Impact of Change on Organizations' Strategy & Operations

This article discusses the impact of change on organizations' strategy and operations. It explores how drivers of change affect organizational behavior and provides measures to minimize negative impacts. The case study focuses on British Airways and Easyjet.

UNDERSTANDING &
LEADING CHANGE

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
P1- Impact of change on organizations' strategy & operations...................................................3
LO 2.................................................................................................................................................6
P2 Impact of drivers of change on organisational behaviour......................................................6
P3 Minimizing negative impacts of change.................................................................................8
LO 3...............................................................................................................................................10
P4 Decision making...................................................................................................................10
LO 4...............................................................................................................................................12
P5 Leadership styles in organization.........................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Business change is act of moving a company from where it is currently now to a position
where it wants or wishes to be in near future. Understanding and leading change prepares and
organization to meet the problems that can come up with initiating and implementing change. It
will help a company in a way to recognize various factors where changes initiatives taken by a
company fail and can learn how to deal with resistance and helps in identifying successful
factors for change for achieving organizational efficiency. Leading change requires creating
experience that will reveal new possibilities while uniting them to follow strategies to harness
with given resources to win in the marketplace. British Airways is UK based multinational
company where its current having 183 destinations and the headquarters of the organization is in
London, England. Present report will address to how changes impact on organizational strategy
and operations. It will evaluate how drivers to change effect on organizational behaviour. It will
also brief on change barriers influencing the leader’s decision-making and will evaluate range of
leadership approaches to change initiatives.
MAIN BODY
P1- Impact of change on organizations' strategy & operations
Organizati
on1 —
British
Airways
has
changed
airlines
industry
forever by
introducing
various
ground
Examples of Changes-
PESTLE analysis
Political- Several
initiatives were taken by
government to encourage
manufacturing and
services of British
Airways which lead
British Airways to get full
utilization of opportunity
for high end society,
which lead awareness
Drivers to
change
It refers to the
causes of
change.
Various Causes
of changes that
occurred in the
company were
to account for
continuous
Business
Impact on
strategies
Company
responded to
change
effectively and
efficiently which
helped the
company in
building new
strategic
directions to
Impact on
operations
Company's
operations
attained
transparency as it
was being
responding to the
changes in
productive
manner. It leads
to designed steps

breaking
features in
its
segments of
internationa
l airline
group.
British
Airways
has
changed the
way to
travel and
comfort and
quality for
them.
among its customers
leading to increase in the
higher sales volume of the
company and generating
an ideal position in the
company.
Economical- As the
economy was globally
coupled it resulted in the
rise of sales of aircrafts
which were luxurious as
there was dip in the prices
of aircrafts which let
British Airways customers
to afford brand in
satisfactory prices and let
the company in the way of
growing and developing.
Social- This factor
impacted strategies and
operations of British
Airways as it was aware
of religious values and
beliefs of the people
living in the society & its
products were highly
focused on improving
preferences of low carbon
footprints by which
company focused on
increasing an awareness
growth and
development,
To match up
with the
competitors
prevailing in
the
marketplace,
To abide by the
regulation
prevailing in
the market, To
deliver services
according to the
customer
requirement
and many
others which
products as the
causes for
changes in
company &
which all has
resulted in
positive impact
of the company
by gaining
market share,
market value,
generating
goodwill in the
adapt to changes
in the
marketplace. It
helped the
company in
formulation of
new strategies
which in turn
helped the
company to
perform more
effectively/ cost
effectively.
Changes helped
company in
formulation of
strategies where
its long term
decision where to
capture a niche
market and to be
at an ideal
position in the
marketplace and
dominate its
competitors and
short term
decision were to
increase the sales
of its airline
services by
of various process
and procedure to
be followed
which helped the
company in
achieving the
goals effectively.
It also leads down
various methods
of how to work
which helped the
company in
maintaining
standards in their
operations
(Espedal,2017).

