Organizational Change and Change Management Strategies: A Case Study of Amazon

This essay discusses the role of organizational change and how change management strategies can be maintained. It focuses on Amazon, a leading e-commerce company, and how it successfully managed to bring change through innovation and employee involvement. The essay highlights the importance of communication, collaboration, and team work in bringing successful change in the organization. It also discusses the different change management theories followed by Amazon and how they helped the company in maintaining its competitive position in the highly dynamic business environment.

ORGANISATION
AND LEADERSHIP
IN A
GLOBALIZED
WORLD

Table of Contents
INTRODUCTION.........................................................................................................................3
MAIN BODY..................................................................................................................................3
CONCLUSION..............................................................................................................................7
REFERENCES..............................................................................................................................9

INTRODUCTION
Organizational change is the term which is used to define the actions that are taken by
company which can alter the component of the company. The process of organizational change
involves growth, declines and transformation from which the company undergo through.
Organizational change is the action which brings significant change that can create an impact on
the business (Beardsworth, 2018). Managing a successful organizational change is essential as
this supports in boosting the motivation level of others through which positive team work and
job enrichment can be fostered. Organizational change plays a vital role which can create
positive impact on the productivity and quality of work through which companies can reduce
cost and maximize the revenues and profitability of business. Amazon is one of the leading e-
commerce companies which is operating all around the globe. The American multinational
company offers e-commerce, cloud computing, digital streaming and AI services. The
international e-commerce giant was established by Jeff Bezos in the July, 1994. This essay will
be discussing the role of organizational change and how change management strategies can be
maintained.
MAIN BODY
Organizational change can be driven in various forms which can focus on company
structure, strategy, policies, procedures, technology or culture. The change in company can be
driven in different firms and such due to any change in these factors can promote company to
bring required change in Amazon through which they can maintain their competitive position in
highly dynamic business environment. Organizational change can be considered as transition
under which the Amazon go through which can also create a significant impact on the trajectory
of the company (Calnin and et.al, 2018). While talking about Amazon the global company have
undergone through various organizational change. One of the major changes by the company can
be related to technological change in which the company focused in bringing technological
change in the company that can be helpful in enhancing the services and efficiency of company.
There are various strategies and tactics that are followed by Amazon through which they
can successfully manage change in the company. Some of the strategies that are followed by
managers of companies for managing change in the organization are- communicating wiht others

and making them understand the value of bringing change and how that can enhance their
performance and overall organizational effectiveness. In case of Amazon, the managers of
Amazon focus on keeping a positive attitude, stay connected with all the members, encourage
and inspire others, communicate and actively participate through which employees can be
motivated to bring required through which the performance of company can be enhanced.
Organizational change is the key aspect of bringing success to the organization which
also support Amazon in enhancing their competitive position and maximizing the revenues of the
company. In order to bring change in various department, Amazon should focus on identifying
the change and develop a plan that can help in communicate the planned change that is required
for the company to sustain their position in highly dynamic business environment. To bring
successful change in different department of company, they need to focus on seeking employee
feedbacks, monitor and evaluate change continuously that will improve the operations and
proficiency of the organization (Doyle and Brady, 2018). In context of Amazon, the company
successfully managed to bring change via innovation. Amazon is a giant e-commerce company
which planned innovative change management strategies that supported he organization in
introducing change to their delivery functions. Warehouse automation, web server industry,
electronic books and such innovative measures fueled success for Amazon. However, by
bringing change in different departments helps Amazon in driving change on their operations of
different departments through which they can effectively perform and meet the performance
standards which is the reason behind making the company more successfully and customer
centric as well. The change management stagy of Amazon in their warehouse assisted company
in making use of modern and advanced technology of Artificial Intelligence (AI) where they
introduced robots that have higher efficiency of performing daily activities and support human
capital of the department in meeting daily targets of the warehousing unit of Amazon.
Employee involvement is a key change management strategy where effective change
management strategies can be formed and the Amazon can collectively bring required change
that is accommodating in enhancing the competitive position of company as well. Organization
must create an environment where employees can feel values and this will encourage them to
make an initiative and share positive outputs for bringing change in the organization (Hardwick-
Franco, 2019). Employees working from lower-level jobs to highest level of job in an

