Unit 17 — Understanding and Leading Change

UNIT — 17

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
1. Introduction to the drivers & impacts of change and their impact on organizational strategy 1
2. Overview of the case studies related to the organization.........................................................2
3. PEST and SWOT analysis of case studies to identify drivers of change.................................2
4. Impact of change on organizations and its organizational strategy & operations...................4
5. Impact of change on leadership, individuals and team behaviour...........................................5
6. Minimization of impact of change and application of change models to process the change
efficiently.....................................................................................................................................6
PART 2............................................................................................................................................6
1. Overview of the organization...................................................................................................6
2. Application of force field analysis...........................................................................................6
3. Different barriers to change and their impact on decision-making & leadership....................8
4. Accomplishment of change and their success.........................................................................9
5. Analysis of leadership approaches in the context of dealing with organizational changes...10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Organizational change refers to the process through which a company is able to do
change in their structure, strategies, operations, products & services or another business aspects.
It is one of the most important term in the business (Espedal, 2017).
Present report will highlight the change drivers, impact of change on the organization, its
strategies, operations, leadership, individuals and team. It will give overview about the case
studies and swot analysis of the case studies. It will demonstrate the minimization of impact of
change. Report will give overview about the enterprise and force field analysis in the context of
the company. It will tell about the barriers, change management model and leadership
approaches in the context of the firm.
PART 1
1. Introduction to the drivers & impacts of change and their impact on organizational strategy
Change driver refers to the factor which lead company to do change in their business.
These factors can be external or internal. There are various drivers which lead company to do
change in their organization. These change can impact the firm positively or negatively depend
upon the company's strategies and ways of adoption of changes.
In case of AGFA Company
Here, the driver behind the change for the company is innovation in technology. This is
an external factor for the company. Change in technology lead to change in production which
results as change in products and services being offered by the firm. Impact of change in AGFA
company is positive. Due to change in technologies, Company has to change in their strategies.
Company has to do change in their training and development strategy. Along with that company
has to change in their investment strategy and logistic strategy.
In case of Golden Wonder Company
Driver for the Golden Wonder which lead company to do change is Change in customers'
perceptions and demands. It is a part of socio-cultural factor which is an external factor for the
company. With time passing, customers' needs and wants are changing which lead to change in
their buying behaviours and perceptions. This results as change in products of the company. The
impact of this change is positive for the company as company is able to satisfied their customers
with new products. Change in products lead company to do change in their production strategy,
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marketing strategy, investment strategy, distribution strategy, sales & distribution strategy and
operation strategy (Yrjölä and et.al., 2019).
2. Overview of the case studies related to the organization
AGFA Case Study
There are various changes which impact the whole industry dramatically. One of those
change is digital technology change. This change not only impact the industry, but also impact
the products and services too which are being offered to the customers. Due to technological
changes in imaging and IT industry, AGFA has to drop former practices and required to establish
new practices in order to easily adoption of new changes being applicable to the organization.
For the successfully adoption of changes in the organization, Company is taking strategic
decisions regarding investment and market research which lead them to easily understand the
needs of customers. This help AFGA to gain a means through which they are successfully able to
fulfil the needs of customers by providing better products and services.
GOLDEN WONDER Case Study
Due to change in customers' perceptions and demanding patterns, the whole industry has
to face the change in the trends. Change in trends lead to change in products, strategies and
activities of the business. Golden Wonder company has to go through the same change. Due to
lack of proper time for making meals and increase in awareness regarding health, there is a lot of
changes happened which lead to change in food products industry. In case of Golden Wonder,
the company has recognized the change in customers' trends which lead company to do market
research. With the help of market research, company is able to easily adopt the change in their
products which lead customers to be satisfied with the company.
3. PEST and SWOT analysis of case studies to identify drivers of change
Swot analysis of the case study of AGFA Case Study
Strength Weakness
Company has high investment opportunities
which lead firm to do technological changes
easily.
Due to high price of products, customers are
giving preferences to old products which lead
company not to able to complete their sales
target regarding new products.
Opportunity Threat
Company's man power has the ability and Due to a lot of digital technological changes
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willingness to do work innovatively which lead
company not to face opposition against the
organizational change.
outside the imaging and IT industry, Company
might face some threats such as cyber attacks,
hardware & software disposal, Internet
problems and system corruptions etc. (Nelson-
Brantley and et.al., 2018).
Swot analysis of the case study of GOLDEN WONDER Case Study
Strength Weakness
Company has strong customer based which
lead to strong brand image. This is because
company has strong product portfolio.
Company's products contains high fats and
high calories items which make the reputation
of products bad.
Opportunity Threat
Change in items which is being used for the
products. That items should be healthy and
nutritious for the customers. This will create an
opportunity for the business to gain goodwill
for the products (Hayes, 2018).