among its customers about
environment friendly
which in turn helped
company to be profitable.
(Lugtu Jr, 2019).
Technological- This
factor impacted the
change in company as it
was highly focused on
growing use of embedded
technologies in airlines
group which gave rise to
luxurious as well as
powerful airlines for
which British Airways
accounts to grow every
single day by
manufacturing aircrafts
with technology that great
in speed and power.
Legal- This factors
impacted the business of
the company as there were
several regulation
imposed on airways group
sector which the company
needs to abide by& follow
off for proper functioning
of its operations.
Environmental- This
factor affected companies
market where
business leads
to high
profitability
and sales.
increasing
customer
awareness to
purchase
comfortable
service.
(Dahlberg,Hokka
nen,Newman,
2016).

strategies as it was
increasing concern
towards greenhouse gas
emissions by
manufacturing luxurious
aircrafts which helped
company in generating
awareness towards
environment protection
and lead public to
purchase services of
company and which lead
to huge volume of sales
for company.
Organisation
2- Easyjet
Company
closely
monitor and
clearly define
changes that
occurs in the
marketplace
and has
developed a
communicatio
n strategy in
organization
Examples of Changes-
analysis
Political- This factors
affected the business of
the company as primary
market of the company is
in UK where the
government was planning
to impose major tariffs
on the aircraft goods
imported from US which
affected the sales of the
company.
Economical- This
Drivers to
change
Airlines to
change for
the above
factors are
increasing
demand by
consumers
towards
environment
protection as
they are also
giving up the
Impact on
strategies
These changes
impacted in a
manner as it
helped Easyjet in
restructuring
strategies to gain
& retain
competitive
advantages. This
helped company
in designing
strategies in
Impact on
operations
Changes impacted
the operation of
Easyjet as it
helped in
increasing the
efficiency of work
processes in the
company leading
to satisfied
customers. It also
leads the business
in finding new

followed up
with proper
training and
implement a
support
structure to
guide through
the changes
occurring.
affected the business as
target market for the
company is upper class
people who comfort,
luxury and semi luxury
airline experience and as
customer spending scale
is high it helped the
company to expand their
customer base in middle
class segment as well.
Social- To save time
people have started
preferring to travel by
airlines and not trains,
buses or aircrafts which
is a great opportunity for
Easyjet, it may result in
turnover in the sales of
company as well as
industry for which
company need to adapt to
regular changes.
Technological- As the
world is moving towards
automation, Easyjet is
continuous towards
development of self-
purchase travel
experience as company
believes future is
ownership of
aircrafts in
order to
travel by
cycles. The
company is
also abided
by legislation
for which the
company has
to change
accordingly
as they
change which
has resulted
in change of
operation of
company by
changing
various
strategies and
policies
which affects
the sales of
the company
letting its
impact on its
profitability
and also have
an impact on
its position .
which long term
and short term
goals of the
company are met.
It also helped in
restructuring
strategies in term
of how the
company will
account to high
sales, resulting in
high profitability
and growth of the
company
(Funk,2017).
opportunity in
automation as
company has
realized that the
future for airlines
is self assistance
for which its
operations are
directed towards
to achieve its
goals.

automation for which
company is constantly
changing its technology.
Legal- As company was
found to be alleged for
engine being producing
higher emissions than
allowed by UK
environmental protection
agency it was being
charged with heavy fines
and lead to deterrent
brand image.
Environmental-
Company plans to launch
Green airlines to stay
updated with current
market and to protect the
environment from
pollution (WASIM,
2017).
Major factor
that drives
company to
change is to
have high
profitability
and to build
reputation in
the market
place
(Nelson‐
Brantley,
Ford, 2017).
Comparison of impact of changes in both the organization
Adoption to changes by the company have fairly affected the strategies and operations as
both the company are continuously adopting new technology to gain competitive edge over the
competitors and regain their position in the marketplace. Where British Airways strategies and
operations are directed towards manufacturing of high speed, luxurious and comfort travelling
and Easyjet in no exception where its business operations are directed towards achievement of
goals in terms of accounting for higher sales, gaining the competitive edge, building customer