organization plays a key role in bringing required change in the company successfully and this
can be the outcome of continuous employee engagement in the Amazon. The support and
participation of all key people of company is required for building support through which change
management strategies can be successfully driven in the organization. In context of Amazon, the
company focuses on discussing about the change management strategies with their shareholders,
process owners, employees through which they can create more engaging workforce that can
collectively perform effectively for enhancing the performance standards of the company (Meyer
and Hühn, 2020). As Amazon have undergone through major technological change, the company
introduced robots for collecting and transportation of products which is an innovative approach
of reducing time for completing task and supporting human capital in performing activities more
efficiently.
Under the transformational leadership of Jeff Bezos in Amazon, the company managed to
bring successfully change that supported them in focusing on growth and sustainability of
organization. As Amazon is operating globally and is one of the biggest companies, the change
has been driven due to various factors. Some of the factors which are majorly focused by
Amazon for planning change for the company are based on incline in internet penetration,
change in consumer behaviours, technological advancement, growth in industry and uncertainty
in global economy. In this essay we have been discussing about the technological advancement
of Amazon, the company planned and brought change in their warehouse by bringing robots
where they can assist employees in collecting and transporting products and services and such
change is helpful in enhancing the quality of life of employees at workplace, meet expectations
of all stakeholders and mee the demands of customers all around the globe. Such use of
innovation is one the core element of success of the company. The technological advancement in
warehouse automation supported Amazon in strengthening competitive position of the company
and in increasing the profitability of the organization globally.
Resistance to change can be considered as lack of participation and unwillingness to
adapt change in any circumstances which can make business suffer from huge loss. Talking
about Amazon, the company also faced resistance to change due to their attitude of their
employees where employees were feeling unsecure for their job position which can be a major
concern that can arise due to technical warehouse automation (Mickson, Anlesinya and Malcalm,

2020). Change management strategies are highly responsible for influencing organizational
culture and the impact can be positive as well as negative. However, Amazon managed to bring
change very successfully where the technological advancement in warehouse of the company
supported employees to meet their daily roles and responsibilities more efficient and such
activities were the medium of maintaining positive organizational culture in the organization.
Due to positive organizational culture, this enhanced employee performance and proficiency
which also supported the organization in ringing required change and encourage employees in
actively participating in the operations of companies. Collaboration and team work are the
support system for companies in encouraging employees to bring change in the organization in
most productive manner. While considering Amazon, team work and collaboration among the
human capital of company acted as the main source of taking benefits from the technological
innovation in the warehousing department of the company.
While talking about Amazon, the business model which is followed by the company is
diversified which helps the company in generating maximum revenues that also enhances the
profit margin of the company. The company runs a platform business model which is the core
model of Amazon that also support companies in driving change in each business units of the
company. Amazon encouraged their employees and communicated the benefits which can be
driven from bringing change in the organization and such strategies accommodated Amazon in
taking advantage from collaborative effort of their workforce (Moos, 2018). This also delivered
fruitful outcomes to the organization where they were able to perform all warehousing activities
with more effective and constructive approach. The training programs were also organized by
Amazon through which they can train and develop the skills, knowledge and competencies of
employees to understand the functions of their robots that can make them help in meeting day to
day task within the warehouse of the organization.
Evolutionary change management theories are the change management strategies that are
the medium of bringing change due to competition and due to competitive business environment.
According to this theory, all changes are accumulated in structural forms of organization,
communities, business or society. The theory states that the first variation occurs randomly
which further moves to selection and this is produced due to competition in the industry. In the
last stage of this change management model, retention allow companies in successfully bringing

and maintaining change in the organization (Taylor, 2022). Now discussing about Amazon, the
evolutionary change management theory is followed by company in three stages which are-
variation, selection and lastly retention. Due to incline in competition and to maintain
competitive position, the company planned technological innovation for the warehouse of the
organization where variation randomly occurred in the company. In the selection stage, Amazon
evaluated the scare resources and other strategies which can be the best match for bringing
required change in the organization (Tichnor-Wagner, 2019). Lastly, in order to retain effective
change in their warehouse automation change management strategy, the company valued taking
feedbacks through which more effective measures can be taken. Such strategies were the core
elements of building Amazon successful, facing competition and in strengthening the
competitive position of company within the industry.
Teleological change management theory are the theories which reflets intentional change
in the Amazon. This theory reflects the specific direction of an organisation towards specific
objectives which is adaptive and monitored throughout the full process of change management.
The teleological theory states that change process within an entity which supports in reaching the
desired end state. This planned change states that organizational change is dependent on people
involved. In case of Amazon, this intentional teleological change management stagey is
followed by company by which they planned in setting goals of bringing technological change in
their warehouse (Utoyo, Fontana and Satrya, 2020). By planning strategies and meeting
objectives, Amazon implemented the planned statues through which they can reach the planned
performance standards and objectives. This e-commerce company further took feedback which
helps he company in further planning strategies through which they can bring planned change in
the organization. With the help of this change management theory, Amazon interprets
development and organizational change from a single entity point of view. The development as
per this theory is constant in the organization through constant feedback cycle which are based o
the perception of organizational problems which are faced by employees. This support Amazon
in understanding the issues that are faced by employees due to the technological innovation in
warehouse of the company through which they can plan development strategies which can
improve the performance of company that will also support in bringing and retaining change in
the organization in more effective manner.

CONCLUSION
From the above report, it can be concluded that organizational change is the main
element which can support companies in bringing change through which required change can be
driven by which companies can maintain their competitive position within the dynamic industry.
It can be stated that organizational change is the approach of leveraging change through which
successful resolution can be made. The whole process of change is planned and executed in
companies through which the company can strengthen their competitive position and maximize
the profit margins of company. The essay discussed about the technological transformation in
warehouse of Amazon and for that the company must communicate with their employees with
more clarity that will also maintain a positive organizational culture which can bring more
sustainable success in company.

REFERENCES
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