Organisational Learning and Change Report: Amazon Case Study Analysis

This report provides an in-depth analysis of organisational learning and change, focusing on the case of Amazon. It begins with an introduction to the company, followed by internal and external analyses to identify areas requiring change. A literature review explores change management theories, specifically the lean change management framework, which is then applied to evaluate potential change strategies. The report offers recommendations for the most suitable strategies, including communication sessions, incentive plans, and democratic leadership approaches. It also addresses resource requirements for implementation and concludes with a summary of the findings. The report emphasizes the importance of adapting to change within the e-commerce industry, focusing on leadership challenges, HR changes, and the evolving demands of consumers and suppliers. The analysis includes an examination of Amazon's business strategies and its customer-centric approach.

Running Head: ORGANISATIONAL LEARNING AND CHANGE
Organisational learning and change
Name of the student
Name of the university
Author’s note

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Table of Contents
1.1. An introduction to the organisation..........................................................................................2
2.1. Internal and External analysis of the organisation to identify the areas that requires change..3
3.1. Literature review (overview of the change management theories or frameworks)..................4
4.1. Evaluation of possible change strategies that are required to improve the situation................7
5.1. Recommendations of the most suitable strategies....................................................................9
6.1. Requires resources for implementing the identified suitable strategies.................................10
7.1. Conclusion..............................................................................................................................11
References......................................................................................................................................12

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1.1. An introduction to the organisation
The chosen firm for the discussion of the topic is Amazon. In terms of its business
activities, the firm is one of the leading e-commerce firms within the region of the e-commerce
platform. On the other hand, the firm started with the selling of books at first glance. However,
the firm is operating to sell the products and commodities on an online basis to penetrate the
consumer market (Amazon.com.au, 2019). It owner is addressed as the Jeff-Bezos. His one of
the personality that is one of the primary reason for the success of the firm. However, there have
been many several issues within the firm, but the firm can tackle them with the joint
contributions of each of the concerning employees. Speaking in terms of the leadership
challenge, the firm has been facing several challenges such as that of the leadership challenge.
However, shifting towards the e-commerce platform is not a very easy task it requires a
lot of marketing strategy and that of professionalism. On the other hand, there is a diversified
segment of consumers that demands the products from different regions of the country. To
maintain them on a real time basis, a separate back team is required along with that of the
number of sub-departments. The number of rival firms and that of their competitive advantage is
also required to be taken care of (Amazon.com.au, 2019).
Jeff-Bezos makes use of two Pizza rule within the internal environment of the
organisation. He believes that each of the working theory should be divided into a small group
such that any internal conflicts or ego can be eliminated. On the other hand, it is that when the
teams are in small groups, each of the individuals contribute equally to the ideas, concepts, and
innovational strategies. Besides, they believe that to manage a bigger team, separate back team

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management is required. The cost will be incurred in tracking and monitoring the activities of
each peer groups and that of the concerning individuals.
Speaking in terms of the external environment of the organisation, the corporate-level
strategy of Amazon considered being eloquently in terms of their visionary and that of the
mission statement, “We seek to be Earth’s most customer-centric company for three primary
customer sets: consumer customers, seller customers and developer customers”
(Amazon.com.au, 2019). Taking into the overall perspective, the concerning brand Amazon.com
aims to do anything and be everything that the potential consumers, sellers, and developers want
to. It is the vision of the concerning firm for which Amazon.com brings all the three underneath
one umbrella, and spits out the same result. They all walk away from Amazon.com with the true
e-commerce experience. Speaking in terms of the business level strategy, they make use of the
four diversifying portfolio categories.
Along with that, they also focus on their e-commerce using third party selling,
infrastructure Technology that makes use of the cloud computing Technology, and that of their
very own Kindle department. The belief of the manager and that of Jeff-Bezos that the
concerning business from Amazon is a technology-oriented business firm at the priority. The
second priority of the business two more enhance is technological expertise to bring about in
hike up in sales. The hike up m is regarding the product offerings and that of the services which
have the potential to obtain the satisfaction of the consumers and to yield a profitable revenue.

