporting dimensions from research studies. The references provided include a mix of books, journals, and online sources that explore various aspects of organizational change management, including leadership, communication, strategic planning, and stakeholder involvement. This summary aims to capture the essence of the assignment content in a concise paragraph.

Change
Management

EXECUTIVE SUMMARY
In this report, the learning has focused on work culture and key aspects of Malaysian
Airline System in order to understand the key concept of change management. It has been
identified in the learning that the change management is one of well structured conceptualization
which have significant role for managing changes within business entity. Moreover, the current
learning has also focused on number of approaches and methodological analysis which are
beneficial for the management of Malaysian Airline System Bhd. Learning is also beneficial for
firm and facilitates in managing diverse business operations which relates with the
organisational structure. With an assistance of research action cycle and change management
model the company can have advancement in efficiency which will generate good returns.
In the support of this, it can also be stated that there are several issues and business
problems which are addressed in the case and impacts the working of management. The
increased level of issues and problems also leading management of Malaysian Airline System
Bhd towards restructuring of the business and privatization activities. In this respect, it has been
spotted in the learning that the issues of airline organisation can be classified in diverse forms
such as financial losses, loss of goodwill, decrease in number of consumers and increased
number of accidents. Other than this, the management of business organisation can also focuses
on the research action plans. It has been identified that the research action cycle can be classified
in diverse actions. The classification can be as identification of problem, development of plan,
collection of data, analysis of data and modification in plan or theory and implementation. In the
support of this, it has also been identifies that action research is beneficial for effective
acquisition of practical knowledge which can amend the day to work practice and lead business
to impressive success.

TABLE OF CONTENT
PART 1............................................................................................................................................4
INTRODUCTION...........................................................................................................................4
COMPANY OVERVIEW...............................................................................................................5
MAIN BODY .................................................................................................................................7
Evaluation of different issues that influence Malaysian Airline System Bhd towards business
restructuring and privatization.....................................................................................................7
Application of Action Research Cycle as per the current scenario.............................................9
Evaluation of cultural aspect through Hofstede Cultural Framework ......................................12
Conclusion and Recommendation ............................................................................................14
PART 2..........................................................................................................................................15
Action research cycle.................................................................................................................15
Hofstede Cultural Framework....................................................................................................17
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20

PART 1
INTRODUCTION
In the contemporary business environment, every organisation is facing several issues
and challenges as per the influence of various internal and external factors. Therefore, companies
implement several changes in business system and applies new strategies as per the current
business environment. Change management is considered as structured approach that plays
important role for managing changes within business entity (Cameron and Green, 2009). This
report is going to discuss different aspects of change management model and element as per the
case of Malaysian Airline System Bhd which is one of the leading airline company of Malaysia.
The present consultancy report will assist management of Malaysian Airline System Bhd during
change in ownership of company or privatization in order to resolve different issues and
problems.
Malaysian Airline System Bhd is facing several issues such as lost of customer's
confidence, financial losses, etc. All these things have influenced the changes of bankruptcy.
Therefore, Khazanah Nasional Bhd will acquire to Malaysian Airline System Bhd (MAS) with
an investment of RM6 billion to save the organization. This consultancy is going to analysis
various element of change in ownership of company as well as benefits for Malaysian Airline
System Bhd. The situation of privatization is emerged due to two consecutive flight accidents
such as Malaysia Airlines Flight MH17, which was shot down over Ukraine and Flight MH370,
disappeared en route from Kuala Lumpur to Beijing with 239 passengers on board (Malaysia
Airlines About US, 2011). These accidents have lost confidence of customer on company so as
company has lost its market position. For formulation of whole report, various sources of
information will be considered as such text books, journals, past studies etc. This approach
increases the variety of information.
This proposal will indicate different aspects of change management process through
which management of Malaysian Airline System Bhd will be able to restructure the business
operations with the help of Khazanah Nasional Bhd that will acquire the MAS. In this regard,
present investigation provides detail understanding of different change management practices
through which privatization of MAS will be carried out.
BACK GROUND
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This report is going to discuss different approaches and methodology through which
management of Malaysian Airline System Bhd can manage different business operations
associated with organisational structuring through which company enhances efficiency of change
management and would generate good returns. This investigation enhances understanding of
different methods and tactics that would support company during privatization of company that
includes transfer of assets, change in name and brand value (Broner, 2009). Furthermore, it also
discusses various positive aspects and benefits of privatization in the context of MAS as per the
current financial and business position of firm. In addition to that this report also carries out
detail evaluation of different issues and problems faced by MAS that influences management
towards the privatization.
