Organizational Change Management: BBC Worldwide Case Study Report

This report analyzes the organizational change implemented at BBC Worldwide, focusing on the transition to a 'One BBC' structure to meet global customer demands. The report examines the necessity of change, driven by market opportunities and competitive pressures, and explores the forces influencing this transformation. It utilizes Greiner's model to diagnose potential crises and identifies the crucial role of leadership in managing change, including communication and decision-making. The analysis further evaluates models and theories to gain stakeholder support, detailing the impact on employees, the CEO, and customers. The report also addresses the development and implementation of a strategic change plan and analyzes the benefits, including how the change can be sustained, providing a comprehensive overview of the change management process within BBC Worldwide.

MANAGING CHANGE

Table of Contents
INTRODUCTION.......................................................................................................................................3
CASE SUMMARY.................................................................................................................................3
TASK 1.......................................................................................................................................................3
Analyse situation where organizational change is necessary and what has to be changed.......................3
TASK 2.......................................................................................................................................................7
Evaluate different models, theories and concepts of how process of change should led to gain support
of those who involved or affected by change...........................................................................................7
TASK 3.....................................................................................................................................................10
Justify approach to be used for change process and develop strategic plan for its implementation.......10
TASK 4.....................................................................................................................................................14
Implement change process and analyze benefits including how change will become sustainable.........14
CONCLUSION.........................................................................................................................................15
REFERENCES..........................................................................................................................................17

INTRODUCTION
Managing change refers to conversation between the people who expect changes and the
people who lead efforts of changes. In this an organization is focus on managing emotional
connection to the people who involved in changes so that transformation can be done effectively
(Carnall, 2018) . This report is based on BBC worldwide that undertake several frameworks to
implement change successfully. It includes identification of situation where change is necessary
along with implementing models and theories to implement changes effectively.
CASE SUMMARY
BBC Worldwide is a leading content company that highly supports public services and
enhances their return by ensuring that it meets all requirements of customers while maintaining
BBC standards and values. There are around 1800 employees who are working worldwide in
two parts that is WEx and GLT but to fulfill demands of customers globally both these parts are
aligned to being “One BBC”. Now company focus on implementing change in relation to
structural reorganizational but it is quite disruptive for employees who are working within
organization. Due to which issues related to unproductive work slow working are to be faced to
resolve this issues BBC focus on adopting effective cultural and leadership style so that changes
related to structural reorganizational can be done successfully.
TASK 1
Analyse situation where organizational change is necessary and what has to be changed
Managing organizational change
Organizational change defines to those when one company make a transformation from
its current state to get desired future state. Managing organizational change refers to an activity
of planning and executing change within a business firm in such a manner that helps in
minimizing employment resistance and overall cost of company. It simple terms it helps in
maximizing the effectiveness of change effort (Ansari, 2019). In terms of BBC Worldwide, they
focus on implementing change so that customers decide what content they consume when and
how in the entire globe. In this company focus on proper planning the change so that employees

are satisfied with it and this helps in retaining them with an organization. Due to this customers
are also satisfied so that firm will generate high amount of profits and revenues in their survival.
Reason for organizational change
There are several reasons of organizational change that are elaborated below:
 Performance gap- In many organization changes are occurred when company wants to
attain aims and objectives along with satisfying organizational human resource needs
(Smith, Skinner and Read, 2020). Due to this organizational change is necessary so that
gap between these are close and firm will attain their targets effectively.
 New technology- When an organization recognized the new advanced technology that is
highly efficient and economic in nature to perform the task appropriately and efficiently
than business enterprise focus on adopting change.
 Identification of an opportunities- It is another reason of change when a company
examine various opportunity in marketplace than they focus on implementing change to
maximize their competitiveness within business industry.
 Merger and acquisition-When a company need to get higher success they create change
in a merger and acquisition manner. But it negatively affects employees of the company
so that performances are also affecting due to slow working.
In terms of BBC worldwide, it is being analyzed that the main reason for adopting change is
new opportunities that are present in market in all over the globe due to which BBC compelled
with structural changes. It is necessary to get high success in international market and being
closer to customers. This helps in enhancing competitiveness within marketplace. To attain
opportunity in global market related to satisfying customers, firm need to focus on becoming a
“One BBC” by restructuring the whole organization and closely aligned two parts that is WEx
and GLT. The main reason for organizational change is identifying new opportunity in
marketplace as it is a content company who offers varieties of services to customers like channel
products, sales and distribution, content and production and many more. The company is
working with the aim of maximizing growth within global market so that they become closer to
customers. In terms of structural change it is to be diagnosed that reason for BBC structural
changes is new opportunities that are present within global market.

