Leadership and Change Strategies for W2W Magazine's Transformation

This report examines the challenges faced by "Where to Whatever" (W2W) magazine, a long-standing publication, due to shifts in consumer preferences, online competition, and the adoption of outdated strategies. The assignment analyzes the magazine's need for change, highlighting the implem...Read More

LEADERSHIP
AND CHANGE

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Description of the case study and use of change model to influence desired modification....1
Evaluation of one model of planned change applied on “W2W”...............................................4
CONCLUSION................................................................................................................................6
REFERENCES ...............................................................................................................................7

INTRODUCTION
Modification is a continuous process which is essential for every organization either
small or large due to change in customer’s tastes and preferences. Firm always alter their policies
and strategies for generating maximum revenue as well as to cope up with current situations.
Basically, this assignment is about monthly magazine “where to whatever” published in hard-
copy by lighthouse press which consists of information related with restaurants, hotels and other
leisure hospitality, etc (Beck and Cowan, 2014). Along with this, magazine was having a positive
goodwill at marketplace from the last 30 years and considered as one of the famous and
impressive publication houses. Therefore, report is going to highlight the overall scenario of
lighthouse publication as well as obstacles which was faced by them from past two years and
shows effective change strategies which is adopted by association for attaining their set goals or
target.
1. Description of the case study and use of change model to influence desired modification
“Where to whatever” is a monthly magazine which was published by lighthouse press in
the city of Lemchester, highlight corrective news about hotels, restaurants, tourist destinations
and all other information which is liked by entire society or youngsters. In fact, their main target
is youth because magazines are preferred by young generation for additional news or information
as it helps them for getting update about changes which incurred in all over the world. This case
study is going to highlight the problems and losses faced by lighthouse press from last two years
due to number of reasons like changes in customer’s taste or preferences as well as inappropriate
strategies like traditional approaches. Etc (Bolman and Deal, 2017). Thus, these issues influence
the success of entire association and their sales as well as organization are failed to generate
maximum revenue. Therefore, managers of an organization try to identify their weaknesses and
accurate reasons behind minimization of sales for making appropriate strategies to overcome
their barriers. Furthermore, higher authority of lighthouse press is going to appoint qualified or
experienced marketing advisor for understanding the actual reason behind fall in their sales.
Hence, various points are identified by merchandising advisor due to which organization is failed
to achieve company’s objectives. These are explained as follows:- Development in online review sites: - First and foremost reason behind failure is due to
maximization in usage of various online websites which affect the success of an
association as most of the customers prefer internet. Therefore, initial change which is
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required by lighthouse press is that they need to make their profile on internet for online
reviewing. Usage of traditional approach: - Another factor which leads to failure is that managers
of lighthouse press were using old strategies or traditional framework that was not liked
by youngsters due to emergence of various innovative ideas. Thus, it is essential for the
managers to modify their current strategies as per customer’s needs and demands. Emergence of modern technology: - Number of advanced equipment are emergence
which attract millions of customers towards them which enforce organization towards
adoption of change model for implementing further alterations. As, modern equipments
are very useful and appropriate in accomplishing assigned task in a minimum duration. Change in customer taste: - According to this component, due to advancement of world,
society’s preferences and demands are also getting changed.
 Availability of close substitutes: - Number of other publication houses emerge which
affect the policies and strategies of lighthouse press as new firms are coming up with
innovative ideas which attract entire young generation.
Therefore, it has been analysed that lighthouse press was encountering number of barriers
due to which they get failed in attaining their set objectives and goals within given time frame
(Carter and et. al., 2013).
Later on, senior management of association is going to re-launch “where to whatever”
magazine due to maximum losses as it affects the entire publication team as well as influence
their goodwill. Therefore, they come up with different ideas and creative things for enhancing
their entire performance for example-
1. Publication of single online edition per week
2. Launching of magazine with separate area for customer’s comments and reviews
3. Establishing free online publication which is known as W2W
4. Providing updates on daily basis
Hence, main motive behind re-launching of overall publication team is mentioned as
follows:-
 Trying to increase to their income level by maximizing sales with the use of new strategy
of marketing
 To build their goodwill more positive
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 For gaining maximum revenue by satisfying their customers
 Relocate their publication team at marketplace
 To become the top most organization
 Defeating their competitors.
Furthermore, lighthouse press is trying to implement modification by adopting various
reformation models for instance; Lewins change management model, kotter's eight step and
various other techniques which is adopted by the organization for planning modification. Apart
from this, whenever enterprise is going to implement some kind of changes then they are going
through various phases which is described as follows:-
(Source:- Kinsey, 2017)
As per above graphical representation it has identified that while modifying strategies
and entire association, an organization is going through various stages which must be
considered while making further plans or policies. In fact in this above diagram it has been
shown that four phases are comes during management changes.
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Illustration 1: Change management model