COMPANY OVERVIEW
Malaysia Airlines is identified as a national carrier of Malaysia and one of Asia's largest
company which is serving 40,000 guests on 330 flights to more than 50 destinations daily. Te
company operates flights from its home base, Kuala Lumpur International Airport and offers
great connectivity across the globe. The vision of the airline company is to become a preferred
premium carrier within well positioned in the Asian aviation marketplace (Malaysia Airlines
About US, 2011). Malaysia is considered as a relatively smaller in Asian arena so as airline
company is trying to harness the country’s geo economic centricity in ASEAN and emphasizing
on their own natural way of cost competitiveness as a hub and try to enter into alliance and
partnership to enhance market position and sales of company.
The business of company is greatly influenced by various external environmental factors.
In this process, The rapid economic growth of Asia plays important role in the growth of the air
travel in Asia. In addition to that the governments of Asian region have made significant
investment in the development of airlines and travel infrastructure. This element influences high
growth and increase in trade and business the competition has increased which has led the full
service airlines like MAS to start cost cutting (Galvin, 2003). Furthermore, international trade
agreement of Malaysian government with various other countries have played important role for
developing of travel and tourism business. As per the change in interest of consumers, Malaysia
Airlines has entered in the market low cost airline. Therefore, management has faced significant
competition with the low cost carriers. As per the present market trends, the management of
MAS has re-managed business operations due to high competition and influenced company in
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order to segment its market and target only those high class premium business travels for whom
service and luxury is very important and are not concerned about their budget.
In addition to that The technological advancement has greatly influenced business
operations of MAS. It includes introduction of services like internet telephony and use of various
other telecommunication services that provides MAS a new arena and business opportunities in
order to boost up its sales with the help latest communication channels and new technology
(Helms, Dye and Mills, 2008). The application of e-commerce along with other internet based
activities which includes reserving a holiday online and even buying tickets online facilitates
new opportunities to grow their business. Technology advancements sometimes also help in
reduction of the operational cost such as savings on commissions for travel agents.
MAS is facing significant competition with various local and international companies.
Local competitors of MAS are Air Asia, Firefly, etc. International competitors include Singapore
airlines, Garuda, Cathay Pacific, Thai International Airways and Other Low cost Airline
competitors are Compass, Tiger Airways, Cebu Pacific, Jetstar Asia Airways, Impulse, Virgin
blue Airlines. For managing the competition, the management of Malaysian Airline System Bhd
has adopted several strategies that provides competitive advantages (Drummond, Ensor and
Ashford, 2007). Therefore, services of MAS are substantially less expensive as compared to
other major international airlines along with company has maintained courteous and comfortable
services through modern aircarft fleet. In addition to that Excellent in-flight service, spacious and
wide leg room and application of special culture during services have played important role for
facilitation of competitive edge. Improved website and booking engine performance and
competitive promotions enhances efficiency of company.
Currently organization is facing significant financial crisis due to lost of customer's
confidence on business operations of MAS due to some recent accidents, increase in
maintenance cost, improper services etc. All these elements have created negative impact on the
sales and market position of company. Therefore, company is required a systematic revival plan
and has to manage significant changes in ownership and business operations otherwise
Malaysian Airline System Bhd will be become bankrupted (Todnem, 2005). The loss of
goodwill has significant impact on perception of consumers. In this process, Khazanah Nasional
Bhd plans to restructure MAS by assessing its whole ownership. In this process, organization
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will be introduced with new brand name, latest service rendering system etc. that would play
important role for revival of company.
