Change Management - Stakeholder Mapping and Analysis

Running head: CHANGE MANAGEMENT
CHANGE MANAGEMENT
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Table of Contents
Change Project Scenario..................................................................................................................2
Response to question 1: Stakeholder mapping and analysis...........................................................3
Response to question 2: Change agent and communicating change...............................................6
Response to question 3: Models of organizational change..............................................................7
Response to question 4: Strategies to manage resistance to change................................................8
Response to question 5: Ethics in the context of the given case study..........................................10

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Change Project Scenario
The change project scenario includes the scenario of Lakeland Wonders. Lakeland
wonders had recently changed their CEO and Cheryl Hailstorm was appointed for the same
purpose. She had identified several issues that was presently being faced by the organization that
was demanding a number of changes in the organization. Some of these issues included- the
declining culture of the organization that wax quite evident from the fact that employees were
not working properly as they deserted the company premises as soon as it was 6:30 p.m. in the
evening.
Further the company was known for the high quality of its goods and services however
recently enough it was facing issues with poor quality packaging and design. This is so because
the company was getting its packaging and design done from a local firm. On the other hand the
company was bot selling as many products in the market as it was required to and therefore it
was also suffering from lower productivity of employees. The company had undertaken a
contract with the union which also had a major role to play in influencing the employees of the
company. Therefore in order to overcome all these issues being faced by Lakeland Wonders, it
was necessary for the organization to undergo a change.
Some of the major changes that were required to be undertaken by the company
included- change in the organizational culture in order to help the employees avoid resist
changes and adapt to the same in a more flexible manner. Moreover the CEO felt that there was a
need to recruit experts to look after the packaging and designing of the goods and services
offered by the company. Moreover Cheryl Hailstorm also recommended grabbing the

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opportunity being provided by the bulls eyes deal by providing them with the company’s high
quality goods and services.
For this same purpose Cheryl Hailstorm also recommended carrying out manufacturing
operations offshore through outsourcing. As this would help in reducing the manufacturing cost
of the company and will help in meeting with the pricing requirements of the bulls eye deal. This
is also because the company was presently operating in an upscale market where the
manufacturing cost tends to be higher and therefore the company decided to take its
manufacturing operations to a mid-scale market.
For the same reason the CEO decided to appoint Cecil from the Kids & Company to look
after their outsourcing activities and also for the purpose of development of a new products.
However this may further cause other issues within the organization, such as the existing
employees of the manufacturing department may feel that there will be job cutting in the
organization due this decisions of management. However the company is actually aiming at job
expansion through its decision of outsourcing and the same needs to be communicated properly
with the employees of the manufacturing department.
Response to question 1: Stakeholder mapping and analysis
Stakeholder analysis refers to collecting and analyzing all necessary information in order
to identify all those stakeholders who are important for a particular project or program (Kivits,
2011). Therefore the stakeholder’s analysis includes three main steps: identification of the
stakeholders through gathering and analyzing all necessary information, prioritizing them and
understanding the interests of the key stakeholders. Once the stakeholders have been identified it
becomes necessary to map them according to their levels of engagement with the project or the

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program and therefore the same is done on the basis of two main levels: interest level and also
their influence level.
Figure 1: Stakeholder mapping
Source: (Thompson, 2011)
Therefore from the above diagram it can be understood that based on the level of interest
quality of goods and services. And influence of the stakeholders, it becomes necessary to treat
the stakeholders in the following manner- maintaining minimum regular contact, anticipating and
meeting the needs of the stakeholders, keeping the stakeholders informed or managing them
completely. The stakeholders in case of the case study of Lakeland wonders include the-

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employees of the manufacturing department, the CEO and also the customers of the company.
These are the stakeholders because each one has got a major interest in the operations of the
company.Cheryl Hailstorm is known for her driving force behind the growth of the previous
organization.
And therefore she has an interest in changing the present scenario faced by Lakeland
Wonders and to make it profitable and help it in regaining in marketing position. Further the
CEO is also interested in reducing the manufacturing cost of the company such that they can
achieve higher profits by selling high quality goods and services (Mendelow, 1981). The
employees have an interest in the organization because their livelihood is associated with the
same. Moreover employees also have a stake in the operations of the company because if the
company becomes profitable then the employees will also get a share in the same. Therefore the
employees are also concerned with earning higher incentives. The customers of the company
have an interest in the operations of the company because they are the ones who consume the
ultimate goods and services offered by the company and they want their needs to be met at the
minimum cost.
Therefore it can be said that the customers have a high interest in the operations of the
company, the employees have a high influence over the operations of the company and the CEO
and other members of the board of directors have a high interest and influence over the
operations of the company. Therefore keeping in view the influence and the interest of the
stakeholders – the customers can be called as those stakeholders who need to be kept informed
about all the decisions of the company such as in the case or scenario of the case study, it is the
duty of the company to inform its customers about outsourcing activities it is going to undertake
and also the way in which it can help in reducing the overall cost of the goods. The employees of

