Analyzing Change at Aesch AG: Leadership, Engagement & Development

This case study examines the challenges faced by Aesch AG, a leading healthcare equipment supplier, in implementing organizational change within the German healthcare industry. The report analyzes various drivers of change, including social forces, technological advancements, environmental factors, economic pressures, and political issues. It investigates the importance of organizational culture and its role in facilitating or hindering change, as well as the impact of power dynamics, politics, and conflicts on the change process. The analysis considers the shift in consumer preferences and purchasing behavior related to medical devices. Ultimately, the report offers recommendations for managing organizational change at Aesch AG, focusing on leadership styles, employee engagement strategies, and organizational development initiatives, aiming to overcome resistance and achieve successful transformation.

LEADERSHIP AND
CHANGE MANAGEMENT

Table of Contents.
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 2............................................................................................................................................3
Analysation of multiple drivers of change...................................................................................3
TASK 3............................................................................................................................................6
The importance of culture and its role in relation to organizational change also Discussing the
links between power, politics and conflict and their effect on change........................................6
TASK 4............................................................................................................................................9
Making recommendations for managing organizational change by reflecting on leadership
issues, employees’ engagement and organizational development...............................................9
TASK 5..........................................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Leadership and change management is mainly comprising of motivating and guiding the
employees working in the company as or achieving best results. Leaders mainly motivation
workers for adapting changing processes and involving individual for creating importance if
changes. Changes in the company mainly requires proper process and control which is mainly
established by leadership and helps in achieving the desired results by adapting changes in the
business. This report provide details about the key issues being faced of the case scenario as of
driving changes and causes of changes in the organization. As in Aesch AG the company is
leading as largest supplier as for providing large number of health care equipments to this
industry. Conflicts, political behaviours also cultures in company impacts and results in
resistance to change by employees. With the German health are industry needs changes by
transforming fundamentally. Initiating lateral change as in decision-making by shifting
consumers preferences and purchasing behaviour of medical devices in Germany. This report
provide details about the changes in Aesch by identifying key issues leading towards various
organizational problems. Also, investigating various causes of changes and types of changes
experienced. Further, analysing change situation in the organization. Also, recognizing
importance and role of culture in change. Also, linking between power, politics and conflicts
impacting changes lastly making recommendation for managing change and reflecting of
leadership issues, employees engagement and organizational development.
MAIN BODY
TASK 2
Analysation of multiple drivers of change
In this case study of Aesch AG the organization change has come due to a certain driver
which was the reason behind the influence of bring new marketing strategies in the organization.
However, there are different drivers/causes for a change in the organization.
Social forces:
The social factors which are responsible for bringing the change in the organization are
known to be the related with the change in the preferences of the customers. These changes in
the society can be the reason which is the reason the business has to make changes in their
operations. De Keyser, Guiette and Vandenbempt, (2021) explained that social trends towards a
product or service can have huge impact on its buying and selling. In Aesch AG organization

which has the operations of selling medical equipments can be affected by the social factor.
Changes in the society related to the use of that particular equipments can help the organization
gain the success.
Technology driver:
For an organization which deals with making equipments related to medical health. It is
considered to be the factor which is responsible for the quality of the medical products. The
factors which are responsible for the development of products are also the factors which help in
influencing business towards the management of the strategical operations. AKAR, (2019)
explains that technology is one of the most common form of operations that help in bring change
in the organization (Dzwigol and et.al., 2019). Technology is the factor which helps the business
in growing its operations. It is able to help the organization to improve its process and also
increase the efficiency and productivity. For Aesch AG utilization of new technology could have
been the solution to the issues it was facing. Technological changes sometimes can also be very
expensive for an organization which due to the growth of the business. New technologies are
also able to influence the customer decision-making towards the products of this organization.
Environmental driver to change :
The environmental factors are considered to be the ones which can cause the organization
to change its operations. de Fátima Nery, Franco and Neiva, (2020) explain that environmental
changes can occur for any organization as it can be direct or indirect affect of the organization on
the business. The focus of this organization is related to its environmental impacts, organizations
which push towards making. Natural disasters can also have impact on these operations as it can
be the reason due to which the more medical equipments might be necessary (Hayajneh and
et.al., 2021). There are always growing risk of environmental impacts to the organization which
help in pushing the business to make their supply chain greener.
Economic force :
The economic factors are also known to be very much responsible for the organization as
it affects the growth of the business. Economic recession can be the reason due to which the
business is able to gain negative influence towards the strategies which are good for managing
and operation. The economic factors are considered to be responsible for shaping the business as
it is able to create negative impacts which are directly related to the growth of the operations.
Economy is the factor which is related to the strategies that impact the operations which are