MAIN BODY
Evaluation of different issues that influence Malaysian Airline System Bhd towards business
restructuring and privatization
As per the case, there have been several issues and business problems addressed by
management that encourages the management of Malaysian Airline System Bhd in order to
carry out business restructuring and privatization. In this regard, some most important issues are
addressed below: Financial losses: As per the different studies, it has been evaluated that Malaysian
Airline System Bhd has reported a net loss of 443 million ($139.5 million) in the first
quarter of 2014 and widening from a loss of 279 million which is similar to the same
quarter of last year. In 2013, the company has kept a loss of 1.17 billion during. During
third consecutive years, management has continuously faced loss. The business entity had
$1.06 billion in cash-on-hand and $3.7 billion in total debt as well as the total debt has
become doubled from $1.78 billion at the end of 2011 (Malaysia Airlines Faces a
Difficult Future, 2014). Therefore, it can be stated that company is continuously facing
significant losses as per the current market trends than management has to take
appropriate decisions related to business restructuring and merger in other companies in
order to avoid the chances of bankruptcy. In addition to that that it has been evaluated
that Malaysia Airlines' yields from per passenger is continuously falling due to adverse
market environment along with reduction in brand value of company. In addition to that
it has been analyzed that the Shares of Malaysian Air are surged 15% since October
2007and close to at 23 sen. In this regard, it has been analyzed that stock of MAS has
fallen 26% in Kuala Lumpur trading in this year (Malaysia Airlines Faces a Difficult
Future, 2014). The stock is rated sell by 13 of 15 analysts tracked by Bloomberg. All
these element financial downturn has influenced company for re-managing different
business operations as per the change in business environment. Loss of Goodwill: The management of Malaysia Airlines should have to pay extra
attention to restore the competitive position. This is because company has lost customer
confidence in MAS that results in the from of customer's migration to competitors. This
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situation has caused significant erosion to MAS brand value. It is also widely perceived
that MAS is not competitively priced in aviation sector which has also threatened brand
loyalty (Witcher and Chau, 2010). Therefore, the management should have to take
appropriate decisions in order to resolve different business issues. In addition to that
management should have to formulate various strategies associated with operating
business model, revisions to corporate governance, strengthening safety functions,
rightsizing the workforce, reviewing supply contracts etc. All these factors element
would help management in order to carry out structural changes in business operations. Decrease in number of consumers: It has been evaluated that decrease in number of
passenger due to change in business environment along with damage of public image of
business entity (Appelbaum and et.al., 2012). Furthermore, it is evaluated that pricing of
other competitors has created significant impact on the sales and profitability of
Malaysian Airline System Bhd. Therefore, the management of airline company has to
revive business operations as per the current market trends. In this process, management
has to evaluate current business position of company along with strategies of competitors
(Beugelsdijk, Slangen and Herpen, 2009). In this process, organization should have to re-
initiate business operations that plays important role for managing different business
operations associated with marketing, service development, pricing etc. that influences
good image of company.
 Different accidents: As per the scenario, it is evaluated that the Malaysian Airline
System Bhd has two consecutive flight accidents that have hampered the brand value of
company. In the first accent, more that 298 passengers on Malaysia Airlines Flight
MH17 were killed which was shot down over Ukraine by pro-Russian rebel forces. This
incident has sparked global outrage and influenced the tensions between Moscow and the
West. It leads significant commercial pressure on airline companies (Malaysia Airlines
About US, 2011). In addition to that Airlines tragedy comes just four months after an
earlier plan in which Flight MH370 of Malaysia Airlines was disappeared en route from
Kuala Lumpur to Beijing with 239 passengers on board. This element has created
negative impact on goodwill and brand value of company. This is because recognisable
logos and corporate colours have been splashed across TV news channels and newspaper
front pages in all over the world. Therefore, the management of Malaysian Airline
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System Bhd has to carry structural changes in management practices along with brand
image in order to enhance sales of company. In this context, it is evaluated that both these
accidents have distrusted among people that decreased sales and market share of
company. Therefore, people are moving toward services of other companies as per the
current market trends (Cameron and Green, 2009). The downfall in number of guests
have led negative impact on profitability business entity. It creates several problems for
company that could be resolved by applying business restructuring model.
Application Lewin's change management model
It is a change management model which can be used by Malaysian Airline in order to
manage change actions and overcome critical issues which are impacting overall operational
actions. In this respect, it is necessary for business organisation to focus on three steps which are
classified as unfreeze, change and refreeze. In initial stage the management of Malaysian Airline
need to focus on actions which can ensure that the members are ready to accept change. In this
number of motivation techniques also need to be used to enhance the motivation level. It will
enhance the morale of Malaysian Airline employees. After this, in change phase the number of
activities need to be designed which can overcome the issues and lead business to impressive
success. Number of alternate change management strategies need to be analysed so that change
activities can be implemented in appropriate manner. Other than this, at last the refreeze is stage
where management of Malaysian Airline need to focus on various monitoring actions so that
change can be take placed in proper manner. In this step number of activities also need to taken
into account which can make change permanent and boost the overall development. Number of
new ways also need to be identified to have desired outcome in effective way.