trust and retaining the loyal customer to account to higher profitability and generating goodwill
in the marketplace (Rostami, 2017).
It is recommended that companies should adapt to change effectively with the upcoming
situation in the market as it will result in their survival and help to get a competitive edge over
the competition. It is also concluded that companies understand to often change their strategies
and operations in order to maintain flexibility in every situation which helps them to win in the
marketplace.
LO 2
P2 Impact of drivers of change on organisational behaviour
Change Impact of
change on
behaviour of
team
Impact of
change on
leadership
behaviour
Impact of
change on
individuals
Measures to
minimise
negative impacts
There is going to
be different
impacts in
organization
because of the
changes which
are taking place
in the business.
There has to be
good motivation
and the company
should get higher
profits so that the
company is
going to have
good
With new
strategies there
are different
roles and
responsibilities
which are present
for the entire
workforce which
can help the
company to have
a good platform
for better
functioning.
Team work is
very essential in
British Airways
With so many
changes which
British Airways
is making in the
company there
has to be good
performance of
the workforce as
well which needs
a good leader so
that the
organization will
be able to have a
good internal
factors. Leaders
have to work for
British Airways
is having a
strong portfolio
in the market
which is by
accepting the
changes and
making the
changes
according to the
government
policies as well.
The quality of
the services and
airways of the
company are
To remove the
negative impact
the organization
must be able to
make the changes
in the working
without making
the employees
feel them and also
by motivating
them from time to
time. There has to
be a personal gain
of the employees
for the kind of
efforts they are

functioning.
Technological,
information,
decision making,
working plan,
etc. are the kind
of changes which
can take place.
since they have
new projects and
tasks which the
company is
coming up with
all the time for
the customers to
have good
experience. The
distribution of
work should be
fair and all the
team members
must have a good
responsibility to
play in the task
to be completed
(Min, Johnson
and Ziedonis,
2019). There is a
sense of self
motivation and
group motivation
which is present
by the members
so that the results
are going to be
better. Leaders
and management
always gets in
the changes
the motivation of
the employees
and innovations
which the
workforce of the
company is
having in any
product. All the
employees have
a say in the
decision making
since there are
knowledgeable
and skilled
employees in the
organization.
Leaders have to
accept all the
ideas and
creativity for the
benefit of the
organization and
make the best of
changes
according to the
workforce and
the management
of the
organization
(Upchurch,
2016). There are
very well
produced by the
employees since
they are
motivated by the
management and
leaders of the
company very
well. The
individuals have
to be given what
they need and
expect from the
organization on
time so that there
is going to be
better outcomes
which are going
to be present.
There is a
standard and
goals which the
company has to
achieve so that
the organization
will be able to
have a good
competitive
advantage for a
long run
(Chandra Handa,
putting in for
British Airways
so that they
continue to do
that for a long
run.

according to the
benefits of the
workforce so that
there is going to
be better
functioning daily
and the services
of the company
can be improved.
The quality of
work should be
matching the
expectation of
the organization
which a good
leader will be
able to maintain
for the best.
British Airways
is a goal oriented
company which
is working
according to their
tasks and getting
unique products
and services for
the customers
and for that there
has to be good
team work which
has to be present
a lot of
objectives which
the leaders have
to make sure that
they are being
met from time to
time so that there
is going to be
good functioning
for the future as
well. A good
leader always
makes sure that
the employees
are getting what
they need like
guidance,
motivation and
helps with
changes which
leaders must give
them so that the
company will be
able to operate
effectively in the
market. Leaders
have a lot of
pressure on them
since they have
to use the right
measure and
2019). There
must be good
knowledge and
skills in the
individuals
which are
working in
British Airways
sine the company
has made a very
high standard
and reputation
for themselves in
the market which
all the
individuals have
to match. The
individuals are
the one who do
not accept the
changes that
easily therefore it
is very important
for the company
to be able to
make those
changes and
other decisions
can be taken after
that. Individuals
have to be