related to the study which explains how the business is able to manage its production and other
factors during the economic crisis. Economy is responsible for inflation which is the factor that
impacts the growth for the business. Smollan and Morrison, (2019) explained economic factors
are responsible for the employment, consumer decision-making, the prices of the raw materials.,
services and also the availability of responses.
Political driver/ issues:
The political factors are known to be responsible for shaping the business as it impacts
the ways in which the organization is able develop new strategies and also affect the growth of
the business. Being able to understand the operations the political factors are known to be
responsible for the development of operations. Political factors are responsible for framing new
rules and regulations that impact the performance of the organization. Politics in the organization
can influence the trade regulation. Also, the government funding in the medical devices is flat for
servicing with adopting with new technical devices. Due to the rules and regulation imposed by
the government the production of the medical equipments are affected by this organization as it
bring strategical growth and improves the business operations. Rodat, (2018) explains that the
government regulation can also be favour for an organization that produces medical equipments
due to the sink in the trade and discouraging of deals with the overseas.
Operating in the German heath care industry the major factors for operating in this
market as the company is the lower growing rates impacts the sales and revenues of th company.
Various factors and forces which is contributing for the low growth rates as the high level of
spending into the medical devices, the political forces as of taxes and other regulations limiting
the healthcare spending pattens of various consumers in the country. This result in lowering the
GDP growth level (Reis, Santo and Melão, 2021). Also, the health care reforms consisting of
Rising in the cost of insurances premiums ascertains more burden on consumers, furtherance
lack of safety of patients, developing other process for monitoring the national drug policies
hinders the investing into the heath care devices in the country which impacts the changes
management in the organization as for influencing various decisions of majorly clinicians as due
to lack of budgets and financial investment.
The main barriers resulted as for shifting into the decision-making of various consumers
in the healthcare industry, the main change experience with the decision-making as or this
adopting th new marketing and promotional strategy in the company helps in adapting the new

change. As by marketing with new strategies influenced the consumer perceptions and various
other behavioural factors which is impacting and resisting to purchase the products of the latest
technical devices as for providing services to large healthcare consumers in the country.
TASK 3
The importance of culture and its role in relation to organizational change also Discussing the
links between power, politics and conflict and their effect on change
Changes in the organization may occur in the larger extent as it mainly occurs failure
when resulting in the downfall relating to lack of communication and other perspectives.
Organizational changes mainly impacted by the culture followed in the company, culture mainly
consisting of values norms, beliefs and values possessed by the employees wring in the
company. Culture followed in company helps in adapting changes and developing organization
with better understanding about the needs for implementing changes due to changing in the
consumer behaviour and purchasing power in taking medical devices.
According to the (Tang, 2019) culture plays very important role in adapting changes in
the organization. As changes mainly aims to transform the culture followed in the organization.
The best way as for establishing change in the organization is mainly dependent on the strongly
set beliefs and objectives. As the culture in the organization aims in defining about the internal
and external identity.
As per the (Harrison, R., et.al., 2021) culture in an organization helps in transforming
employees perspective as adapting changes in the company. As by adopting new working and
marketing methods, also new processes. This mainly aids in supporting employees working in by
adapting changes with positive culture helps in creating and uniting employees belonging form
different backgrounds. Furthermore, culture adapted by the Germany people as in health care
industry impacts the spending power, as with high level of political factors and less population
growth resulting in low GDP impacting the de scion making which shifts the purchasing
behaviours towards medical equipments.
With the view point of (Zainol, et.al., 2021) changing the company is mainly influenced
as the per used at the top-level which is mainly influencing behaviour of employees and other
personnel in adapting change in the company. The power position in the company mainly
controlling the behaviour by implying legitimate authority by informing individual with giving
rewards and aids in changing organizational process and structures followed.