Company has to face tough competition from
various companies such as Crimpy and
Walkers etc.
PEST Analysis of Both Company
PEST Factors AGFA Company GOLDEN WONDER Company
Political There are various legislation which is
passing by government and this
affects the relationship between
companies and its all related
stakeholders.
Due to change in government
perception towards business and
customers safety, they sets standards
which affects the whole industry
production process and technologies
adopted by company as well.
Economic Due to change in interest rates,
companies working under the imaging
industry have to pay the money with
more interest amount which lead to
Due to recession in the world, whole
industry affects which lead to
reduction in profitability and impact
the revenue generation of the
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rise in the borrowing costs and
decrease in profitability. It also affects
the performance of the company.
organisation as well.
Social Due to lack of employment
opportunities, people are spending less
money in buying new products which
affects the industry growth as well as
investment done by firm.
Due to rapidly change in customers
tastes and preferences, industry's
trends are changing which affect the
industry's profitability as well as
performance of the company.
Technological Due to change in digital technologies,
Imaging Industry is heading toward
the usage of digital imaging which
lead company to adopt this digital
trend in order to become leading
company in the industry (Oakes and
et.al., 2018).
Due to investment in research and
development done by company, they
are able to successful predict about the
change in social needs which lead to
change in production process and this
results in company as well as
industry's trends.
In case of AGFA Company, Technological factor become change driver for the enterprise
and in case of GOLDEN WONDER Company, Social factor become change driver for the firm
(Drago-Severson and Blum-DeStefano, 2018).
4. Impact of change on organizations and its organizational strategy & operations
In case of AGFA Company
Due to technological changes in AGFA, Company is able to improve its quality of
products and services. For the successful adoption of change, Firm is providing training to their
employees in order to improve the workforce skills which lead to improvement in their
productivity and efficiency. This results in overall improvement in organizational productivity
and efficiency. Due to improvement in performance of organization, AGFA is able to respond
positively to their technological changes and needs & wants of the customers. This lead company
to gain more profitability. Due to technological changes, there are new devices into the
organization which required skilled and talented people. This lead to change in training and
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human resource strategies. New technologies means more investment in research &
development, planning, purchasing of new devices and maintenance of that new devices etc. This
will lead to change in financial, budgeting and investment strategies. Due to new technologies,
production of products and services is changing which will lead to impact the supply chain
management of the company. Thus, company is required to change in their logistic strategies as
well. Technological changes in company will improve the operations of the organization due to
change in working style and skills of the employees which will lead to improvement in
performance (Al-Haddad and Kotnour, 2015).
In case of Golden Wonder Company
Due to change in perception and buying behaviour of customers, Company has to do
change in their products which can help company to sustain their business. This change lead
company to achieve its objectives. Company analysed the change in trends on time which lead
Golden Wonder to do change in their products on time accordingly to the needs and wants of
their customers. Fulfilment of customers' demands help company to gain customer satisfaction,
market share, goodwill and profitability. Due to change in consumers' needs and wants,
company's way to do business is changed. This lead to change in organizational strategies. For
the production of new products, business has to change in their production strategies. For the
gaining attention of customers towards new products, company will also have to do change in
their marketing strategies too. Firm has to do change in their selling and distinction strategies too
so that customers can get new products on time. There are a lot of change in the operations of the
firm due to change in production of new products. For the production of old and new both
products, Enterprise are required to hire some more employees, conduct more & more market
research, make business and marketing plan and do change in a lot of business aspects which
will lead to more operations in the organization (Rossi, 2019).
5. Impact of change on leadership, individuals and team behaviour
Impact of changes in both companies i.e.- technological change and production of new
production has not only impacted the business operations & strategies. It also impacts the
leadership, individuals and team. Due to organizational changes, employees get afraid and do
opposition of change. It leads to work pressure which affect the employees and team both. Due
to change in the behaviours of employees and teams of firm, leaders of the both companies has to
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change in their leadership styles and approaches accordingly in order to the behaviours of
employees and team in order to motivate and retain them (Doppelt, 2017).
6. Minimization of impact of change and application of change models to process the change
efficiently
For the minimization of negative impact of change on the both companies such as Golden
Wonder and AGFA, organizations will apply Burke-Litwen model. Application of this model in
the context of both companies are as follows -
The Burke Litwin Model of Organizational Change provides effective strategies for
management of organizational change. This model mainly focus on the external environmental
factors which lead to impact the business and its elements directly. By analysing the impact of
factors on those elements, companies will be able to minimize the negative impact on the
business (Edwards-Groves and et.al., 2019).