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the company are the stakeholders who need to be managed continuously because they are the
ones who will be carrying out the activities of the organization for the purpose of achieving the
objectives (Scholes, 2001). Moreover the CEO of the company belongs to the category of those
stakeholders who needs are to be anticipated and met. In the case study, the interest or the stake
of the stakeholders were identified properly.
Response to question 2: Change agent and communicating change
In order to manage change effectively it is necessary to carry out open communication in
the organization. The success of change management is completely dependent upon the
communication practice in the organization (Harrison, 2017). Moreover open communication
during the change process helps the top management in understanding the risks that may arise on
part of the employees at the time of implementation of the change in the organization. Therefore
communication can help in identification of the changes that are going to happen in the near
future. Moreover open communication can help the organization by changing the organizational
culture and letting all the people openly discuss about the fears they have related to the
organizational change. Moreover open communication can help the employees of the
organization in understanding the reason behind the change and seeing the bigger picture. The
change that is going to take place in Lakeland Wonders is a planned change because a planned
change includes preparing the organization towards some newly set organizational objectives
and goals or helps in taking the organization towards a new direction (Hayes, 2018). This new
direction can include the organizational culture, the internal processes and structures, and also
includes their rewards and other similar aspects.
Therefore the change that is going to take place at Lakeland Wonders is a planned one as
Cheryl is trying to provide a new direction to the company by changing the organizational

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culture and also the manufacturing operations and other organizational processes. There are
innumerable behavioural styles that can be adopted by the change leaders for the purpose of
carrying of proper communication in the organization such as the telling style, the selling style,
participating and delegating style. The behavioural style used by Cheryl Hailstorm includes a
selling style (chulz-Knappe, Koch & Beckert, 2019). The selling style includes telling others
what is expected from them for carrying out the change whole also being open to the feedback of
others. However this style was not so appropriate for the organization because the employees of
the organization resist any change to their working styles or to the way they work.
Therefore for any recommendation made by the CEO of the company, the employees
are resisting to the same because they have the fear of losing their position, fear of future and
several other types of fears. Therefore it was necessary for the leader or the CEO to first
communicate to the employees the way the change is going to benefit the organization as a
whole and should have helped them in seeing the bigger picture. This could have helped the
CEO in overcoming the resistance faced from the employees. Therefore in such a situation a
transformational leadership style could have been adopted by the change leader. A
transformational leader is someone who can help in changing the organizational culture by
inspiring others to achieve the organizational objectives.
Response to question 3: Models of organizational change
Organizational change refers to a situation of changing the organizational processes,
structures, culture, technology and also seeing the impact of such changes on the organization.
There are different models of organizational change such as the change model of Kotters change
model, Kurt lewin change model, Mckinsey 7’s model and others similar models (Hussain et al.,
2018). According to the Kotters model of organizational change there are 8 major steps in the

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change management process starting with- establishing a sense of urgency, creation of a guiding
coalition, development of a strategy and vision, communication of the vision of change,
empowering a broad based action, generating the wins of a shorter time period, consolidating
those gains for the purpose of producing more change and also includes anchoring the change.
Therefore for the purpose of the case study also the same model of change can be applied. In
order to carry out change management at Lakeland Wonders, a sense of urgency can be
generated in the organization and for the same purpose the CEO or Cheryl Hailstorm can
conduct a meeting with the head of the directors and also some of the key employees who have
been in the organization for a long period of time and then discuss about the present situation of
the organization (Bejinariu et al., 2017). This can further include information such as- the present
position of the company in the market and also the organizations profitability. Therefore such a
meeting will help in creating a sense of urgency in the departmental heads and the employees.
The next step includes and requires the CEO to identify certain employees who can actually help
her with achieving the organizational vision and moreover these employees can provide a
guiding coalition for the purpose of implementing the change in the organization.
The next step includes development of a vision and a strategy in order to overcome the
issues that are being faced by the organization. Therefore for the same purpose open
communication needs to be used by the CEO. The next step includes- creation of a shared vision
by the CEO such that everyone feels that they are an important part of the organization and that
their view points is taken into consideration (Chappell et al., 2016). The same vision needs to be
communicated to all the employees of the organization to ensure that everyone has understood
what the company stands for and what is expected from them. Then the CEO should empower all
the employees to carry out their activities and decisions independently. Achievement of short

