Analysing Change Management at Amazon - Leading Organisation Module

This report provides an in-depth analysis of Amazon's organizational structure and its internal and external strategies, focusing on the company's innovative approaches and key factors contributing to its global success. The report highlights significant changes, such as the transformation of its business processes and the introduction of innovative products like Amazon Cloud and Alexa. It discusses the drivers behind these changes, including market segmentation strategies and the implementation of AI-based customer service. The Transtheoretical model is applied to evaluate the change process, and the report also examines the challenges faced by management during this period. Furthermore, the report explores Amazon's strategic moves, such as its emphasis on small, efficient teams and its approach to understanding consumer perceptions through polls and partnerships. The document is contributed by a student and available on Desklib, which provides a range of study tools and resources for students.

Running Head: LEADING ORGANISATION
Leading organisation
Name of the Student
Name of the University
Author’s Note

1LEADING ORGANISATION
Executive Summary
The report aim to analyse the organisational structure and that of the internal as well as the
external aspects of the chosen business firm. The chosen business firm that will be considered for
undertaking this report is the Amazon business firm. This firm has been one of the pioneer
within the e-commerce platform. This specific business firm has been serving the economy with
the various range of products offerings. Within this specific report the sole objective will be to
analyse the innovational strategy that is being undertaken by the firm and the measure of its
success and the key factors for which the company is addressed as one of the globally recognized
qualitative business body. One of the author proposes that it is the innovational move of the
concerning business unit that always make it to place themselves within the top rival market
position, as such that there are a number of innovational products offering that is made proposed
by the firm on an continuous basis. Besides, the author supported its statement by stating that it
is the efforts that they make towards always making a new product available within the
consumer market. On the other hand, this specific author claims that there is the goodwill and
brand equity that stays within the hand of the concerning firm that helps the firm to gain major
proportion of the consumer market. They do not aim towards making any necessary changes it is
the time and the brand-equity that they has formulated over the period of time. This helps the
concerning business firm to sustain its position within the consumer market.

2LEADING ORGANISATION
Table of Contents
Introduction......................................................................................................................................3
A concise background of the company:.......................................................................................3
Describe a major change that had taken place:............................................................................3
Discussion........................................................................................................................................4
Critically discuss the drivers for this change that influenced the change:...................................4
Describe how the change process was implemented:..................................................................5
Apply a suitable model of change that was used:........................................................................7
Critically evaluate the change, and describe what steps were taken into to ensure a smooth
transition for the change:...........................................................................................................10
Analyse the factors that the management had to cope with during the process of change:.......12
Recommendation & Conclusion....................................................................................................14
References......................................................................................................................................16

3LEADING ORGANISATION
Introduction
A concise background of the company:
According to the official website of Amazon (Amazon.com, 2019), the company provides
a wide range of product offering this product offering ranges from that of the consumer products
to that of the electronic commodities, and that of the house appliances. Besides, they make a
number of efforts towards introducing an innovational product such that the company operates
on an e-commerce platform in order to make the desired product available within the point of the
consumer position. The concerning business firm at the first glance started with the offering of
books, music CD’s, and much more. Later, gaining pace within the consumer market the
concerning firm brought about a revolution by selling products online.
Their products offering comprises of smartphones, TV, motor parts, clothes, appeals, and
much more. Their innovational strategy was to make all the products available by means of e-
commerce platform for which the consumer has to go physically into different shops located
within the different destinations. The company has originated from its domestic country that is
the America (Bansal et al., 2014). It is located in the region of Seattle, located in Washington
that focuses primarily upon the e-commerce, cloud computing, and artificial intelligence.
Amazon is the largest e-commerce marketplace and cloud computing platform in the world as
measured by revenue and market capitalization. The CEO of the company is addressed as the
Jeff Bezos.
Describe a major change that had taken place:
One of the major change that the company has undertaken is the entire transformation of
its business process. Moreover, they have introduced some of the innovative products that are