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2.1. Internal and External analysis of the organisation to identify the areas that requires
change
It was found that there required changes in terms of the peer team groups and that of the
individual department teams. It was also observed that the local suppliers of the market have an
increasing demand over the period of time for which attention of the top management is required
to eliminate any hike within the demands in the coming era of time. Besides, there is a
requirement of the changes within the HR department as well because within the internal
organisation much of the conflicts takes place among the potential and that of the professional
clients (Cummings et al., 2014).
However, there were many other issues, but the major area of concern was regarding the above
mentioned facts. This area was one of the reasons for the occurrence of the minor issues that
used to takes place within the organisational premises. The necessary changes are required to be
introduced within the department of the HR, middle-level management and that of the
operational department.
3.1. Literature review (overview of the change management theories or frameworks).
Lean change management framework, this framework is being undertaken to understand
the dynamic changes that take place within the organisational premises. Within this specific
framework there comes the create urgency, next comes the step to formulate a powerful
coalition, then comes the vision for the change, then comes the communication for the vision,
then comes the removal of the obstacle, creation of the short term victory’s, build on the change,
and last comes the change within the corporate culture (Maskell et al., 2016).

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This lean change management helps to understand the dynamic nature of the business
environment in various aspects such that each of the aspects has its advantage and that of the
disadvantage. This helps in the rectification of the area of default in which the error took place.
However, there is a need to have specific attention to these obstacles. The use of this framework
is being undertaken to eliminate the issues that are being found within the internal environment
of the organisation.
Create urgency- This stage is composed of making each of the employees aware regarding the
adaption of the necessary changes within the organisational premises and on the other hand,
making them aware regarding the set of utilities that will be gained if each of the employees
contributes positively towards the common goal criteria. When the employee, along with that of
the management team gets aware regarding the objective of change, a major proportion of the
individual, will propose to achieve this change. By looking upon them the nearby employees and
the management will make efforts to adapt towards the necessary changes.
Formulate a powerful coalition- this stage is composed of the efforts that are being undertaken
to introduce a new set of the strategic moves and responsibilities along with the set of the
activities that are required to be carried out by each of the operating individuals within the
organisational premises.
Vision for necessary change-This step is more concerned with that of the visionary objectives
and aims. This is the stage which outlays the importance of making the individual employees and
that of the management feel the same vision that is being perceived by the top management
officials. The top management should aim to make aware of what will be the coming era of time
if the necessary changes are being implemented. The change in the HR policy, the change in the

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peer groups of employees and much more changes will lead to a positive business environment
(Charron et al., 2014).
Communication for the vision: there lies a need to make the communication in fluent, taking
into consideration the present scenario of the organisation. The communication will be
formulated, that will yield the below activities:
- Within the HR team, it will outlay as of the various flow of the authority in which the
changes have been made. This HR team will be further divided into three broad segments they
are the top, level middle level, and that of the lower level team. However, the middle-level HR
team will act as a focus group to address the changes organisation environment. The middle-
level HR team will report to the top level HR team.
- The peer group will be subdivided into mini peer group such that each of the team will be
composed of about 3-4 members. The reduction in the member strength will help in the
elimination of any chaos that takes place within the organisational premises. On the other hand,
it will help in the focus activity.
- Speaking in terms of the local; suppliers of the firm. There has been an increasing
demand regarding their personal needs. However, management focuses on fulfilling their needs.
The management has been introducing several incentive plans to attract the interest of the unions
and that of the workers. This incentive plan has also been introduced for the employees of the
organisation firm.
Removal of the obstacle- This stage is more composed with the elimination of the obstacles that
exist in the present era of time within the organisational premises. On the other hand, this
obstacles will be broadly discussed within the eye of the each concerning employee to make
them aware so of the major reason for the case of this issues (Charron et al., 2014). This issues

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will be taken care of by the top management team, and that will be supported by the information
and data’s as provided by the middle-level management team. On the other contrary, the lower
level HR team will be accountable for the elaboration of this specific set of the issues. Besides,
the lower management team will undertake a communication session to convey meaningful
information’s as of how this obstacle can be tackled and try to motivate the employees to
undertake the necessary changes.
Creation of victory- This stage is more of composed of introducing the key points such as
setting up of the small performance met ices and making the each of the individual employees to
contribute together for the achievement of this small series of the task. There is an immense
requirement to understand the importance of focusing on short term goals, by achieving the short
term goals in overall contributions at the team the who organisation will be successful in
achieving long term business objectives as formulated in the planning stage of the business
process (Charron et al., 2014).
Figure: Change framework
Source: (MindTools.com, 2019)

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4.1. Evaluation of possible change strategies that are required to improve the situation.
The set of strategies that is required is as follows:
 Formulate a communication session jointly to address the whole organisation and the present
scenario of the business context.
 Bring the formulated plans in the eye of the employees to make them aware of the emergency
state.
 Introducing an effective incentive plan that entices the interest of the individual concerning
employee and that of the workers of the organisation (Cummings et al., 2014).
 Changes in the working style that is the adaptation of democratic kind of leadership will be
undertaken in which the advice and the voice of the employees along with that of the
employees will be heard and given importance irrespective of any department any position.
This will help in gaining the faith of the employees and those of the workers. This will keep
them motivated and work together towards the achievement of the changes that are being
planned.
 There will be a periodic change in the set of activities and duties and responsibilities that are
required to be carried out by the concerning employees. This will help in the better
understanding of the extent of the burden that stays in the hand of the individual
employees.The limited flow of authority, the flow of authority should stay within the few
hands of the management team such that any unnecessary activity or act can be eliminated.
On the other hand, the accountability of reporting for each of the activity is to be included
such that minor of the minor issues can be rectified and can be dealt with in the possible time
(Hill et al., 2017).