The power model of change is mainly emphasizing by imposing the powers. Decision
making is mainly based on the ability to include employees for adapting changes. Top
management in the company is mainly taking the decisions and important various actions. Sung
and Kim, (2021) explained that, As when the employees and various consumers feel about the
purpose of the interest is not severed results in resistance to changes.
According to the (Lampaki and Papadakis, 2018) power is generally described as the
ability of influencing one's behaviour by taking certain actions in an organization. This mainly
helps on influencing employees working in the company as for achieving success by contributing
efforts based on assigning power as by rewarding or punishing workers for not doing work.
Furthermore, power in the company mainly influences the change management
processes. The power in the company mainly influences the behaviour of working and
performing the job in the company. As per the ( Reis, Santo and Melão, 2021) strategic
contingency theory of power help in serving and influencing the change management processes
in the organization as for achieving success. As various change management due to changing in
the behaviour technological changes, also changes due to various perspectives impact the
company operations and survival for the long run. The lateral changes in the Aesch AG as due to
changes on the decision-making in purchasing. The changes take place in the Aesch AG mainly
because of various factors as due to the technical changes, the consumer behaviour changes on
purchasing the new medical equipments sold by the company in the market which influencing
the clinicians decision-making process.
As according to (Tang, 2019) the strategic contingency theory in the company, the power
and politics impact the change management in the company as due to these issues affects the
survival and performance Level in the company for achieving success by marketing. Power
adopted by the manager of the company as for influencing the behaviour for producing the
desired results. With adapting the strategic contingency theory, various department which are
able to control and achieving the organization goal effectively consisting of thee dependency
creation which are mainly depending on the materials and positions also the financial positions in
the company compete on the new projects. Also, the department in the company consisting of the
uncertainty deductions helps in influencing behaviours of individuals achieving and attempting
to change and reduced resistance of changes by informing behaviours of various clinician a for
purchasing the medical equipments produced by the Aesch AG. Further the influential resources

department are mainly responsible for adopting various marketing techniques for achieving the
processes also influencing the decision-making of the various consumer and clinicians for
purchasing the medical equipments of the latest generation a using the latest technicology for
MRI and other purchases in effective manner.
Furthermore, the changes in the organizational is linked with the politics and the conflicts
places between the organization as, the political behaviour and political factors in the country a
of Germany impact the changes in the Aesch AG, the large political taxes and political issues
impacts and lowers the investment as of spending on the medical equipments with low GDP
growth, also the political regulation by the government and its spending on the medical
equipments or purchasing from the company is low this impacts the purchasing decision and
reduces the profits margins as not investing into new medical devices.
Conflicts in the company mainly impacts the changing process as, it is defined as the
struggles and clashes which is impacting the changing increases in the company conflicts
between organization arises as of disagreement between the opinions on achieving the particular
outcome of the company for achieving success. Managing challenges in the company as for
driving and adopting th changes impacts by the conflicts arises between two or more person as
for agreeing on the particular fact. Changes in th company resulting on conflicts as been affected
by the culture attitudes, political behaviours impacting negatively and arsing conflicts between
two persons which hinders and impact greatly for achieving positive outcome of the
implemented changes and initiating change process which hinders creativity, innovating ability
also raising capital by conflicts between higher level of officials as for implementing changes in
the company arises conflicts results in negatively implementing changes in the company.
Thus, the organizational political and various conflicts occurred in between the marketing
head and the hurdles faced by Anna in occurring the marketing efforts impacted the change
management process resulted in negative responses for not adapting the changes due to lack of
financial budgets for C level of marketing as or adapting the changes aids in not convincing the
consumers and clinicians for purchasing the products sold by the company with the best with
providing the latest technological focused health equipments.