Various phases of changes are expressed as follows:-
1. Making sense:- Initially, they need to understand the actual reason behind change and
form it in an appropriate sense.
2. Commitment towards modification:- Secondly, an organization need to commit and
dedicated towards changes.
3. Enforcing towards alterations:- Motivate staff members for reforming their strategies.
4. Consolidation of new change:- Adoption of reinforcing of implemented modification.
At the end, it has been identified that lighthouse press is going to adopt various strategies,
models and theories for implementing changes in an appropriate and effective way.
Evaluation of one model of planned change applied on “W2W”.
Change is a common term which takes place in all the business regardless of size, industry and
age. In this changing environment companies also have to change themselves quickly. In this
context those organisation who handles the change in better way will easily able to attain the
goals and if not handled properly they might find it difficult to survive in the market (Yukl,
2012). How the business manages the change depends upon the nature of business in which they
are involved and the next important thing is that how well employees who are part of the
organisation will understand the change process.
In the given scenario a magazine called “Where to Whatever” has changed their
traditional method and now they have reinvented themselves according to the current trend but to
implement this change they need a planned change management model to handle and control the
change. Although, there are lots of change management model but in this scenario Lewin's
change management model would be appropriate (Choi, 2011). This model was developed by
Kurt Lewin back and can be best fit in today's organisational changes. This model can also be
refereed to as Unfreeze-Change-Refreeze and these are the three stage which is described in this
model. This is explained through taking an example of an ice.
For example; there is a cube of ice but now the individual wants to change it into the
shape of ice. The first thing which has to be done is to unfreeze it and afterwards the iced water
will be moulded in the shape of cone or into the shape which is required. In the final stage
solidification of new shape will be done that it will be refreezed. Applying it in the scenario of
“Where to Whatever” magazine as they have decided that they will be adopting new method of
publishing their magazine and will be putting more emphasis on the online marketing. The
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magazine can look at the change as a procedure in certain different stages and can make them
ready about what is coming and after that a plan will be formulated to manage the things.
Without any plan going to change will create uneven situation causing chaos in the organisation.
If the magazine “Where to Whatever” wants to initiate any successful change procedure
they should understand why the change should take place. The magazine know that this change
will be adopted by them because they are facing losses and need to reinvent themselves
according to the current trends. Motivation for any change should be generated before any
change can happens (Frost, 2012). This way “W2W” can get an assistance to re-evaluate certain
assumptions about themselves and their relation with their readers. This will be unfreezing stage
for them from which change initiates. Following are the stages which has to be followed by the
magazine to manage change:-
Unfreeze:- It is the first stage in which the magazine “W2W” prepare their individual
and other resources to adopt the change is necessary. This will include breaking down the current
status of the magazine before they build up a new way of operating their magazine like from
offline mode to online mode. A message will be disseminated in the organisation that why they
cannot go for the traditional way which they where adopting right from starting. To realize this
thing the management of “W2W” can show the low sales figures, poor financial outcomes and
downfall trend in the customer satisfaction and these thing can be obtained through surveys.
To prepare for the change “W2W” have to start it at its core and they have to again look
at the beliefs, values, attitudes, behaviours and methods which they follow (Oreg and Berson,
2011). All the foundations of the magazine has to be reframed because they cannot take any
losses already they are facing troubles. It is observed that the magazine management will face
lots of issues and difficulties in this stage but so they should make things slower and take full
time for this.
Change:- Whatever uncertainty which was created in the previous stage so this will be
change stage where management of magazine removes uncertainty. The management will states
the benefits attached with the change as they know that this will attract more number of readers.
To remove any rumours there will be questions openly and honestly and after that all the
problems will be resolved. To make reviewers and people engage in the process their suggestion
will be taken and the manager will provide guidelines.
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Refreeze:- This is the final stage where acknowledges barriers to sustain the change and
it is made sure that the leaders support is taken. To sustain the change a reward and feedback
system is included by the magazine to know the opinion of the public about their reviews they
put. This include informing all the key facts and supporting the writers to support and motivate
them (Hallinger, 2011).
Other than this the next model which can be adopted is Kotter's 8 step change moddel
which helps in implementing change powerfully and successful. Following are the steps of this:-
5. Creating Urgency for the change
6. The next step is to form a powerful coalition
7. This stage include developing a vision which is behind the change
8. Communicating of Vision takes place
9. All the barriers will be removed
10. Sixth step involves creating short term wins
11. After the change take place the magazine management analyse the new opportunities
looking at the output
12. The change should be then implemented into the culture of the magazine.
CONCLUSION
From the above report it has been summarised that change can be positive and negative
depending upon the situation so it is necessary that the management should handle in a way that
it yields better outcomes. Change is proceed in order to regain, sustain and adapt into the existing
market. “Where to Whatever” magazine has to adopt various digital technologies thus making
their magazine available on interest they aim at increasing the reader and earning revenues
through selling advertising spaces.
REFERENCES
Books and Journals
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Beck, D. E and Cowan, C., 2014. Spiral dynamics: Mastering values, leadership and change.
John Wiley & Sons.
Bolman, L. G and Deal, T. E., 2017. Reframing organizations: Artistry, choice, and leadership.
John Wiley & Sons.
Carter, M. Z and et. al., 2013. Transformational leadership, relationship quality, and employee
performance during continuous incremental organizational change. Journal of
Organizational Behavior. 34(7). pp.942-958.
Choi, M., 2011. Employees' attitudes toward organizational change: A literature review. Human
Resource Management. 50(4). pp.479-500.
Frost, D., 2012. From professional development to system change: teacher leadership and
innovation. Professional Development in Education. 38(2) . pp.205-227.
Hallinger, P., 2011. Leadership for learning: Lessons from 40 years of empirical research.
Journal of educational administration. 49(2). pp.125-142.
Oreg, S. and Berson, Y., 2011. LEADERSHIP AND EMPLOYEES’REACTIONS TO
CHANGE: THE ROLE OF LEADERS’PERSONAL ATTRIBUTES AND
TRANSFORMATIONAL LEADERSHIP STYLE. Personnel psychology. 64(3).
pp.627-659.
Yukl, G., 2012. Effective leadership behavior: What we know and what questions need more
attention. The Academy of Management Perspectives. 26(4). pp.66-85.
Online
Kinsey, 2017. [Online]. Available
through<https://www.pinterest.com/pin/812547957739017277/>. [Accessed on 31st
October 2017]
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