Application of Action Research Cycle as per the current scenario
In the context of current scenario, Malaysian Airline System Bhd is revived its business
position with the help of private ownership. In the process of change in ownership of company,
management of Malaysian Airline System Bhd and Khazanah Nasional Bhd should have to
follow an appropriate change management process (Carr and Hancock, 2006). In this process,
Action Research Cycle has found a great tool to manage change within business entity. By
following below mentioned stages, business entity can manage change to attain corporate
objectives:
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 Identification of problem: It is considered as most important aspect of Action Research
Cycle in which management of Malaysian Airline System Bhd evaluates different
problems which are faced by company that influence company towards the organisational
change. In context of Malaysian Airline System, it has been analysed that management
has lost customer's confidence among services of MAS that results in the from of
customer's migration to competitors (Diamond and Allcorn, 2009). Therefore, the
management of Malaysia Airlines need to pay extra attention to restore the competitive
position. In addition to that company has faced significant erosion to MAS brand value.
Furthermore, two consecutive accidents have hampered the brand value of company.
Therefore, people have made negative perception about different operations of business
entity. These factors have influenced consumers in order to switch with other companies
for airline services. Further investigation has addressed that the decrease in goodwill of
company has led negative image of company therefore business entity is facing
significant losses in profit. It increases the chances of bankruptcy (Galvin, 2003). In this
situation, privatization of company has been identified as a best solution for Malaysian
Airline System in which business entity will be acquired by Khazanah Nasional Bhd.
 Development of plan: It is identified as second and most important stage of Action
Research Cycle in which management develops an appropriate plan and determines some
important factor which are essential as the objective of change within an organizational
system. By developing an appropriate a plan, management can determine a systematic
process through which business entity will be able resolve different business problems
(Paton and McCalman, 2008). In this section, management determines various variables
which are having significant impact on efficiency of business plan related to change that
could be positive and negative. In the context of present case, the management of MAS
develops various as per the requirement of organizational change. In this process,
business entity requires to develop appropriate plans as well as schedule of activities
related to corporate restructuring, the injection of substantial capital, a strategic
adjustment as per the current operating business model, revisions to corporate governance
and management strategies, strengthening of safety functions, restructuring of the
workforce etc (Shoham and Perry, 2009). In addition to that that business entity has to
develop appropriate plan for reviewing supply contracts, reskilling human resource,
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assessment of government support etc. Further, it has been evaluated that these strategies
also assist management for improving relationship with different stakeholder. In this
planning process, organization needs to develop appropriate plan and activities in order to
increase involvement of trade partners and customers in decision making process within
new business model. This approach has found very effective to enhance efficiency
company.
 Collection of data: As per the this section of Action Research Cycle, an organization can
collect more more accurate, meaningful, and reliable data by choosing the best
methodologies for collecting information through which management is able to manage
several operations and plans as per requirement of change management process (Todnem,
2005). For managing alteration within MAS, the administration of Malaysian Airline
System Bhd develops various plans for collection of wide range data. In this process,
business entity is going to apply both sources primary and secondary. On the basis of
information which have collected from different sources, company could take appropriate
decision as per the objectives of company. Therefore, business entity has to carry out
customer survey for collection of primary data. This approach helps MAS in order to
collect detail information about the perception of consumers about services quality,
pricing and other operations of airline firm. This approach has found very effective for
managing organisational change as per the interest of consumer. In this process, airline
company can restructure different airline services and their pricing with reference to
customer's interest. It will generate good returns for company (Cameron and Green,
2009). Apart from that management has to consider wide range of secondary data from
different books, annual reports, views of other managers about the process of
privatization. This assessment will support management in evaluation of several factors
such as present financial position of firm, source of finance, potential suppliers, strategic
partners etc. On the basis of these data, organisation will be able to carry out appropriate
financial planning as per the current market trends with reference financial position that
would enhance efficiency and effectiveness of whole change management plan.
 Analysis of data: In the context of present business environment, evaluation of data is
considered as a most important aspect of business management. For managing
organisational changes, the management of Malaysian Airline System is going to select
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different approaches for data evaluation (Miller, 2011). It includes qualitative and
quantitative analysis. In the context of current scenario of Malaysian, the management
has selected qualitative analysis for carrying out a systematic evaluation of customer's
response which have been collected through primary research. This tool helps
management for summarizing the information associated with responses of people that
assists managers of airline company in development of new brand name, service
development, determination of marketing strategies etc. for creation of new image of
company (Dunphy, Griffiths and Benn, 2007). On the other hand, quantitative analysis
has found very effective in evaluation of various statistical data such as growth,
profitability, cost of finance, sales etc. so as managers are able to assess appropriate and
accurate information about present business position and could predict future outcomes
of change.