4LEADING ORGANISATION
successful in capturing a major proportion of the consumer market. On the other hand, upon the
success of such products there are some of the rival firms that are making a number of efforts
towards the introduction of the same commodity with the intention that they will be able to
penetrate the market with a huge revenue earning. Some of the innovative products comprises of
the Amazon cloud and internet based AI bot that is addressed as the Alexa (Bogue et al., 2016).
Besides, the business firm makes another innovation within its business process by making use
of the market segmentation concept such that the market classifies the entire consumption market
into two broad categories that is prime and non-prime users. Both has its own pros and cons that
will be well elaborated within the discussion section of this very report.
Discussion
Critically discuss the drivers for this change that influenced the change:
The major drivers of change are the products that is currently being made available by the
concerning business firm. Besides, the market segmentation such as that of the prime and non-
prime members. According to the classification of prime members. This set of members has the
availability that is the advantage to get the desired product available within the single delivery
day. On the other hand, the use of the reward point that is especially introduced for the prime
member section is one of the key factor that more of the consumer are shifting towards making
use of the prime features (Confalonieri et al., 2014). On the other hand, they make available the
use of the wallet system such that the desired registered consumer can avail the desired products
without arriving within the internet banking page they can make payment by making use of their
respective wallet that I attached with that of the official Amazon account.

5LEADING ORGANISATION
On the other hand, they make use of the AI based chats to communicate with that of the
concerning clients those who might be having any issue in regard to the consumed products.
Besides, the chats bots are based upon the AI platform that enables the business to track the
concerning issue along with that of the user location. This make the concerning business firm to
gain advantage in terms of making the consumer satisfied with regard to their issues. Besides, the
firm is having competitive advantage over the other rival business firm because of the brand
goodwill that is being generated with a long term business activities and because of the
innovation that is being introduced on a constant basis.
However, it is the effort and that of the vision of the CEO of the concerning business
firm, it is the strategy of the CEO to make the development team and the marketing team, and the
working team short in numbers. The CEO of the company that is the Jeff Bezos make use of the
marketing theory which is based upon the two pieces of the pizza slice. It is the belief of the
CEO that the individual working peer groups should be such that the two slices of the pizza can
be consumed by each of the team. This is an innovation strategic move towards the thinking
process. It is their belief that the conflict among the peer group is one of the primary reason for
the failure of the business undertakings. Sometimes, the peer groups are not comfortable to share
their issues that are being face at the current position for which they make a number of efforts for
hiding the issues that is being faced by the firm (Stone et al., 2018).
Another key factor for the formulation of the innovational strategy is the introduction of
the cloud computing system that is provided by amazon. Besides, the business firm has been an
innovational body for the innovation introduction within the computing industry. All this has
been possible because of the vision that stays in the favour of the concerning business firm.

6LEADING ORGANISATION
Describe how the change process was implemented:
Amazon understood the dynamic changes that exists within the consumer market. They
undertook poll and voting session by means of internet. On the other hand, they setup booth
station at various locations in order to understand the different consumer perceptions and that of
their expectation from the concerning business firm. They give primary focus on their back team.
Their back is further divided into sub-team that is entirely indulged into development of the new
commodities. On the other hand, they make use of the professional IT experts that are very
qualitative in regard to the knowledge. This qualitative IT team is very professional (Brienen et
al., 2015).
Besides, one of their strategic move is to launch a prototype of the product in order to
check the consumer feedback in regard to the commodities. The new prototype formulated is
being checked within the consumer market by means of free trails and events. Amazon
participates into the big events and promotional events with the objective to understand the
strategic move as of their rival firms and to understand their position in comparison to that of
their rival firm’s position.
On the other hand, Amazon forms partnership in short projects with that of the rival
business firm to gain more skills and expertise in regard to the visionary objective as of which
commodity to be launched within the consumer market. This short projects helps the firm to
understand the area of sill gaps that exists within the concerning firm. Thus, the firm makes a
number of efforts towards eliminating this skill gaps and making it more efficient in regard to the
business operations. Besides, the communication that is being formed among the peer groups
helps in the development process of the individual groups.

