Strategic Change Management in Emirates NBD

STRATEGIC CHANGE
MANAGEMENT

TABLE OF CONTENTS
Executive Summary.........................................................................................................................3
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................4
Lo1...................................................................................................................................................4
Background to change in organisation.........................................................................................4
Models of strategic change..........................................................................................................4
Value of using strategic intervention techniques in organization................................................9
Lo2.................................................................................................................................................10
Need for strategic change in an organization.............................................................................10
Factors that drive the need for strategic change........................................................................10
Resource Implications are not responding to strategic change..................................................11
Lo3.................................................................................................................................................12
Development of systems for involving stakeholders in the change planning ...........................12
Development of change management strategy..........................................................................12
Creating the strategy to manage resistance to change...............................................................13
LO4................................................................................................................................................13
Model for change.......................................................................................................................13
Implementation of change model..............................................................................................15
Monitoring of the change management method........................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

Executive Summary
Change management is very necessary activity or function or an organisation in market
place. top-level management within each company or organisation has always required to
implement different changes within its workplace time to time for easily surviving in current
highly competitive market place. This report is completely based on the strategic change
management, and it impact on Emirates NBD. Some major ways and techniques also have been
discussed in this report which a business can use for implementing the change in simply way.
Basically, the bank is looking for implementing the change relating to improving customer
services.
Introduction
Strategic change management is a very important topic to be discussed, because this topic
aware about the role of change management in the organisational growth. In this dynamic world,
currently each company or business has highly required implement change in its business
organisation for gaining effective outcomes in market place. Top-level management within most
organisation is trying to find out some appropriate strategies and techniques to employ their
decided change in workplace. Mostly organisations employ change in their organisation to
achieve their objectives and aims more effectively and productively.
This is report discusses the strategies change management aspect of Emirates NBD.
Basically, Emirates NBD is known as the national bank of Dubai which is Dubai’s governing
bank or completely owned by the government of Dubai. On the other side, NBD is the biggest
banking group the Middle east in existing time period (Alefari, Almanei and Salonitis, 2020).
The bank was found in year 1963, and from establishment to date, top-level management of this
bank has implemented lots of changes in its workplace for highly growing in market place.
Headquarter of this bank is situated in Deira, UAE (United Arab Emirates). Existing financial
condition of bank is very excellent, because last year the bank was succeeded in generating the
revenue of US$ 4.73 billion with net income of US$2.72 billion. Main mission and vision of
Emirate NBD has been mentioned below;
Mission: The mission of bank is to be always the biggest banking group in the Middle East.

Vision: The vision of NBD is to make its customer services very excellent to attract many new
customers in market place.
This report discusses different models of change management also which top-level
management of NBD can use in its workplace for systematically implementing the change.
Different other aspects of change management topic also have been discussed in this report, like;
strategic intervention techniques, factors that drive the need for strategic change, involvement of
stakeholders etc.
Main Body
Lo1
Background to change in organisation
Currently Emirates NBD is the most reputed baking organisation in the Middle East. But,
top-level management of this bank wants to change its existing customer services, because which
customer services currently provided by the bank has adopted by many other Dubai’s banks as
well. In this situation, the management of bank has decided to change is ordinary customers
services into extra-ordinary customer services (Mahboub, Mostapha and Hegazy, 2017). This is
really an effective initiative of bank in the context of gaining huge competitive advantage in
market place. NBD is completely aware about that, of it will not change its customer services to
make them effective, then it can’t survive in the highly competitive market place. Most people in
the Middle East like to purchase products and services only through those venture which are
providing great customer services. That’s why this bank has decided to implement change
relating to turn existing customer services into very effective services of customers.
Models of strategic change
Currently there are various models and frameworks of change management are simply
available in market place which top-level management at NBD can be adopted for successfully
implement change in workplace. For example; there are Lewin’s change management model,
McKinsey 7S model, Kotter’s change management model three main models for different
businesses in market place to systematically implement the change. Currently most organisations