 Modification in plan or theory and implementation: It is considered as last stage of
change management process in which management of Malaysian Airline System requires
to carry out appropriate modification in change as per the collected from different
sources. These alterations in change management plan of Malaysian Airline System will
be found very effective in order to increase efficiency and effectiveness of privatization
plan. This process supports management for managing the proper balance between new
as well as existing business (Goncalves, 2007). After that final plan is implemented in
which management carries out all activities related to transfer of ownership such as
transfer of shares of company, transfer of company's assets, development of new
contracts along with termination of existing contracts.
Evaluation of cultural aspect through Hofstede Cultural Framework
Hofstede Cultural Framework has found very effective in evaluation of the impact of
national culture on change management process of Malaysian Airline System. This approach
assists management in evaluation of several factors associated with culture and their importance
in strategy formation process during privatization or change in ownership of business. Different
elements of Hofstede Cultural Framework are discussed below:
Power Distance
Power Distance is defined as the distribution of power and inequality among society of nation. In
this context, it has been evaluated that Malaysia scores very high on this dimension (score of
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100) which means that people accept a hierarchical order. In the Hierarchy of Malaysian Airline
System, there is significant inherent inequalities addressed in business structure (Bierema, 2010).
In this context, most of company has followed the approach of centralization or autocrat. In the
context of new business environment, the management of Malaysian Airline System needs to
apply participative leadership approach in order to assess active support of consumers.
Individualism
In this process, different fundamental issue are addressed by considering the degree of
interdependence among society and its members. This approach has found very effective in
evaluation of customers loyalty. In collectivistic societies, offence leads to shame and loss of
face that influence management decision associated with human resource management (Green
and Cameron, 2012). As per current case, Employer/employee relationships are perceived by the
management of Malaysian Airline System in moral terms (like a family link), hiring and
promotion. These assumptions have been found very effective for managing group formulation
process.
Masculinity:
It an important element to examine culture factors. A high score in Masculine determines that the
society will be driven by competition, achievement and success. On the other hand, A low score
like Feminine indicates that the dominant values in society are caring for others and quality of
life. This approach has found very effective in evaluation of fundamental issue which are playing
important role in identification of motivator factors (Ika and Saint‐Macary, 2012). By
considering this element, management can motivate employees in order to provide their active
support during the process of change.
Uncertainty Avoidance
The term Uncertainty Avoidance has found very effective in order to avoid the situation of
anxiety that could be occurred among consumers and employees during the period of change.
Therefore, management learns different cultures in order to deal with anxiety in different ways
(Papenhausen, 2009). In this regard, the management of Malaysian Airline System is able to
manage relationship among employees and can manage conflicts between employer and
employee during the period of change.
Long Term Orientation
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This dimension of culture explains how a society is able to maintain some links with different
challenges so as societies can determine its prioritise. The assessment of different cultural
aspects of Malaysia has found that Malaysia has a normative culture in which people have a
strong concern with establishing the absolute truth as well as people exhibit a great respect for
traditions, culture (Kavaratzis, 2012). This culture dimension assists management for
development of an appropriate organizational culture in which employees are providing their
active participation during different practice associated with decision making process as per the
requirement of change.
Indulgence
This element is defined as approach which people make control their desires and impulses. In
this process, weak control is called “Indulgence” and strong control is called “Restraint”. In the
context of business management, this approach has found very effective in evaluation of
employee’s attitude towards different job roles and responsibilities (Perrott, 2011). By evaluating
employees behavior, management will be able to develop appropriate strategies in order to
influence perception of staff as per the requirement of organizational change.
Conclusion and Recommendation
On the basis of above assessment, it can be concluded that the management decision of
Malaysian Airline System Bhd related to change in ownership of company or privatization in
order to resolve different issues and problems has found a great approaches for Malaysian
Airline System through. This report has found that Action research cycle and Hofstede Cultural
Framework have played important role during change management process and also enhances
understanding of management about role of cultural element in the process of business
management.
As per the above assessment, it is suggested to management of MAS that company
should consider various new marketing tools such as social media, online blogs etc. with
different brand name during the process of change so as organisation will be able to create
unique and good image of company. In addition to that business entity needs to pay extra
attention creative services and should restructure whole service development process so as
company could enhance goodwill and brand value.