so that
uniqueness can
come in the
organization
effectively and
efficiently.
strategy to be
able to make the
changes come in
the company
effectively.
trained and
informed about
the importance of
changes which
British Airways
is making and
the benefits the
individuals can
have from them.
P3 Minimizing negative impacts of change
There is going to be low motivation level in the employees of the organization because of
the changes which are taking place in the company. To increase the productivity and operations
the level of transparency in the organization must also increase so that there is going to be better
functioning and get competitive advantage as well. There is training and development which is
given to the employees and motivation in different forms for the employees of British Airways
so that they can continue to give in their best (Ghosseini, 2017). To minimise the impact of
changes there is good communication and different strategies adopted by British Airways to
make the communication improve in the organization.
Kotter's change management theory
This theory has been given by John Kotter who has given this change model so that the
businesses can have a successful functioning. There are 8 steps which are present in this model
and would be discussed in the further report.
 Guiding coalition
There have to be measures which are right for the business which have to be taken so that the
company will be able to maintain their standards and reputation. There would be a good sense of
direction, making the functioning better. The employees need to have that clarity so that the
objectives and targets of the organization are going to be achieved (Smith, 2020). There must be

good direction in the organization so that the company is going to have a strong functioning and
the organization will be competing well.
 Sense of urgency
To get a competitive advantage in the organization there must be a lot of changes which are
going to be good for the organization (Barrón Löthman, 2017). Technological, structural, etc are
coming in British Airways with the help of this model the company is being able to have
effective functioning. The employees of British Airways have to be training properly so that the
company can maintain their standards and have better understanding of the organization as well.
 Communicate the vision
To have better results after the changes are going to take place for having clarity in the vision
and mission which the organization is having for the employees. The performance is going to be
better and so will the clarity in working of the organization’s employees.
 Vision for change
The company must have long term goals so that the organization can have good achieve of
the objectives and goals which the organization has for them. Changes are important in
businesses so that there is going to be good functioning and the organization will be able to
compete with Easyjet, Delta airlines, etc.
 Remove obstacles
To make the functioning more effective the company will have to solve the issues and
problems as they rise so that there is going to be higher performance and time management is
going to be present (Kotter’s 8 step model of change, 2020). There are a lot of issues which rise
and conflicts are going to raise as well when there is going to be technological aspect which is
going to make the company have better solving of situations.
 Anchor the changes
There has to be trust in the employees on the changes which are being taken by the
management of British Airways and with this the tasks and changes will not be able to be left in
the middle. There are a lot of technological changes which are taking place and there is a lot of
investment as well which British Airways makes in the organization to have stability in the
organization for higher results.
 Consolidate improvements

The employees of British Airways are never happy with small wins and keep working hard to
have higher results and that is going to be when the company is going to lead the market. There
are larger pictures which the employees of British Airways are shown and they have a aim to
achieve them as well by getting in changes effectively and efficiently so that there is going to be
higher performance.
 Short term wins
The employees have to be given small targets as well so that they do not feel the pressure on
time. Time management has to be present and for that small tasks with time frame is provided so
that there is going to be higher performance which is going to make the organization have better
functioning (Brion, 2020). Changes are understood by the employees of British Airways because
they have knowledge of the market and have gathered information on the market as well which is
going to be very beneficial.
By using this model in British Airways the company has been able to gain a competitive
advantage which is a very good factor in long run. The company has analysed their strengths and
weaknesses with this model so that the changes can come in easily in the organization and
planning for the future can be done effectively. There must be good communication which needs
to be present in the organization so that there is going to be higher performance and the
organization will be able to operate effectively (Yardley and et.al., 2016). There are a lot of
changes which British Airways has taken in the organization over time so that they can make the
customers get the best of products and services and the workforce have their own benefits from it
so that the company can functioning effectively and efficiently.
Changes are very important British Airways because the changes are according to the
customer’s needs and demands which are going to make the organization have more sales. The
changes have to come in planned so that the efficiency of the organization does not fall and the
company will be able to operate effectively and smoothly in this industry.
LO 3
P4 Decision making
There are a lot of methods which can be used to get in changes like driving forces and
resisting forces. Driving forces are those forces which want the business to get in those changes
for the better and resisting changes are those which the business does not want to make but if