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term goals and objectives should be recognised and then the same needs to be consolidated for
producing more change and implementing the same into the organizational culture.
Response to question 4: Strategies to manage resistance to change
Resistance to change refers to an act of struggle or opposition by the employees of the
organization when any transformation has an impact on their status quo (Westra & Norouzian,
2018). Therefore employees have a tendency of putting up a wall against any new changes when
they are not introduced to it in a proper way and this happens because the employees are
incapable of seeing the impact of change on overall organizational performance. Moreover the
employees resist change due to a number of reasons such as fear of future, fear of losing position
and sometimes even the fear of change itself.
It becomes necessary for the organization to overcome resistance to change in order to
adapt to the external environment and for the purpose of taking advantage of opportunities.
Moreover organizations can also gain a competitive advantage by changing themselves
according to the external environment or the trends of the market. There are different strategies
that can be used for the purpose of overcoming the resistance to change. These includes- open
and free communication between the management and the employees, empowering innovation
and creativity, providing a positive and supportive environment to the employees, by being
persuasive, overcoming conflicts between the employees of the organization and by setting
achievable targets (del Carpio Ramos, del Carpio Ramos & García-Peñalvo, 2019). In order to
overcome resistance to change it is necessary to have a culture of open communication between
the organizational employees as this will help in ensuring that the employees know the reason for
change and also how they can contribute to the same.

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Moreover open communication is a must for the success of organizational change
because if the employees know about the change that is going to take place in the organization
and the way the same will be beneficial for them they will not resist change. Moreover even
while the change is being implemented it is necessary for the top management to communicate
with the employees in order to identify and overcome any problems being faced by them. It is
necessary for the change leader to empower creativity and innovation on part of the employees
such and moreover they should be ready to take feedbacks from the employees. When the
employees start thinking creatively and innovatively theory will be in a better position to provide
alternative solutions to the problem being faced by the organization and therefore they can also
become a part of the change process. Employees have a tendency to resist change because they
are afraid that change may be unsettling and therefore if the change leader can provide the
employees with a supportive environment then the employees will be in a better position to adapt
to changes.
This is so because they know that they will be getting proper support from their
supervisors and peers. The change leader himself has to be a persuasive one such that they can be
able to share their vision with the employees of the organization and thereby overcome any
resistance to change. Conflicts can be solved within the organization when there is a culture and
climate of transparency and honesty between the employees of the organization. Moreover in
order to avoid resistance to change it is necessary for the change leader to set certain objectives
and goals and then celebrate the small success and all these needs goals and objectives needs to
be alignment with the organizational values and beliefs.

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Response to question 5: Ethics in the context of the given case study
Ethics plays an important role in the process of change management (Kennett-Hensel &
Payne, 2018). This is so because change brings with itself a lot of uncertainties, and that causes
the employees to feel pressurised because of the risk of losing their position or being terminated.
Therefore in such circumstances some of the management behaviours may include- bullying
subordinates into adopting to the change rather that motivating them to do so voluntarily, the
management may decide not to be truthful as regards to the reason of the change. In such a
situations, change will bring negative behaviours among the employees such as job
dissatisfaction, group think, lack of innovation and other similar behaviours.
Therefore it is necessary to inculcate ethics in the change management activities and
process and that will ensure- that communication is transparent and honest, treating employees
properly during the change process, training related to ethics and change management before and
during the time of change process. Communication and dissemination of right information
among the employees and giving the employees a chance to provide feedback. Managing the
change properly and also assigning clear responsibilities and expectation to the employees so
that they understand what is expected from them. Ethics also plays an important role in team
work. This is so because ethical behaviour on part of the leader will help in creating a better
image in front of the employees and the community at large. The ethical issues in the given case
includes- ensuring that the outsourcing activities are carried out in an ethical manner that is the
employees selected for the purpose of the outsourcing activities should be recruited only after
evaluation of their past history and on the basis of their experience and qualifications. Moreover
it needs to be ensured that the manufacturing activities are taking place in an ethical manner in
case of offshore manufacturing activities.

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Further another major ethical consideration in respect of the case study includes-
establishment of an appropriate organizational culture to improve the efficiency of the employees
(Rothaermel, 2016). That is all the employees of the organization need to be treated fairly to
avoid any form of discriminative practices against them. Moreover the organizational culture
should be such that supports open and transparent communication. This will include informing
the employees of the organization about all the decisions that it has decided to take and by being
open to feedbacks (Haugh & Talwar, 2016). Moreover the recruitment that is going to take place
at Lakeland Wonders for the purpose of improving the quality of goods and services also needs
the recruitment process to be held in an ethical manner. Therefore the recruitment of the two
new employees needs to be based on proper formal recruitment process. That is the candidates
have to go through an interview and evaluation of past history has to be done.

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