7LEADING ORGANISATION
Besides Amazon in terms of its internal environment makes use of strict set of standard
rules and policies that is to be strictly followed by each of the individual working employees.
Besides, there is a separate focus group that on a constant basis monitors and tracks the
movement of the individual bodies. This focus groups reports to the top authorities in case any
kind of breach rules. This body on the other hand, identifies the requirement of the individual
employee in regard to the work place. There is strict set of HR policies that is being maintained
by the concerning business firm (Addepalli et al., 2014).
Apply a suitable model of change that was used:
The Transtheoretical model was undertaken for the further improvement of the
concerning business firm. This specific model comprises of the six steps they are as follows:
Pre-contemplation
Contemplation
Preparation (Determination)
Action
Maintenance
Termination
Each of the different elements of the model is oriented with the achievement of the different
objectives they are as follows, Pre-contemplation is concerned with that of the individual peoples
do not make a number of efforts towards the betterment of the future workplace. This stage is

8LEADING ORGANISATION
more of composed with the fact that the individual concerning person is not aware of the fact that
to what extent their deeds and efforts are creating harm within the organisation.
The next stage of change is composed of the Contemplation, within this specific stage the
individual understand that there is a need to make efforts for the betterment of the organisation
and for the betterment of the individual person. For which they notice their efforts and try to
make a number of efforts for overcoming such area of issues. On the other hand, they recognize
their activities that results in conflicts for which they try to overcome such issue in the nearby
future (Prochaska et al., 2015).
The third stage of change us composed with that of the Preparation (Determination),
within this specific stage, the individual persons begin to take initiative they begin to take actions
within the next 30 days. Slowly gaining the pace they undertake steps to make a small change.
Gaining a small amount of change they shift towards the attainment of another set of changes.
This process continues to go on until the desired improvement is further achieved.
The fourth stage, is concerned with of the Action, within this specific stage the required
change is observed (defined as within the last 6 months), and that there is furthermore efforts that
is been given by the individual person with the sole objective of the attainment of the required
changes. On the other hand, they intend to keep moving forward with a positive change.
However, people may exhibit this by modifying their problem behaviour or acquiring new
healthy behaviours.
The next stage is addressed as the maintenance stage, within this specific stage people
have sustained their behaviour change for a while (defined as more than 6 months) and intend to

9LEADING ORGANISATION
maintain the behaviour change going forward (de Menezes et al., 2015). People in this stage
work to prevent relapse to earlier stages.
Lastly, there comes the final stage that is addressed as the Termination, within this
specific stage individual concerning people have no desire and interest as of to return to their
unhealthy behaviours and are sure they will not relapse. Since this is rarely reached, and people
tend to stay in the maintenance stage, this stage is often not considered in health promotion
programs.
The stages of
change model
Preparation
(Determina
Contemplation
Pre-contemplation
Termination
Maintenance
Action
Enter
Exit & Re-entry at any point of the stage
Figure: The change model
Source: Created by the researcher

10LEADING ORGANISATION
For the sole purpose of progressing through the different individual stages of change, people
applies cognitive, affective, and evaluative processes. Besides, the ten processes of change have
been addressed with that of the processes being more relevant to a specific stage of change than
other processes. These processes result in strategies that help people make and maintain change.
 Consciousness Raising
 Dramatic Relief
 Self-Reevaluation
 Environmental Reevaluation
 Social Liberation
 Self-Liberation
 Helping Relationships
 Counter-Conditioning
 Reinforcement Management
 Stimulus Control
Critically evaluate the change, and describe what steps were taken into to ensure a smooth
transition for the change:
A professional expert was set up to understand the movement of the individual working
peer groups. This experts were psychological experts and that of the organisational HR experts.
Besides the concerning business firm made use of their individual consumer feedback to groom
the internal employees and that of the business undertakings. On the other hand, the use of the IT
applications were undertaken to measure the metrics with that of the other metrics. Besides, the

