Strategic Change Management Analysis Report for Etisalat Company

This report provides a comprehensive analysis of Etisalat's strategic change management, examining the company's transformation in the telecommunications industry. It begins with an introduction to Etisalat, its current status, and its change management strategy, focusing on its expansion and competition. The report then delves into the perspectives and nature of the change, highlighting the competitive landscape and the need for strategic adjustments. It presents various change management models and frameworks, including those focused on talent development and business growth, and discusses the implications for stakeholders. The report also addresses resistance to change and strategies to overcome it, offering insights into employee acceptance and the importance of clear communication. Finally, the report concludes with recommendations for further development, emphasizing the need for a quality culture, strong leadership, and effective implementation plans. References to relevant academic sources are included throughout the analysis.

Etisalat
Telecommunication
Company
Strategic Change Management

Introduction of the Company
• Etisalat is a brand trade name of Emirates
Telecommunications Company which is a
provider of telecommunication services in UAE.
• It is one of the top 20 largest mobile network
operators around the globe
• This company is providing services in more than
10 countries with millions of customer base.
Link: https://youtu.be/lsaABlqa7jI

Current Status of the
Company
• Etisalat is currently providing services in 15
countries across the globe including Middle East,
Asia, and Africa.
• AED87.7 billion is its total market capitalization
with the position of 2nd largest mobile service
provider in Saudi Arabia.
• The company have millions of users to whom
they even provided LTE network.
• In 2018, they developed their digital container
(Lavine & Croome, 2018).

Change Management
Strategy
• Etisalat once wanted to hold the monopoly in
the UAE.
• Now they are only focusing on the expansion at
its highest level.
• They are winning an increase in a number of
customers using mobiles
• It considers a large area of the internet and
television market after having the ability to share
networks (Alqudah, 2018).

Perspective and Nature
• The Du Company was the only competitor of
Etisalat.
• The company provides the customer with many
choices and creating a difference in quality, price,
and innovation in the latest services appearing as
a powerful one.
• So, it was important for Etisalat to change their
strategy by lowering prices, improvement and
effective leaders, managers and workforce with
needed qualifications (Mosteanu, 2019).

Model
• Rising capabilities and talent development in
overall organization
• Business to business growth, and case expansion
and acknowledging economies
• Transforming service provider companies into
strong leads.

Model
• The framework to set the target and make the
change work was to operate the digital future to
unchain societies.
• Increase value generation through innovation
and digitization.

Stakeholders and its
implications
• Etisalat delivers long-term value to all
stakeholders
• Creating the best network globally
• Coordinating with them itself for positive growth
• Gaining trust, taking help with best governance
practices and standards (Halbouni, et al., 2016).
• The objective is to give maximum returns to its
shareholders
• Other benefits to stakeholders by maintaining
the optimal capital structure for reducing the
cost of capital.

Resistance for Change
• Sometimes, employees working in an
organization do not agree with the changes .
• They faces or refuses to accept because it affects
their needs for security, social interaction, status,
ability and morale
• The same case is happening in case of Etisalat
where they face the refusal because of a
declining structure due to inactivity.

Strategy to Overcome
Resistance
• The company tried to apply strategies to
overcome refusal
• There is need to go of old habits and structures
because sometimes there are cases that lead to
upsetting a stable situation
• So they keep the old one with them for safety
• Employees are only able to accept the change
when they know what it is going to bring them.

Conclusion
• Etisalat is a strong telecommunication company
• It is well known in the Middle East but there is a
need of some development like replacing the
quality culture, listening to top management,
building implementation plan, programs
identification, supporting operations
infrastructure and improvement,
• Formulation, adjustments, attention to
employees and maintaining leadership.

References
• Alqudah, M. A., 2018. Consumer protection in mobile payments in the UAE: the
current state of play, challenges and the way ahead. Information & Communications
Technology Law, 27(2), pp. 166-184.
• Ameen, N. & Willis, R., 2018. An Examination of the Role of National IT Development
and Infrastructure in Models for Smartphone Adoption and Use: The Cases of Iraq,
Jordan and the UAE. In: Y. K. Dwivedi, et al. eds. Emerging Markets from a
Multidisciplinary Perspective. Cham: Springer, pp. 161-194.
• Chen, C.-M., 2019. Evaluating the efficiency change and productivity progress of the
top global telecom operators since OTT's prevalence. Telecommunications Policy,
43(7).
• Duffy, M. J., 2018. Media Law in the United Arab Emirates. 2 ed. UAE: Kluwer Law
International B.V..
• Halbouni, S. S., Obeid, N. & Garbou, A., 2016. Corporate governance and information
technology in fraud prevention and detection: Evidence from the UAE. Managerial
Auditing Journal, 31(6/7), pp. 589-628.
• Iqbal, F., Hung, P. C., Wahid, F. & Mohammed, S. M. Q. A., 2018. A glance at research-
driven university's technology transfer office in the UAE. International Journal of
Technology Management, 78(1-2), pp. 70-87.