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PART 2
Lewin's change management model
It is a change management model which is introduced by Kurt lewin in year 1950 and
mostly it is used by business firms to analyze the change needs. It includes number of steps
which can create positive environment and build safe zone for employees before implementation
of change activities. It is classified in three stages which are named as unfreeze, change and
refreeze. In the first step, manager makes efforts to find out reasons as to why employees resist
for alteration. Management can use monetary and non-monetary rewards to motivate workers.
Moreover organization can also introduce some standards in order to amend the positive
environment. These actions will motivate employees to accept change in better way. With an
improved focus on change stage the business organizations can easily focus on effective
development of new attitudes which can facilitate in effective implementation of change. At last
in refreeze stage the management focuses on various activities which reinforce the policies and
boost the organizational norms in better way.
Action research cycle
It is considered as a procedure which helps in effective understanding of various changes
that are taking place within organization. As per the view of Srianta And Trisnawati (2010),
action research cycle is beneficial to attain information regarding diverse strategies which can
provide various kinds of improvement within organization. In the support of this, it can be said
that the action research cycle mainly focused on four key factors such as empowerment of
participants, collaboration through participation, acquisition of knowledge and social change
(Change Management Making organization change happen effectively, 2013). It is a approach
which facilitates business organizations to meet objectives in effective manner and overcome
number of issues.
Moreover,Chapman (2012) has said that the action research is beneficial for effective
acquisition of practical knowledge which can amend the day to work practice and lead business
to impressive success. It also provides effective assistance to focus on realistic aspects and issues
in order to overcome issues like financial crises and lack of customer base. With an assistance of
action research cycle the business organizations can have effective planning of activities as per
the investigation. It is also beneficial for effective planning of change management actions so
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that work culture can be improved in better way (Masood and Benson, 2011). It also provides
strength to the business organization by providing improved level of focus on well structured
examination as per the purpose. It will facilitate in effective design of diverse actions which can
overcome issues and manage changes in environmental conditions effectively.
According to Cameron and Green (2009), action research cycle is classified in diverse
steps which can be followed by business organization to meet the organizational goals and
manage change in effective manner. The classification of actions can be as identifying initial
idea, reconnaissance, planning, take first action step, evaluate, amended plan and take second
action step. In initial stage the management of business firm needs to focus on identification of
issues in order to understand the key issues so that actions can be designed in better way in order
to overcome the issues. In other aspect, Broner (2009) has contended that the action research
process starts when management identifies the problems which are impacting business firm in
negative manner. This step requires high level of investment in order to attain information about
the key issues. One of key benefit of issue identification is that it allows business firm to have
various improvement which company is expecting within work culture. It provides an
opportunity to design diverse integrated ways which can resolve issues in effective manner.
In this respect, Galvin (2003)has asserted that the management of business firm also
needs to ensure about the clear vision regarding project in order to understand the key changes
and lead business to impressive success. Management also needs of focus on effective
development of action plan. In this aspect, it is necessary for business organization to focus on
vision and outcome of investigation in order to have effective development of action plan. In this
management will focus on number of alternative strategies and actions which can overcome
issue in better way. In the support of this, Helms, Dye and Mills (2008) have stated that the
number of potential solutions will also be considered as a critical aspect so that change activities
can be designed in proper manner. Moreover, the number of guidelines are need to be followed
for effective implementation of actions.
Other than this, it can also be said that the management of business firm need to focus on
collection of data so that proper strength can be provided to implementation activities. In this
step it is necessary for management of business organization to determine the data which can
facilitate in effective understanding of change so that implementation activities can be
accomplished in most effective manner. In this respect, the management need to focus on diverse
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sources so that data can be collected in proper way in order to meet the organizational objectives
(Todnem, 2005). Management can have effective observation of operational activities in order to
attain information regarding diverse factors. In the support of this, the management can also have
group meeting and feedbacks from the employees. It will provide detailed information regarding
diverse subjects which can influence overall operational activities.
In the support of above statement it can be said that the business organization also needs
to analyse the collected data in effective manner so that business can have effective outcome.
Proper monitoring actions needs to be adopted in order to identify the reality of business. It will
also provide number of advantages to the organization and operational activities (Appelbaum and
et.al., 2012). As per the outcome of monitoring process the business organization also needs to
change some actions so that business can have impressive level of success. It will also boost the
organizational effectiveness and facilitate in overcome number of issues.