11LEADING ORGANISATION
use of the statistical graph was under taken to measure the effectiveness of the changes and the
level to which the changes were observed.
The use of the organisational theory such as that of the Maslow’s theory was undertaken in order
to study the different individual employees of the organisation. On the other hand, speaking in
terms of the internal structure each individual week a joint session is being conducted with the
presence of the top authorities and that of the professional in order to understand the changes and
to bring out any challenges or difficulties that is being faced by the concerning business firm
(Enzmann et al., 2014).
The use of the different feedback were undertaken that were available from within their
official website, they were given primary focus. Each of the statement of the consumer s were
brought into focus and was studied with the presence of the experts in regard to the fact that what
is the reason for the dissatisfaction of the consumers along with that of the reasons for the
satisfaction of the consumers. This feedback were later, arranges in a specific segment and
compared with that of the different segment in order to measure the extent of responses. Besides,
the use of the tele-calling was being undertaken with that of the potential consumers who are
addressed as the loyal consumers of the company. They were given utter importance as their
value matter. Their difficulties or issues that they have faced with the concerning firm was
studied thoroughly. Each of the responses helped in gaining a positive feedback for the
improvement in performance of the concerning individuals among the organisation.
On the other contrary, speaking about the external factors of the concerning business firm
much of the promotional activity was conducted in order to raise brand awareness. The use of the
digital marketing platform is being undertaken to reach the bulk of the consumers at a glimpse of

12LEADING ORGANISATION
click. On the other hand, the use of the digital ads by means of apps are being made for the
exposure to the market. The use of the organic ads as well as that of the paid ads has been
undertaken to take the promotional activity to the next level and to penetrate the consumer
market.
Analyse the factors that the management had to cope with during the process of change:
The management has to go through a number of challenges that were a resulting factor as
of internal and that of the external. On the other hand, there was huge occurrence of the cost in
making the necessary organisational changes. This cost sometimes exceeded the predicted or the
assumed cost. Besides, the use of the professional experts was one of the challenging factors for
the organisation. As making use of the professional experts is not an easy task, it has took a
number of days for finding the suitable HR labour force for the concerning organisation. Besides,
the use of the HR experts in the field of making the other concerning employee’s professional
was very competitive because sometime the HR was not able to figure out the organisation
defaults that exists in the present time (Cummings et al., 2014).
They also had to analyse the internal as well as the external aspects of the business
environment for a longer period of time. Fir which much of the time along that of the cost has
been incurred. Besides, the use of the IT applications for the ease of the focus group was also a
challenging factor for the firm, there are various software and applications available to measure
individual performance by means of assigned number. There lies a question in regard to the fact
that which of the desired application or software would be more feasible is one of the concerning
question for which much of the time and cost was again evolved for measuring the effectiveness
of each of the applications and software.

13LEADING ORGANISATION
On the other contrary there was a challenge in regard to the internal employees of the
organisation, it was found that the employees of the organisation has some issues among the
individual peer groups, it is not possible to understand the reason for their personal conflicts as
majority of the individuals were not comfortable in stating the reason for their conflicts. For this
again much of the time has been beared by the organisation in order to understand the individual
employee of the organisation.
However, there were other external issues too, the cost that is incurred in making use of
the digital marketing platform is one of the key challenging factor for the organisation.
Moreover, it is to be decided which specific ad campaign to make use of is another challenging
factor. Besides, there is a requirement of another set of team for maintenance the movement that
is being going on within the internet platform. For this again the extra time and cost has been
incurred for the concerning business firm. There are various marketing campaign that is being
tailor made to attract the interest of the consumers. besides, which o the marketing campaign will
be suitable is another concerning factor for which much of the time and cost again took place for
the analysis and research purpose. However, this research and development activity was carried
out with that of the manual labour work force.
Besides, the management has to ensure always that the breach of confidential data does
not take place at any point of time because the breach of the confidential data may lead to the
failure of the business undertakings of the business. For this much of the organisational policies
has been formulated and designed keeping view the security of the concerning business firm. On
the other hand, on a constant basis the company has to go through the entire business
undertaking on a daily basis and make sure that the entire business undertakings are carried on in
a legal manner.

