Change Management

Running head: CHANGE MANAGEMENT
Change Management
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CHANGE MANAGEMENT1
Question 3-
It is to note that stakeholders are the parties that have an interest in a company or a
project. They affects or can be affected by a company’s actions (Gazzola 2019). The external
stakeholders of a company basically include the customers, NGOs, communities that are
concerned about the siting of the network infrastructure of Vodafone, the government and
regulators, the emergency services and the investors (Monfort and Villagra 2016). However`
the key stakeholders include businesses, suppliers and consumers. Vodafone Schultz always
ensure that it engages in communicating and listening to their stakeholders in order to
understand their views and perspectives. Vodafone Schultz take all the necessary measure in
order to show that its stakeholders are of a great importance to the company. It engage with
the NGOs when their focus and campaigns are relevant to its business. It organises face to
face meetings at different events and discuss on some specific issues. Also, Vodafone work
very closely with Blueprint Trust for exploring how the business could effectively help in
creating a better society for everyone and for delivering long lasting sustainable growth.
Furthermore, the company work with its enterprise customers for helping them in achieving
their objectives of sustainability and in delivering commercial services along with all the
sustainability benefits that could be scaled up and could be rolled out all over the markets.
However, it is to note that Vodafone Schultz is facing several challenges in
influencing its key external stakeholders in the recent years. Hence, it needs to implement
some changes and use some tactics to influence them. In order to influence the suppliers, the
company can use six principles of persuasion developed by Dr. Robert Cialdinni. These
principles include reciprocity, scarcity, authority, consensus, liking and consistency (Moore,
Yang and Kim 2018). The principle of reciprocity states that human beings are obliged for
giving back to others the form of behaviour, service and gift that they receive. The company
must first give in order to ensure getting what it is expecting from its suppliers. It need to

CHANGE MANAGEMENT2
engage in offering more works and contracts to the suppliers and must provide them with
some preferred and approved supplier status (Schlepar, Blome and Wutke 2017). The second
principle of scarcity signifies that human beings want more of the things that they can have
less of. Vodafone needs to tell its stakeholders about the advantages that they will be gaining
if they choose its products and services. It must also point out the uniqueness of its service
and the value proposition. With the same, it can change its pricing strategies and must ensure
that it is focus on its customers (Monfort and Villagra 2016). It should follow low pricing
strategy for gaining high market share in the market. The third principle of authority states
that human beings follow the knowledgeable and the lead of credible experts. The company
must therefore go for advertising its brands and product portfolio including the brand
reinforcement and PR (Elden, Cakir and Bakir 2016). It could sponsor some significant
events, environmental related events and campaigns and must support for some good causes
and must make sure that the customers are well aware of these contribution and therefore, it
should make sure to advertise and promote about the same. The fourth principle is
consistency. It states that people like being consistent about the things that they were
previously done and said. Vodafone must therefore, look for some active, voluntary and
public commitments and at the same time, must ideally get those commitments into writing.
The fifth principle is that of liking. People generally prefer to say yes the ones that they like.
For harnessing this principle, Vodafone must look for the areas of similarities that are shared
with others and must give genuine compliments. The last principle of consensus states that
when people are uncertain, they look for behaviours and actions of the others for determining
their own. Hence, instead of depending on its own ability of persuading others, Vodafone
must make it a point to assess what many others are already doing in the market.
Question 4-