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 There is a need to recruit champions for this the stress on the lower level HR department is to
be lowered, but the burden should stay within the middle-level HR team. Obtaining a
qualitative employee is not a task of one single day. Besides, it is the ability of the HR team
professional to identify the right set of prospects.
 Policies and rules of the organisations continuously is required to be changed. This is to
make sure that the employees fall in the right path of the track as per the formulated business
objective.
5.1. Recommendations of the most suitable strategies.
Achieving success is one of the biggest areas of concern that is being faced by modern
organisational firms. Much of the research has been taking place to identify the best of the
strategic moves. However, in most of the cases, it fails because of the proper implementation of
the desired set of strategies that are required. The use of the 10 basic sets of principles will be
undertaken; they are as follows:
 Leading with the culture- One of the famous personality who is the chief executive of IBM
Lou-Gerstner claimed that corporate culture is the primary most important thing that is
mainly responsible for the harmony within the organisational premises. It is the culture that
makes the undesired individual act towards the achievement of the desired goals by looking
upon the other nearby working employees. A higher set of motivation takes place that makes
the employee motivated enough to start working (Aldred et al., 2014). Another factor is the
achievement; it is the thirst of not only the organisation but of the individual employees and
the workers as well. It is their hunger for the success in their carrier growth for which they
observe the qualitative personalities of the employees and tries to figure out how to achieve
the same or the higher setoff values that the concerning subject.

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 Beginning from the top hierarchy- It is essential to keep the employees engage within each
and every level of the organisational department. Hence for this, the change management
initiative takes place from the top most hierarchy level along with a committed and well-
aligned group of executives strongly supported by the CEO. This alignment can’t be taken
for granted. Rather, work must be done in advance to ensure that everyone agrees about the
case for the change and the particulars for implementing it.
 Making use of the participation of the each of the organisational layer-Most of the
strategic planners and that of the leaders fails to understand the extent to which the frontline
and that of the middle-level individuals can undertake a change initiative. The path becomes
much easier if they are given priority. The individual from that of the frontline is considered
to be richer in terms of the knowledge their knowledge can be of qualitative means in
undertaking necessary changes within the organisational premises (Irawanto et al., 2015).
6.1. Requires resources for implementing the identified suitable strategies.
 The use of the external professional will be undertaken to make the changes within the
organisational premises. However, this party will act upon the agreement.
 The use of the focus group to notice the movement within the internal premises and to take
their recommendations in undertaking any specific changes.
 Avoid the essence of multi-tasking for the individual or department that is facing huge
pressure, reduction of the pressure will be undertaken to observe the movement of the
department and that of the employees as of whether any changes have been taking place in
the work process.
 Formulation of the planning chart, this chart will introduce the set of the duties that are being
planned to carry out by any specific department and the changes in terms of authority and

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responsibilities that have been made. On the other perspective, this plan will outlay the
financial and that of the operational activity jointly to make them aware as of the cost
involved in the specific business activity and the limited amount of resources that stay within
their hands (Grant et al., 2016).
 The use of the timeline, this timeline will provide a base for the formulated plan. This
timeline will outlay the various set of the activities and key functions along with the time
frame. The main focus should be upon the time. Making use of the time frame will make the
middle level and top management team ensure that their business criteria’s are being carried
out as per the formulated plans.
 An operational team composed of about three members, these members will be for a short
time period. They will observe the activities that are going on, this issues will be taken care
of by the top management team, and that will be supported by the information and data’s as
provided by the middle-level management team. On the other contrary, the lower level HR
team will be accountable for the elaboration of this specific set of the issues (Grant et al.,
2016). Besides, the lower management team will undertake a communication session to
convey meaningful information’s as of how this obstacle can be tackled and try to motivate
the employees to undertake the necessary changes.
7.1. Conclusion
Thus, it is being concluded that change management is only possible within the
organizational premises upon the introduction of proper planning and that of the management
body vision. However, there are many issues that take place within the organizational premises
over the period of time, and these issue keeps on changing with the change in time. It is a never-
ending process. However, there are a number of preventive measures that can be undertaken