Forces of organizational change
There are several forces of change which are based on external and internal forces. In
terms of external forces when firm do changes as per the requirement of business environment
than it is termed as external forces (Hong and et. al., 2019). These are social, cultural,
demographic, political etc. Whereas internal forces are those when changes are done as per the
issues occur within a company that are known as internal forces of changes such as structural
change, issues related to profitability etc. some external and internal forces of change are
demonstrate below:
 Social- In current environment customer’s preferences are changed very frequent that
forces an organization to adopts changes for satisfying customers needs and demands
along with maintaining relation with customers so that long term profits are to be
enjoyed.
 Competitive pressure- Increment in global competition creates major challenge for
company in relation to develop competitive pressure. It forces business enterprise to
change their strategies to ensure global pressure.
 Structural changes- It refers to that change which forces an organization to changes its
strategy for improving profitability to attain cost related advantage (Gendzier, 2019). In
terms of BBC they want to globalize their business to make a “One BBC” for this
company acquire structural change so that objectives are attained on time.
 Resource constraint-lacking of resources is the major change force for the business
enterprise because due to inadequacy of resources firm cannot attain targets and face
major loss in profits and sustainability.
Hence, In terms of BBC worldwide, it is to be analyzed that the major change force is
competitive pressure in international market due to which they focus on adopting structural
change so that objective related to being successful in customers eyes and market is to be
fulfilled. For overcome the issue related to competitive pressure company focus on hiring new
talent so that targets and objectives are attained on time within organizational culture and
environment. In this BBC worldwide restructure their organization where GLT focus on
developing leadership skills and WEx focus on providing something unique to their employees
that reflects best employees of the company in the global platform. In this company announced

to structure reorganization that reflects geographical lines of management. The main aim of
implement the change within organization is to face higher growth and development in
international market that helps in being closed to customers globally.
Greiner’s model that helps in diagnoses the factors that had to be changed in BBC
Greiner model defines the several stages that an organization undergoes when they focus
on growth in size. This model is very effective practice that a business can use because it helps in
recognizing the reasons for issues a growing organization that is likely to be encounter (Wan,
Saade and Wang, 2019). In terms of BBC Worldwide, this model helps in predicting five stages
of crises of growth that are demonstrate below:
 Growth phase: Direction- (Crises of leadership) In terms of BBC Worldwide company
need to do structure reorganization where they need to an effective communication. In
this formal and informal both type of communication is needed (Martinsuo and
Hoverfält, 2018). In this CEO of BBC focus on formal communication by delivering
information regarding BBC reputation, deliver sustainable financial returns and becoming
a world class media company. But due to lacking of informal communication staff facing
the issue of unclear of task requirement, unhappiness etc. This reflects the crises in
leadership within BBC.
 Growth phase: Delegation- In this BBC manager cannot provide right to their staff
members to take participate in decision making process. This de-motivates employees
towards effective working. In this BBC need to be do changes. It shows lack of
Autonomy.
 Growth phase: Coordination-In this BBC Worldwide focus on structural reorganization
where new layers of hierarchy is to be reflected that needs much control (Dick and et. al.,
2018). In this WEx and GLT department are work coordinately that needs full control.
But it is analyses that there is lack of control that needs to be change.
 Growth phase: Collaboration- Due to collaborate working in WEx and GLT within
BBC Company faces the issues in slow decision making that needs to change in company
so that objectives are attained.