PART 2
1. Overview of the organization
Golden Wonder Company is a manufacturing company who produce snack foods. It is
one of the most leading company in Snack products industry. This company was founded in year
1947 by William Alexander in Stocknridge, Edinburgh. Its headquarters is in North Lincolnshire,
England, United Kingdom. Its products portfolio consists of Crisps such as Ringos, Golden
Wonder, Groovers, Jungle Fresh Nuts and Transfporm-A-Snack. From year 2006, this
manufacturing firm is operating under the Company Tayto which is Northern Ireland based
Company. This company have 5 manufacturing sites – two sites in England and two sites in
Scotland.
2. Application of force field analysis
Force Field Analysis
Force Field Analysis (FFA) is a change management analysis model. This model was
propounded by Kurt Lewin. Force Field Analysis refers to the process which include all those
factors which are supporting the change and do opposition of change. Those factors which are
supporting the change is known as Driving forces and those factors which are doing opposition
of change is known as Restraining forces. This model analysis of all the factors and then help to
take decision whether change should adopt or not (Drago-Severson and Blum-DeStefano, 2018).
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Application of Force Field Analysis in the context of Golden Wonder Firm
Golden Wonder Firm is doing production of new products due to change in the
perceptions of customers toward the company which lead company to do force field analysis.
Force field analysis of Golden Wonder is as follows -
DRIVING FORCES
Following are the driving forces of the company which lead company to do adopt the
change in their organization -
High Customer Satisfaction — Due to production of new products according to the needs and
wants of their customers will lead company to gain customer satisfaction which is beneficial for
the enterprise.
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(Illustration 1: Force Field Analysis
Source: How to use force field analysis for change management, 2019)

Improvement in Brand Image — Company will produce those products which will be healthy
and nutritious for the consumers. It will improve the taste as well. This will help company to
gain improvement in their brand image.
RESTRAINING FORCES
There are various restraining forces which lead company to face obstacles in
implementation and management of change in the organizational context. These restraining
forces are as follows -
Increased in Cost — Due to production of new products, company is required additional
resources and manpower which will lead company to bear more costs.
Work Pressure on Staff — Addition of new products required more operations, activities and
implementation of strategies which lead employees to bear work pressure. This may lead to poor
working environment and high turnover ratio (How to use force field analysis for change
management, 2019).
3. Different barriers to change and their impact on decision-making & leadership
There are various barriers to change in Golden Wonder Company. These barriers and
their impact on decision-making & leadership are as follows -
Lack of Employee Involvement — Due to change in production, Company has to do change in
their strategies and policies which lead to creation of fear in the mind of employees. This lead
employees to not to get involve in change management process. This barrier will make decision-
making process long and slow which is not good for the organization. Low employee
involvement will lead leader to change in their leadership style so that they can involve their
employees easily in change management process.
Lack of Effective Communication — Due to new production process, Employees will get
afraid and feel pressure. This lead to impact their behaviour. Change in behaviour will lead to
change in communication between employees and employers. Lack of effective communication
between staffs will lead to lack of understanding and co-ordination which will impact the
implementation process negatively and change will not be able to successfully adopt by the
company. Leaders will have to observe the behaviour and communication style of the employees
and accordingly adopt the leadership style (Keane and et.al., 2018).
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4. Accomplishment of change and their success
There are various models through which company can accomplish the organizational
change in their business. One of the most popular and important model is ADKAR model which
was propounded by Jeff Hiatt. The reason behind the adoption of this model is that this model is
mainly focused on the employees of the organization and try to get the support from them in
order to make sure that change can be easily accomplished (ADKAR Model of Change, 2018).
For the adoption of change in organizational context, Golden Wonder has adopted
ADKAR Change Model. Application of ADKAR change model in the context of firm is as
follows -
A — Awareness — Here Company will create the awareness between employees regarding the
needs of the change. For that, they do conduct the market research, collect and analysis the data.
After that they will call the meeting and communicate the data with every employee in order to
make them conscious about the perception of the customers towards the company's products.
D — Desire — Here after communicate the need of change and their positive impact on the
organization, employees will have the desire to support the change and they will take participate
and get involve in the change management process in the company. This lead top and middle
level management to get support from the employees and this results in successfully
implementation of the change process.
K — Knowledge — For the successful adoption of change in the company, Golden Wonder will
have to give their employees training in order to acquire required skills and knowledge regarding
the activities which lead to implementation of the change in the firm.
A — Ability — After gaining required skills and knowledge, Company will have to provide
their employees support by guiding and coaching in order to enhance their ability to do that work
properly which was assigned to them for the purpose of making change successful in the
organization.
R — Reinforcement — After that, Company will make employees clear that change is very
important part of the organization and it is implemented for beneficial of the organization thus,
there is no turning back. Like this, Enterprise will encourage employees to do work on change
and for that company can use reward management system (Ewenstein, Smith and Sologar, 2015).