14LEADING ORGANISATION
Besides, there is a requirement for the corporate to have a concern towards the
environment for which they need to make a number of efforts for the sustainability of the
environment. Again the business firm has to plan and design its business model that should be
separate in comparison to that of the previous working style (Nohria et al., 2017). This entire
modification is dome to make sure that the business undertakings does not affect the external
environment much. It is the sole responsibility of the any concerning business firm to denote its
CSR towards the environment. Amazon has made use of a number of efforts to impart its interest
and contributions towards the environment.
Recommendation & Conclusion
However, taking into consideration the above analysis that has been taken place. It seems
like the firm has been facing a number of challenges in the coming era of time. However, there is
an immense criteria for the firm to improve its internal as well as the external environment in
order to introduce innovation within the business undertakings. Taken into account the past
performance of the firm it is observed that the firm has been a major pioneer for the introduction
of
Finally give your opinion whether you agree or disagree how the change was
implemented, with the necessary justifications, and choose an area that you would have handled
differently.
Thus, it can be concluded that yes, the steps that has been undertaken by the concerning
firm is justifiable and should continue to make more number of efforts for sustaining the
corporate firm. On the other contrary there has been increasing number of rival firms in the
consumer market. Hence, there is huge chances that the competitive advantage of one firm will

15LEADING ORGANISATION
leave behind the other rival firms. On the other contrary, speaking about the external factors of
the concerning business firm much of the promotional activity was conducted in order to raise
brand awareness. The use of the digital marketing platform is being undertaken to reach the bulk
of the consumers at a glimpse of click. On the other hand, the use of the digital ads by means of
apps are being made for the exposure to the market. The use of the organic ads as well as that of
the paid ads has been undertaken to take the promotional activity to the next level and to
penetrate the consumer market.
The use of the different feedback were undertaken that were available from within
their official website, they were given primary focus. Each of the statement of the consumer s
were brought into focus and was studied with the presence of the experts in regard to the fact that
what is the reason for the dissatisfaction of the consumers along with that of the reasons for the
satisfaction of the consumers. This feedback were later, arranges in a specific segment and
compared with that of the different segment in order to measure the extent of responses. Besides,
the use of the tele-calling was being undertaken with that of the potential consumers who are
addressed as the loyal consumers of the company. They were given utter importance as their
value matter. Their difficulties or issues that they have faced with the concerning firm was
studied thoroughly. Each of the responses helped in gaining a positive feedback for the
improvement in performance of the concerning individuals among the organisation.

16LEADING ORGANISATION
References
Addepalli, S.K., Moghe, A.K., Bonomi, F., Girardot, M.J.P. and Thubert, P., Cisco Technology
Inc, 2014. System and method for internal networking, data optimization and dynamic
frequency selection in a vehicular environment. U.S. Patent 8,705,527.
Amazon.com. (2019). Amazon.com: Free Shipping by Amazon - Malaysia & Brunei / Asia:
Books. [online] Available at: https://www.amazon.com/Malaysia-Brunei-Free-Shipping-
Amazon-Asia/s?rh=n%3A16803%2Cp_76%3A1250218011 [Accessed 28 Apr. 2019].
Bansal, P. and DesJardine, M.R., 2014. Business susta
Bogue, R., 2016. Growth in e-commerce boosts innovation in the warehouse robot market.
Industrial Robot: An International Journal, 43(6), pp.583-587.
Brienen, R.J., Phillips, O.L., Feldpausch, T.R., Gloor, E., Baker, T.R., Lloyd, J., Lopez-
Gonzalez, G., Monteagudo-Mendoza, A., Malhi, Y., Lewis, S.L. and Martinez, R.V.,
2015. Long-term decline of the Amazon carbon sink. Nature, 519(7543), p.344.
Christensen, C.M., Raynor, M.E. and McDonald, R., 2015. What is disruptive innovation.
Harvard Business Review, 93(12), pp.44-53.
Confalonieri, U.E., Margonari, C. and Quintão, A.F., 2014. Environmental change and the
dynamics of parasitic diseases in the Amazon. Acta tropica, 129, pp.33-41.
Cui, B., Mei, H. and Ooi, B.C., 2014. Big data: the driver for innovation in databases. National
Science Review, 1(1), pp.27-30.
Cummings, T.G. and Worley, C.G., 2014. Organization development and change. Cengage
learning.