 Growth phase: Alliances- In 2013 Tim Cook is the new CEO of BBC that firstly
clarifies the purpose related to become best media company in world. In this company
face change because of informal communication cannot done within staff members.
TASK 2
Evaluate different models, theories and concepts of how process of change should led to
gain support of those who involved or affected by change
Role of leadership in managing change
In successful organization changes depends on leaders, managers and top authority who
directs the staff of company so that they accept change positively (Pyke, 2018). In terms of BBC
Worldwide, company focus on structure reorganization where they aligned WEx and GLT so
that high success can be faced. In this effective leaders highly support success within business
enterprise. In relation to BBC Worldwide andseveral roles of leadership that support in managing
change are presented below:
 Role Model- It is crucial role that leaders play at the time of implementing change. In
this leaders of BBC must demonstrate their attitude and behavior which are expected by
staff member. This will maintain consistency between words and actions so that changes
would occur successfully.
 Make decisions- It is a significant role that leaders of an organization play. In this they
usually control working staff, budget, equipment and having authority to take decision
appropriately (Aung and Arnold, 2018). In terms of BBC Worldwide, to implement
change by structure reorganization leaders have the power to control their working staff
by listening their issues and ideas so that they feel satisfied an working in decorum. This
helps leaders to take decisions effectively.
 Communicate- It is the role of a leader to communicate what and why along with share
the purpose of change by connecting is to value of that creates urgency for change. In
terms of BBC Worldwide leaders share the purpose or benefits of change to their
employees so that they work effectively and efficiently.

Identify stakeholders that are affected by changes brought forward by leadership teams in
BBC along with models
There are several stakeholders in BBC Worldwide that are affected by changes which are
brought forward by leadership teams. These stakeholders are employees, CEO, customers. In this
leadership teams focus on several factors which are associated with changes that are move away
employees from slow working by ensuring that the tools and resources are highly fit for
completing the particular purpose (Brown and et. al., 2019). Elaborate and discuss value of “One
BBC” in front of staff members so that they work collaborate and passionately. As company
adopts the changes as structural reorganization where they face the major challenges related to
silo working due to which targets and projects are not achieved properly. At this time leadership
brought some themes which affect employees in positive manner where they take timely follow
ups of employees so that issues and problems are to be resolved and they work effectively and
efficiently. Due to these changes, shareholders also affect positively because they get proficient
outcomes due to workers productive working. All these help an organization to implement
changes within working environment. It is appropriately understand by using change models that
are elaborated below:
Kurt Lewin model
It refers to the model of three processes that reflects high level of improvement. This model
support manager and leader to efficiently implement the change effort that provides successful
results to an organization. In terms of BBC Worldwide, manager adopts this model to implement
change efficiently and effectively that are demonstrated below:
 Unfreeze- it is a first process of this model which reflects ready to change aspect. Before
implement a change it is very essential to go through initial stage that is unfreezing. In
terms of BBC Worldwide, they wanted to do become a best content provider to
customers in global market for this they do structural reorganization. In this working are
highly de-motivated because they want to know every aspect of company but manager
are not listen to them. In this time they want that they would treat fairly and also involved
in decision making process. At this stage leaders shows that employees are essential part
of change because due to this firm will attain competitive advantage in market. In this

stage manager focus on communicating with employees where they discuss the benefits
of change and logic behind this. In this they also motivated to their employees so that
they accept change effectively and efficiently.
 Change- In this stage employees are unfrozen to accept change and move on. This model
states that change is a process that transits an organization into new state of being. In this
stage leaders of BBC Worldwide, assigned task to their employees as per their skills and
experience and also offers training to attain that specific project so that it would be
complete on set time frame (Konlechner, Müller and Güttel, 2018). In this training and
follow-ups are the main factors that manager of company provide to their employees so
that they accept change and familiar with this. In this stage employees are reminded the
reason for change and its benefits to them and whole organization. This helps in
accomplishing goals on time.
 Refreeze- It is last stage where company refreezes the change. As BBC Worldwide focus
on structural reorganization to become a leading content provider to people in global
market. In this leaders implement a positive cultural environment so that changes are
refreeze and it gives positive results to company objectives.
Kotter’s 8 step change management theory
With the support of examine organizational framework it is to be identified that to achive
best results company implement Kotter’s change management model that are elaborated below in
relation to BBC Worldwide:
 To develop Urgency- In this factor firm tries to get proficient results which are useful in
holding meeting where change process is being implemented (Javed, Haider and Nawaz,
2020). It is essential to get long term results due to which organization focus on
enhancing capabilities of employees.
 Creating the guiding coalition- In BBC Worldwide company need to accept change for
becoming a leading company in world for this they accept change in such a manner that
would be inhaled by company resources appropriately. In this BBC focus on structural
reorganization to get desired outcome related to their objective.
 Creating and communicating vision- In this manager and leaders focus on
communicating vision related to changes so that it can be inhaled positively by workers.