By adoption of this model, Company gets support from their employees which lead to
improvement in employee involvement and communication system. It also leads to improvement
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in organizational skills and performance. This lead them to easily implementation of the change
in their production as well as another related aspects of the organization. Like this, ADKAR
model to change in the Golden Wonder is successful for the company.
5. Analysis of leadership approaches in the context of dealing with organizational changes
There are various leadership approaches which help leaders of the Golden Wonder
Company to deal with organizational changes. These leadership approaches are as follows -
Situational Leadership Approach — Under this approach, Leader of the company will analysis
the situation and accordingly adopt the leadership style.
For example — When company will communicate the change with employees, there will be 2
possible situations. In 1st situation, employees will ready to support the change and another
situation is that employees will create opposition for the adoption of change. In both situations,
leaders' leadership style will be different (Lewis, 2019).
Advantage of this leadership approach is that leaders will able to understand the situation and
accordingly adopt the leadership style which help them to achieve their target for what they
adopted the particular style. Another advantage of this theory is that it is very helpful for leaders
to create good working environment for the employees in the firm.
Disadvantage of this leadership approach is that not all the leader is able to analysis the situation
accurately which lead to wrong adoption of leadership style. Another disadvantage of this theory
is that by adopting of this approach, leader won't be able to look for long solutions of any
problems, they just look at the immediate problem solving solutions.
Trait Leadership Approach — Under this approach, leader of the company will analysis the
behaviour of the employees which get influence due to implementation of changes and
accordingly adopt the leadership style.
For example — Due to implementation of change in the organization, Leaders observe that
employees are not happy with that change and they want to leave the Company. In that case,
leader will analysis their behaviours and try to reduce that impact on their behaviours.
Advantage of this approach is that this theory can be applicable to every level of the
management. Another pro of this leadership theory is that leaders get to know about their
strengths and weaknesses which lead them to create understanding of how to improve the
weaknesses in order to strengthen the leadership qualities.
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Disadvantage of this approach is that it is considered to be leader centric theory and not to focus
on the employees or followers (Oakes and et.al., 2018). Con of this leadership approach is that
The list of traits for successful leadership seems to be very long. More than 100 different traits in
various leadership positions have been identified. These descriptions are simply generalities.
CONCLUSION
From the above study, it has been summarized that for the sustainability of the business
in today's competition business environment, organizational change plays an important role.
Change in business will not only affect the employees and management. It affects the every
aspect of the business. The impact of change on firm can be positive and negative. Enterprise
should focus on the change management process and reduction of negative impact on the
business so that change can be successfully implemented by the staff.
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REFERENCES
Books and Journals
Al-Haddad, S. and Kotnour, T., 2015. Integrating the organizational change literature: a model
for successful change. Journal of Organizational Change Management. 28(2). pp.234-
262.
Doppelt, B., 2017. Leading change toward sustainability: A change-management guide for
business, government and civil society. Routledge.
Drago-Severson, E. and Blum-DeStefano, J., 2018. Leading change together: Developing
educator capacity within schools and systems. ASCD.
Edwards-Groves, C. and et.al., 2019. Driving change from ‘the middle’: middle leading for site
based educational development. School Leadership & Management. 39(3-4). pp.315-333.
Espedal, B., 2017. Understanding how balancing autonomy and power might occur in leading
organizational change. European Management Journal. 35(2). pp.155-163.
Ewenstein, B., Smith, W. and Sologar, A., 2015. Changing change management. McKinsey
Digital. pp.1-4.
Hayes, J., 2018. The theory and practice of change management. Palgrave.
Keane, T. and et.al., Microsoft Technology Licensing LLC, 2018. Visualizers for change
management system. U.S. Patent Application 10/002,336.
Lewis, L., 2019. Organizational change: Creating change through strategic communication.
John Wiley & Sons.
Nelson-Brantley, H.V. and et.al., 2018. Leading Change: A Case Study of the First Independent
Critical-Access Hospital to Achieve Magnet® Designation. JONA: The Journal of
Nursing Administration. 48(3). pp.141-148.
Oakes, J., and et.al., 2018. Teaching to change the world. Routledge.
Rossi, P., 2019. Conflicts in Leading and Managing Change: Towards a Reflexive
Practice. Leading Change in a Complex World: Transdisciplinary Perspectives.
Yrjölä, M. and et.al., 2019. Leading Change: A Customer Value Framework. Leading Change in
a Complex World: Transdisciplinary Perspectives.
Online
ADKAR Model of Change. 2018. [Online]. Available through :
<https://expertprogrammanagement.com/2018/02/adkar-model-of-change/>
How to use force field analysis for change management. 2019. [Online]. Available through :
<https://www.destination-innovation.com/742-2/>
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