17LEADING ORGANISATION
DaSilva, C.M. and Trkman, P., 2014. Business model: What it is and what it is not. Long range
planning, 47(6), pp.379-389.
de Menezes, M.C., Mingoti, S.A., Cardoso, C.S., de Deus Mendonça, R. and Lopes, A.C.S.,
2015. Intervention based on Transtheoretical Model promotes anthropometric and
nutritional improvements—A randomized controlled trial. Eating behaviors, 17, pp.37-
44.
Demirkan, H., Spohrer, J.C. and Welser, J.J., 2016. Digital innovation and strategic
transformation. IT Professional, 18(6), pp.14-18.
Dolata, U., 2017. Apple, Amazon, Google, Facebook, Microsoft: Market concentration-
competition-innovation strategies (No. 2017-01). Stuttgarter Beiträge zur Organisations-
und Innovationsforschung, SOI Discussion Paper.
Drucker, P., 2014. Innovation and entrepreneurship. Routledge.
Durst, S., Mention, A.L. and Poutanen, P., 2015. Service innovation and its impact: What do we
know about?. Investigaciones europeas de dirección y economía de la empresa, 21(2),
pp.65-72.
Enzmann, D.R. and Feinberg, D.T., 2014. The nature of change. Journal of the American
College of Radiology, 11(5), pp.464-470.
Foss, N.J. and Stieglitz, N., 2014. Business model innovation: the role of leadership.
Hinterhuber, A. and Liozu, S.M., 2014. Is innovation in pricing your next source of competitive
advantage?. Business Horizons, 57(3), pp.413-423.
Jaruzelski, B., Staack, V. and Goehle, B., 2014. Proven paths to innovation success.
Love, J.H. and Roper, S., 2015. SME innovation, exporting and growth: A review of existing
evidence. International small business journal, 33(1), pp.28-48.

18LEADING ORGANISATION
Markovitch, S. and Willmott, P., 2014. Accelerating the digitization of business processes.
McKinsey-Corporate Finance Business Practise, pp.1-4.
Nambisan, S., Lyytinen, K., Majchrzak, A. and Song, M., 2017. Digital innovation management:
Reinventing innovation management research in a digital world. Mis Quarterly, 41(1).
Nohria, N., 2017. Fast forward: The best ideas on managing business change. Business Review,
9, p.10.
Pisano, G.P., 2015. You need an innovation strategy. Harvard Business Review, 93(6), pp.44-54.
Prochaska, J.O., Redding, C.A. and Evers, K.E., 2015. The tran
Ritala, P., Golnam, A. and Wegmann, A., 2014. Coopetition-based business models: The case of
Amazon. com. Industrial Marketing Management, 43(2), pp.236-249.
Seybold, P.B., 2014. Outside innovation. HarperCollins e-books.
Stone, B., 2018. Der Allesverkäufer: Jeff Bezos und das Imperium von Amazon. Campus Verlag
GmbH.
Tregear, R., 2015. Business process standardization. In Handbook on Business Process
Management 2 (pp. 421-441). Springer, Berlin, Heidelberg.
Varia, J. and Mathew, S., 2014. Overview of amazon web services. Amazon Web Services, pp.1-
22.
Waller, S.W. and Sag, M., 2014. Promoting innovation. Iowa L. Rev., 100, p.2223.
Welch, A., 2015. A cost-benefit analysis of Amazon Prime Air.