In this they adopt effective communication so that requirements related to changes are
fulfilled.
 Remove obstacles- In this step business focus on removing obstacles so that targets are
attained proficiently. The major challenge which is faced by BBC Worldwide is
employee’s slow working as they resist change. For this company focus on boosting their
morale by motivating them as it helps in removing hindrances.
 Short term wins- It is highly essential for business to choose right tool and technique so
that objectives are to be attained proficiently. In this BBC Worldwide focusing on
attaining short terms goals that helps in attaining long terms targets effectively and
efficiently.
 Build on change- In this step firm focus on executing proper policies and standards
related to change management so that better results are enjoyed. In this leaders provide
training to employees an also take timely follow ups so that consistency in accepting
change is maintained.
 Anchor changes in corporate culture- In this BBC focus on getting prominent results
while applying changes. In this they implement flexible and friendly culture within an
organization so that proficient results are attained on time.
Hence, it is evaluated that using this change process as a model is highly prominent for BBC
because due to this manager and leaders can implement change very effectively by encouraging
employees towards accepting change. It is highly beneficial for attaining long term objectives.
TASK 3
Justify approach to be used for change process and develop strategic plan for its
implementation
By analyzing above adopting approach that is Kurt Lewin and Kotter model it is to be
justifying that both are essential for BC Worldwide. In terms of Kurt Lewin model it is to be
justifying that it helps organization to human resource to accept the changes effectively and
refreeze it so that employees cannot resist change in middle of achieving targets. On the other
hand Using Kotters model helps in align the change to business objectives so that targets are

attained effectively and efficiently. To appropriately justify these two models several aspects are
to be used that are presented below:
Continuum of Intervention Strategies
It refers to the organizational development strategies on the individual, group and overall
organizational level that support in implementing changes effectively (Turner, 2019). In terms of
BBC Worldwide, manager adopts change model to effectively implement the change and
maintain status que to deliberately adopt the changes within working premise. To effectively
justify above explained model several continuum intervention strategies are presented below:
 Take feedbacks of employees- It is one of the best intervention strategy while
implementing change. It helps company to examine whether employees are on right track
or not. In terms of BBC Worldwide, leaders can take employees feedback by using 360
degree feedback process that would be in formal and informal manner. It gives efficient
result to company profitability. It is useful at the time of implementing change by using
change model.
 Constantly monitor progress- It is another strategy that is adopted by leader of BBC
Worldwide to examine employee’s performance at the time of implementing change. In
this they implement flexible and friendly culture within working place where employees
share their ideas and issues that gives proficient result to organization in accepting
change.
 Direct lesson- It is another best intervention strategy that is implemented by BBC
Worldwide. In this top authority direct the vision and objectives to manager and leaders
so that they properly supervised their employees for attaining targets proficiently and this
will reflects the refreeze change.
Develop a change plan
As BBC Worldwide develops a change plan that is presented below:
 Project sponsor- It is first step of change plan where manager of an organization focus
on examine the market to develop change for getting proficient result. It present as a rigid
process that impact goals and targets of company (Rastrollo-Horrillo and Martín-
Armario, 2019). In this project manager of BBC focus on sponsoring change by

coordinating with top authority so that proficient results are attained. The main objective
of implement change is developing company culture so that issue related to slow working
is solved along with satisfying global customers demand.
 Rationale for the Change- The main reason for developing change is to become a
global leader in content provider to customers. In this CEO of BBC focus on
implementing change by structural reorganization using Kotter Model model as it gives
proficient results to company sustainability. In this the key stakeholders are customers,
employees, managers who effected by change and getting proficient results also to
implement the change.
 Key change messages- In a business firm changes are occur to implement new model or
procedure that offers several benefits to company sustainability. These are based on
several strategies that are:
o Control amount of change- While implementing change employees are crucial
stakeholders as they are working on that change to gain productive outcomes.
o Cost of managing change- In this manager of a BBC focus on overall cost that
incurred in implementing change so that they cannot face any problem in losing
market share.
o Internal capabilities- The main part of implementing change are shareholders
and directors because they invest their money to get higher results due to this
they formulate proper guideline within BBC Worldwide so that proficient results
are enjoyed.
By using this aspects BBC manager develop a plan that includes performance measures
that helps in understanding that change plan is effective or not that are used above by using
Kotter 8 process:
Actions Resources
required
Who When Performance
measures
Transparent
vision
In this BBC need
to use internet
and digital
device as a
BBC manager,
shareholders are
responsible to
make changes
In BBC changes
are needed when
they become a
leading content
KPI is to be used
by company to
measure
performance