Other than this, Beugelsdijk, Slangen and Herpen (2009) have argued that research action
cycle also have some negative impacts on the business which can create some additional issues.
In this respect, it can be said that the implementation of research action cycle needs high level of
investment which can be one of critical factor for business organization. Number of business
organizations does not have high level of financial resources so these kinds of activities can
impact negatively on the operational activities. Cameron and Green (2009) has also said that the
research action design is also one of harder action to do than conducting conventional studies. It
is because the researcher have number of responsibilities to influence the change factors in
positive factor.
Moreover, the over involvement of personalise factors in the actions process can also
create some bias within organization. In the support of this, it can also be asserted that the
research action plan contains number of limitations such as lack of generalizability. Differences
among the result due to context and language differences can also impact the overall process of
change and may create some further issues for the business organization (Carr and Hancock,
2006). Lack use of technological tools in research also takes more time which is also a negative
sign for the business firm.
Hofstede Cultural Framework
As per the view of Diamond and Allcorn (2009) Hofstede cultural framework is also one
of key factor for business organization which can provide various ways to overcome issues and
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manage change in better way. In other aspect, it can be stated that it is a framework which is
most commonly used by business organizations to manage cross cultural communication actions.
In the support of this, Galvin (2003) has stated that the employees from diverse nations have
different culture which can impact the overall development so management can adopt Hofstede
cultural framework to manage these cultural differences within organization. It provides an
information regarding impacts of social culture on the values of organization. It is one of most
beneficial theory to understand the cultural aspects of diverse culture. In the support of this, it
can be said that the Hofstede cultural framework is classified in diverse factors (Paton and
McCalman, 2008). The classification of factors can be as power distance index, individualism v/s
collectivism, uncertainty avoidance index, masculinity, long term orientation v/s short term
orientation and indulgence v/s restraints.
Todnem (2005) has asserted that the power distance indicates the degree of social factors
which expect that the power is distributed in equal manner. It means with an improved
information about the employees perception towards equality the management of business firm
can easily design the actions and overcome diverse issues. Moreover, the individualism and
collectivism dimension focuses on the key factors which relates with the preference of social
network. It provides detailed information regarding social aspects and perception of employees
so that activities can be designed in proper way to meet the organizational goals (Shoham and
Perry, 2009).
Other than this, Srianta And Trisnawati (2010) has concluded that the masculinity
indicates the preference of society in respect of achievement, heroism, assertiveness and material
reward for success. In oppose of this, femininity focuses on factors like modesty, caring for the
weak and quality of life. In the support of uncertainty avoidance it can be said that it is a factor
which indicates the degree of un-comfort factor within organization. It helps in overcome the
gape between in comfortableness and un-comfort. Other than this, long term dimension can be
considered as a activities which provides dealing with the virtual social needs. But on the other
side, the short term orientation represents the absolute truth regarding work.
Chapman (2012) has asserted that the Hofstede cultural framework provides number of
advantages to the business organization. With an assistance of this, company can easily manage
the equality among work culture which will lead business organization to the impressive success
and facilitate in effective accomplishment of organizational goals. Galvin (2003) has also stated
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that the study of Hofstede cultural framework provides number of advancement in understanding
of assumptions and values which have direct impact on the culture. It is a strategy which can also
bring the unbiased development within organization and manage the change as per needs and
perception of diverse cultural needs. On the other side, Broner (2009) has argued that a one of
key disadvantage of power distance is that the high ratio of power distance culture consisted of
centralized power and people mostly perform activities as per the guidance of others. Low power
distance culture allows business organization to look cultural factors in close manner to meet the
organizational goals. Collectivist values can also impact the behaviour of employees so it is
necessary for management of business firm to maintain the balance between individualism and
collectivism.
Other than this, with an improved focus on Hofstede cultural framework the business
organization can attain detailed information regarding diverse cultural aspects so that
management can easily number of actions which can overcome in significant manner. With an
assistance of this management can easily examine the key factors degree within organization so
that business can have impressive level of success (Helms, Dye and Mills, 2008). Moreover,
with an improved information about the employees perception towards equality the management
of business firm can easily design the actions and overcome diverse issues. In the support of this,
it can be said that the balance between diverse factors can also be maintained within organization
which is beneficial for effective success of firm.
CONCLUSION
On the basis of above assessment, it can be concluded that restructuring of business with
different brand name plays important role in order to enhance of goodwill of company. This
report has found that Action Research Cycle assists management in scheduling of different tasks
and collection of wide range of data as per the requirement of change management process.