TASK 4
Making recommendations for managing organizational change by reflecting on leadership issues,
employees’ engagement and organizational development
The company must analyse the individual and self-interest of the company employees working
as for serving th best results for adopting the changes.
 Using the direction and understanding the suggestion and budget of the company for
implementing the changes as of adopting the marketing efforts the company must
utilizing the budgets with minimum ranges for promoting the latests medical
equipments.
 For implementing the partial changes in the Aesch AD, communication properly with all
employees and taking meeting regularly properly as for communicating the head
professional and every level of departmental personnels, as for adapting the changes
needs as for resulting into the increasing the profits and the revenges earning capacity.
Thus, by implementing the new promotional and marketing strategy with proper
communication channel helps for working and increasing the medical equipments sales.
 Working and adopting various change management model in the company as for adapting
the new changes helps in resolving all the leadership issues as by adopting and
understanding the culture of the company, also with promotion and influencing the
decision of clinicians, as by adapting the ADKAR model or the kotter change
management model help in adapting changes and leading the company employees with
appropriate changes by identifying the needs for changes. As with applying the adkar
model of change in the company help in defining by creating awareness for needing
change, also making desired as by making understanding about why changes in company
must be made. Also, proving the knowledge and understanding about the changes to be
made in the company as by adopting C level marketing strategy for better promotions.
 Providing training to all employees working in the company as by better engaging as for
adopting changes, with training and various developmental programs organizing helps in
clearly defining the information. As with training it helps employees and various other
personnels working in the company for adapting changes easily, as by mastering with
new techniques an aiming to acquire the new pattern as of impacting by the and political
forces (Prajapati and Mahajan, 2021). Training aims at mastering abilities and

engagements employees for achieving better success by increasing productivity in
working which results in improving sales by adopting new marketing techniques for
promoting the heath equipments.
 Inviting the active participation of employees as by better engaging as for taking
decisions and inviting various opinions and views for increasing the sales and
encouraging employees for providing suggestions as for better marketing in less budgets
and standard helps in better engagement of employees and other personnels working the
company as by serving better with achieving the desired results.
 Demonstrating the strong leadership as by creating positive working culture in the
company helps in resolving various problems, as by creating and inspiring the whole
team for working in the Aesch AG helps in creating open-minded individual which aid in
achieving confidence, when leaders of the company is properly identifying and managing
changes by providing all the clear information for adapting changes benefits and attained
helps in engaging employees for better working in the cultural and working under the
encouraged leaders (Hemme et.al., 2021).
 Defining changes as for achieving the organizational goals it helps in developing the
organization. As the Aesch AG is mainly designed for providing various medical
equipments consisting of latest technology for providing services to various consumers
for testing and taking the MRI services also x-rays. The main goals of the company is to
serve the latest equipments, the main change arise as for influencing the decision of the
clinicians for purchasing the latest technical equipments related to health care (10 best
organisational change management strategies,2022). For this adapting the new
marketing and promotional strategy in the company helps in increasing and influencing
the consumer decision-making and purchasing behaviours, but for this defining goal
clearly at all department as the needs for change is mainly arises for influencing the
decisions with adapting the promotional methods helps in adapting changes clearly and
frequently by convincing to all departmental level in the company with adequate
available budget.

TASK 5
CONCLUSION
From the above report it can be concluded that organizational changes impacts the whole
level, as it is mainly impacted by the culture followed in the company. The German healthcare
industry is running with the various changes. Aesch AG recognized as leading supplier of
medical devices in Germany. As due to German market the changes leading due to various
factors as of high spending into the medical devices, lower population growth, less GDP. All
factors impacted and shifted the decision-making and purchasing behaviour. As hospitals and
other purchasing departments are influencing the purchasing process. Implementing partial
change as of adopting new marketing and promoting efforts for changing purchasing and
consumer behaviour for addressing users needs. With analysing key issues as for changes, the
organizational culture, its power and various conflicts impacts the changes and its
implementations processes. Furthermore, key drivers of changes are mainly including the
political, technological driver, social drivers, environmental and economical divers impacts as
change management processes in the company. This has also provides details of measures of
managing the organizational change with reflecting of the issues by engaging employees.

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10 best organisational change management strategies .2022.
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