Determination of the change management strategies

Running head: INNOVATION MANAGEMENT
INNOVATION MANAGEMENT
Name of the student
Name of the university
Author note

INNOVATION MANAGEMENT1
Table of Contents
Assignment 1...................................................................................................................................2
Introduction to Dan Murphy’s.....................................................................................................2
Current trends shaping the organization......................................................................................3
Individual and collective innovative thinking within the organisation.......................................4
Leadership role that might improve innovation in the organisation............................................7
Strategies for improving innovation in the target organisation...................................................9
Assignment 2.................................................................................................................................11
Planning the introduction of innovative thinking and practices................................................11
Strategies for supporting new practices.....................................................................................14
Fostering creative ideas in the workplace..................................................................................16
Fostering effective workplace culture.......................................................................................16
Monitoring processes.................................................................................................................17
Management of the risks in innovation.....................................................................................17
Determination of the change management strategies................................................................18
Reference.......................................................................................................................................20

INNOVATION MANAGEMENT2
Assignment 1
Introduction to Dan Murphy’s
The organization, Dan Murphy's, is an Australian liquor supermarket chain which is
owned by Woolworths Limited (Danmurphys.com.au. 2019). The organization was established
in the year 1952 which expanded to 226 stores across the nation (Danmurphys.com.au. 2019).
The organization employs around 4,250 employees for the uninterrupted functioning of the
diverse functions (Danmurphys.com.au. 2019). On the contrary, the links with Woolworths
permitted the venture in redeeming the adeptness of the functions in position with the needs of
the customers. The competitive edge of the venture is specifically based on the lowest price that
is quoted by the same over the offerings of the competitors. The growth of the organization is
specifically based on the increasing rate of consumption among the Australians. On the contrary,
the online delivery streams provided the organization in adding value to the propositions while
making the propositions widely available to the customers.
However, there are significant issues that are being encountered by the organization due
to absence of efficient automated filtration processes. The lack of efficient automated processes
restricted the quality of fermentation and filtration processes, which incapacitated the
organization in retaining the loyalty of the customers. The report will examine the current trends
that are shaping the functions of the venture while evaluating the individual and collective
innovative thinking within the organisation. Lastly, the research will also enumerate the
leadership roles that might restrict the rate of functions of the venture while implementing the
innovation in the organizational processes along with the options for improving innovation.

INNOVATION MANAGEMENT3
Current trends shaping the organization
The major internal and external trends that are shaping the wine manufacturing facilities
are specifically based on the Direct-to-consumer (D2C) sales as it provided the organizations
with better profitability. It has been noted that more than 62% of the wineries undertake a D2C
sales technique with the objective of improving the rate sales while sweeping in maximized
profits (De Massis et al. 2016). On the contrary, the introduction of automated technologies in
the wine industry related to crossflow filtration and lees filtration permitted most of the
organizations in improving the quality of the propositions that are made by the same. Galbreath,
Charles and Oczkowski (2016) opined that the frequent technological innovations in the wine
industry brought about significant modifications in the quality of the fermentation process while
minimizing human related errors. In this relation, the mission of the organization, Dan Murphy’s,
is to provide extensive range of wines in lower prices which will be unbeatable by the
competitors (Duarte Alonso and Bressan 2016). Again, the human related errors in the wine
manufacturing units might contaminate or restrictthe quality of the propositions affecting rate of
retention of the customers. It might be taken as an internal trend that has mandated the
organization to switch to automated facilities. Therefore, the organization developed online
channels with the objective of making the propositions available to the target consumers.
However, the lack of innovation in the technological elements through absence of
automated filtration processes restricted the capabilities of the venture in improving the quality
of the propositions. The absence of crossflow filtration and lees filtration for manufacturing
small lots affected the capability of the organization in relating to the automated technology that
is being already utilized by the other organizations in the industry (Gilinsky Jr, Newton and
Vega 2016). However, the multi-channelled distribution permitted the concerned organization in

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addressing the needs of most of the target customers while improving the rate of availability of
the propositions. The change in the preferences of the customers from wine to cider, craft beer
and spirits have reduced the volume of target customers for the venture.
It has been noted that more than 12% of the millennials are enthusiastic towards the
consumption of craft beers, cider and spirits for their enhanced taste (Lee, Hallak and
Sardeshmukh 2016). In this relation, the concerned organization undertook fewer activities for
bringing forth changes in the taste of the liquor that is being provided by the same. The lack of
automated technologies in the organization affected the quality of the offerings due to the human
related errors (Golicic, Flint and Signori 2017). However, the organization aimed at improving
online selling options for reinforcing their rate of sales in the competitive markets.
Individual and collective innovative thinking within the organisation
Potential barriers and risks to innovation
The potential risks that might be encountered by the organization while initiating the
innovation are: Resistance from the employees: The employees of the organization might resist to the
automated technologies as the organization might lay off huge amount of employees to
cut costs (Galbreath 2019). On the contrary, the lack of human indulgence through the
automated technology might force the organization in laying off a significant amount of
workforce. Therefore, the employees might resist over the innovation that the
organization is planning to implement. Complex technological process: The complex nature of the automated technologies and
the lack of proficient knowledge on the functions might restrictthe capability of the
organization in improving the rate of functions of the venture. The complexity of the

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technology and the absence of proficient knowledge on its operational elements might
restrictthe quality based propositions of venture while drawing the attention of the
prospective customers. Lack of sufficient financial resources: The lack of sufficient financial resources might
restrict the capability of the organization in implementing the technology. The investors
and creditors of the venture might not be convinced of the benefits that the organization
might derive from the implementation of the innovation in the business model. Therefore,
the lack of sufficient financial resources might restrictthe technology implementation
process of the venture.
Impact of legislative frameworks, such as those relating to copyright and intellectual property
The Australian Copyright Act 1968 (as amended) delineates the legal enforcements
while providing rights to the creators through artistic works (Goncharuk 2017). The application
of the copyright act restricted the innovation based functions of the organization while imposing
strict legislations prohibiting the organization to copy technologies from the diverse other
organizations in the industry without their consent. Therefore, the collective innovation thinking
capability and open innovation of the organization is nipped through the imposition of the
legislation. The Australian Intellectual Property Laws prohibited the organization in accessing
diverse intangible assets of the other companies relating to patents, trademarks, designs and
processes (Bartlett and McAra 2016). It might again restrictthe rat of uninterrupted functioning
and expansion of the venture through the application of the innovation.
Current innovation performance and opportunities for improving strategies to improve
innovation