they do not get them in the organization will not have a good functioning and compete
effectively.
Resisting forces
There are a lot of issues when there is knowledge, resistance and barriers in a company
which is going to impact the growth of the organization (Reilly and Kasperski, 2016). The
employees are going to have fear from the changes which can take place and that has to be
controlled by providing them with right training and information which is required by the
company.
Driving force
To increase the productivity and performance of the business in the market these forces
are added in the company for example, pressure from management, technological changes,
competition, etc so that the employees give in their best in the organization. The company is
going to have loyal and satisfied employees as well as competitive advantage which is going to
make the organization have a strong base for themselves in the market.
Barriers for changes
There are a lot of barriers which are created by problems and issues when changes are got
in the organization. The issues and barriers which rise in British Airways are going to be
discussed further.
 Negative employee attitude
The old staff of British Airways will never want changes in the company but there have to be
good changes therefore the organization will have to train them and motivate them to get in the
changes.
 Lack in commitment to change
The employees have to be maintained in the company by motivating them and that has to be
done by the leaders of the company. The employees have to be committed to make the
productivity and the standard quality of the products be maintained in the organization so that the
brand image and reputation can be well maintained.
Influence of driving forces and resisting forces on leadership decision-making
The leaders of British Airways get the changes in the company one after another one so
that the employees are not going to feel the pressure which the management is going through and
they are going to make the stability of the performance and productivity is present. Right leaders

are going to make the productivity and employees are able to be accepting the changes as well
(Diaz-Rainey, Robertson and Wilson, 2017). The leaders take the right strategy and measures to
get in the changes and guide the employees well. British Airways has a standard and reputation
which needs to be maintained by the organization which is why the leaders make sure that the
employees are receiving right wages, incentives and rewards from the organization for putting in
their best. Technological changes are the most in the company and with the help of right
communication by the leaders the company is being able to operate effectively in the market.
LO 4
P5 Leadership styles in organization
Type of change Current impact on the
company
Desired impact
Unfreeze
- The employees have to
find motivation in the
changes which are
coming in the
organization. This is
why British Airways is
providing the
employees with
rewards, incentives, etc
so that they give in
their person best in the
company so that there
is going to be effective
working in the
organization.
- All the decisions
which are being made
in British Airways are
Change
- By providing the right
employees with the
rewards and incentives
are going to make the
employees get
motivated so that there
is going to be good
functioning. There has
to be good operation
and performance of
British Airways since
the company is having
a strong base for
themselves and strong
portfolio as well.
- The leaders and
managers help the
employees to be able
Refreeze
- The employees will not
be allow to swipe their
shifts and they will not
be excused from the
responsibilities which
have been allotted to
them so that the sense
of direction is going to
be present and the
company is going to
benefit from it. The
employees of British
Airways are also
reminded about the
saving each month
which they should be
doing for the future so
that they can have

with the employees but
still there is a strong
communication in the
organization so that the
sense of direction is
present and the
objectives of the
company are met.
- The employees are
also punished for the
negative behaviour or
functioning in the
organization and the
leaders and
management have the
right to fire the
employees if they are
not giving in their
personal best in the
company.
to have good
communication so that
if the employees need
them to match the
expectation or know
more about the
decision it can be done
which is going to make
the functioning of the
organization even
better for a long run.
higher satisfaction and
loyalty with the
company and make the
productivity and
performance of the
company increase in
this competitive market.
- The employees also
have to be reminded
about the changes and
the expectation which
the organization is
having from them so
that there is going to be
effective working the
company will be able to
profit from it.
Leaders have to use different approaches in order to be able to operate effectively in the
market and the further report are going to discuss the four major leadership styles in detail for a
higher understanding of British Airways and their leadership styles.
 Democratic leadership
Another name for democratic leadership style is participative leadership in which the leaders
make sure that the employees of the company also have a say in the decision making. There are a
lot of new ideas and innovations which take place in this process since British Airways is
focused on getting in new products and services for the customers. The level of satisfaction in
the workforce is also going to be present which is very good for British Airways and the
demands of the customers are also going to be achieved by the company on time (Mohamed and
et.al., 2019). The control on the employees will have to be present so that the company will not