Furthermore, it has addressed that Hofstede cultural framework has provided significant
assistance for managing different business operations as per the culture and traditions norms.
REFLECTION
As per the above assessment, I have learned different elements of change management
process which are considered by an organization during the process of change. In the above
report, I have carried out a detail assessment of present business position of Malaysian Airline
System Bhd. In this regard, I have found that that business position of Malaysian Airline System
19

Bhd is not good because company has lost customer's confidence on different operation. This
evaluation has enhanced my analytical skills through which I could manage different problems
that could be occurred while handling different job roles and responsibilities. In this process, I
have carried detail evaluation of different factors that influence an organization towards change.
In this regard, I have addressed that Malaysian Airline System Bhd is facing continuous losses
due to decrease in sales of company. In this regards, it is evaluate that airline accidents have
created negative impact on goodwill of the firm. It enhances my understanding about importance
of goodwill that have significant impact on performance and growth of business entity. Apart
from that I have evaluated that an organization can change in corporate image of company
among citizen by changing the ownership of company and presenting an organisation with
different brand name.
By conducting above evaluation, I learned various theories associated with change
management process. Working in this particular study has helped me to learn different things
related to the conceptual and theoretical framework of change management. While working on
the study, I came to know that change management is a critical process in which organization has
to emphasize on innovative dimensions so that differentiation factor of the business can be
encouraged. In order to prepare the study, I have accessed a lot of research studies and I realized
that business emphasizes on change management at the time when it desires to create
competitive edge over the other industry players. Similarly, change process is considered to be
vital for the business entity because it aids in adopting different practices for the ultimate
services services. I have accessed the business processes of Malaysian Airline System Bhd and I
came to know that the airlines has been facing issues related to miss-happenings and this has
reduced the customer base of the airlines.
Issues related to these aspects have been driving the customers to switch to other brands
and as a result, market share of the company is declining. Regarding this issue, I reviewed the
views of managers and most of the higher authorities have said that they came to an ultimate
solution such as mergers and acquisitions. The airlines now has been merging with other
business entities so that people can be persuaded and they can get ready to buy the same services.
My learning level has been increased to higher extent and I can now prepare studies on the same
topic in future period as well. I have taken views of several authors and researchers; thus this
enhanced my knowledge level. However, I would like to present my views as well for change
20

management as I consider it a process that encourages efficacy of business and also facilitates
success and growth aspects. Malaysian Airline System Bhd has made several changes in the
business processes; therefore the business has the probabilities to get the same customer segment
again. Looking towards the scenario of Malaysian Airline System Bhd, I could conclude that
employees are giving their best efforts in reducing the impacts of accidental issues and problems.
While developing the study, I realized that I am now able to suggest the companies as
well regarding the areas where strategic changes should be implemented. I am now also familiar
with the work aspects of airline industry because I have worked on the same industry. I have
accessed several secondary sources; however due to lack of time and money resources, several
things remain untouched. I had limited budget and under which only, I had to prepare the study;
thus I considered only a few research materials and journals. I can ensure that I have used quality
materials to prepare the study; thus my work is feasible enough to produce quality outcomes. I
can suggest my study to other researchers as well because I have used prominent data when I
was conducting the subsequent study. Working on this study has accelerated my knowledge and
learning level and working on all such aspects would enhance my skills and abilities. While
working on the study, I realized that my analytical power has been increasing and I am able to
comprehend critical aspects that lies under change management. This is one such facet where in I
can manage my professional ability and that might help me to get more opportunities for my
career.
I have worked on Lewin's change model and I realized that employees always resist
towards change approach; however a certain period of time, they get ready to manage change
process in business functions. Working on such model helped me to come up with new ideas that
can work in change resistance process. I have seen the efforts of organizations towards employee
management and motivation especially at the time of change management. Thus, I can say that
management always try hard to make the employees ready to work as per change processes. One
of the most important aspects that has been considered in change management process is
consideration of cultural facets. While adopting changes in the business, every business entity
has to consider cultural dimensions so that issues may not arise related to employee
management. The roles and responsibilities of employees changes at that time; hence I learned a
few things on the basis of which one can react on change management process. The entire study
has accelerated my knowledge level and I have acquired great experience while working on
21

subsequent study. I can do studies related to critical facets because I know the ways through
which supporting dimensions can be extracted from the research study. Hence, I would like to
extend the sincere gratitude to all the people who supported me.
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