have a lot of conflicts because when everyone has a say then there are going to be a lot of
conflicts as well which would come up and affect the efficiency. The employees of British
Airways are very experienced which is why they have a say which is going to be practical and
the organization will be able to benefit from it making the organization have better performance
in the market.
 Autocratic leadership
The management is responsible for all the changes which are taking place in the company
and the employees have no say in them. There are not many ideas which generate and
understanding of the locals is not going to be present for the company as well. This is going to
make the processing and productivity of the company like British Airways gets affected because
there is a knowledgeable and skilled workforce which is hired in the company. The
communication skill plays a very important role in this leadership style because only then clarity
of working is going to be present and for that to be maintained the company will have to make a
lot of decisions accordingly. When the workforce is not going to be satisfied then the turnover
and productivity of the organization is going to fall and having such high competition for British
Airways in the industry they have to have a strong workforce so that the expectations, needs,
demands and changes can come in the organization effectively.
 Laissez-faire leadership
The decision making is given in the hands of the employees so that the changes come in
according to them itself. The management will only have to tell the employees about the changes
but the decision is left in the hands of the employees so that they can get in the changes without
having any kind of pressure on themselves (10 Organizational leadership styles, 2020). This is a
very time consuming process which can be followed in a business because so many employees
will have different take on one decision. British Airways does not leave the decisions in the
hands of the employees because the competition in the market is very high and the company will
have to find new ideas and make quicker decisions so that they can compete in the market
effectively. The trends of the customers have to be followed in the organization and if the
company is not going to make faster decisions then British Airways will lose their loyal
customers.
 Paternalistic leadership

The larger extended family or friends are the employees and partners in the business which
makes the bond better with them so that the understanding is going to be present and the
company will be able to operate effectively. The employees will have to accept the changes
which are going to make the company have higher profits and that is going to make the loyalty as
well of the employees and customers increase in the organization. There is a high level of
transparency in the organization which is going to make the profitability of the organization get
better for higher performance (Dickey, 2016). Loyal of the workforce or anyone associated with
the business is going to be present but they have to think out of the box so that the satisfaction of
the customers is also going to be maintained in the organization.
CONCLUSION
From the above report it can be concluded that the change management in business is a
very essential element which the organization must have so that they will be able to gain unique
factors as well as loyal customers. The demands, expectations and needs of the customers are
increasing rapidly which has to be well maintained so that the company will be able to maintain
their functioning and operations. There are internal and external drivers which require changes in
the company so that the organization is going to have less risk and be able to operate effectively
and efficiently in the market. External drivers mentioned in the above report are technological
advancement and internal factors like resources and risks of the company in the market. Leaders
of the organization have to make sure that they are getting in those changes from time to time so
that there is going to be a benefit for the company by increasing the sales and having higher
profitability.

REFERENCES
Books and Journals
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pp.102-118.
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changes to business strategy impact the role and the tasks of CIOs: an evolutionary
model. In 2016 49th Hawaii International Conference on System Sciences (HICSS) (pp.
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Diaz-Rainey, I., Robertson, B. and Wilson, C., 2017. Stranded research? Leading finance
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elimination of Ebola from Lofa County, Liberia. Philosophical Transactions of the
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Lugtu Jr, R.C., 2019. British Airways: Testing a Business Model at its (R) Evolutionary
Best (Doctoral dissertation, DE LA SALLE UNIVERSITY-MANILA).
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Reilly, P. and Kasperski, D., 2016. Teacher leadership and the evolution of education: Teachers
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Architecture (ICSA) (pp. 179-188). IEEE.
Smith, K.M., 2020. Leading change: Adopting a transformational approach to leadership within
the Internal Security Forces of Lebanon, enabling a community based style of
policing (Doctoral dissertation, University of Portsmouth).

Upchurch, E.B., 2016. Leading Change. In Management and Leadership Skills for Medical
Faculty (pp. 191-200). Springer, Cham.
WASIM, M., 2017. Implementing the Change to Regain Competitive Advantage: A Consultancy
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Online
10 Organizational leadership styles. 2020. Online. Available Through:<
https://thebestschools.org/magazine/organizational-leadership-styles-study-starters/
#:~:text=10%20Organizational%20Leadership%20Styles%E2%80%AF
%E2%80%94%E2%80%89Study%20Starters%201%20Transformational
%20Leadership.,Situational%20Leadership.%209%20Cross-Cultural%20Leadership.
%2010%20Charismatic%20Leadership. >.
Kotter’s 8 step model of change. 2020. Online. Available Through: <
https://www.managementstudyguide.com/kotters-8-step-model-of-change.htm>.