Analysis of Unit 17: Understanding and Leading Change in Organizations

This report delves into the dynamics of organizational change, focusing on the experiences of Burberry and Primark. It begins by comparing the strategic changes implemented by both companies, such as Burberry's digital innovations and Primark's megastore expansion, and analyzes their respective impacts on operations, communication, and customer relations. The report then explores how change influences leadership styles, team dynamics, and individual behavior within an organization, considering both internal and external drivers of change. It examines the effects of change on leaders, team members, and individual employees, including the role of communication, resource management, and the impact of technology. Furthermore, the report discusses various barriers to change and their effects on leadership and decision-making, along with leadership approaches to manage and navigate change effectively. The Kubler-Ross grief cycle is also discussed in the context of individual responses to change. The report concludes by summarizing key findings and offering insights into successful change management strategies.

Unit-17 Understanding and
leading change

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Comparison of organizational changes and their impact.............................................................3
Ways in which change affects leadership, team and individual behaviour.................................5
Measures to minimise bad impacts of change.............................................................................7
Different barriers of change and their affects on leadership and decision-making of the
company.......................................................................................................................................9
Leadership approach to deal with change..................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
Books and Journals....................................................................................................................14
Online........................................................................................................................................15

INTRODUCTION
Organisations undergo many changes due to some factors which can be internal or
external. Some of which the organisation can control while some is outside to be in command of
the company. Change is the only constant and therefore all the organisations must take proper
measures to embrace the change rather than hit by it negatively (Neumann, James, and Vince,
2019). Every organisation must survive against their competitors to be successful in today’s
world. These changes can allow the companies to reconsider their strategies and develop new
business development plans to sustain the market conditions. Changes are unavoidable and
business environment must change accordingly. Organisations must be prepared to act in
response to changes.
Burberry is a British luxury brand which is headquartered in London, England. This
company produces many fashion items such as trench coats, leather goods, accessories footwear
and many more. Burberry is based in UK. They have a huge customer base for their retail
industry. This report is about the changes experienced by the Burberry while developing their
business in the different markets (Nelson‐Brantley, and Ford, 2017). The Changing strategies of
the company are identified. There is some detailed information provided about the drivers of
change and its influence on the organisation. Further the report is focused on the changing
individual behaviour within the organisational context. Lastly, there are some leadership
approach discussed which help cope up with the changes.
MAIN BODY
Comparison of organizational changes and their impact
Burberry is one of the famous fashion retailer based in UK. This company is based in
UK. It is expert in the distribution of ready-made clothes and footwear. This company was
established in the year of 1856 by Thomas Burberry which gave it its name. This company has
been known to be making innovation in its strategy more often than not to increase it sales or
bring efficiency in its operations. For this company customers experience is very important to be
kept at its optimum. In November 2020 the company brought a new change to its strategy for
improving the customers experience. For bridging the gap between the digital channel and
offline stores the company introduced a new digital innovation which will inspire the customers
for their journey with this company. In this innovation the result of collaboration of the company

with the National Chamber of Italian Fashion (Howe, 2021). This collaboration was offering
Burberry exceptional amount of digital offerings. This innovation had multiple forms of
development such as, the company got some video games to collaborate with some designers of
the company and the products reflected over the young customers of the company. With the help
of AR tool present in this innovation the customers were able to have online shopping
experiences unlike ever before.
Primark is a retailer of home products and clothes in UK. This company is not quite
famous for its clothes like Burberry but has good brand name as a retailer of home products. The
main business of this company is from the stores it has in London. This company has over 365
stores across the whole UK, which shows the magnitude of the business of the company. The
change this company came up with for innovation in its business was that this company opened a
megastore (Bartels and et.al., 2020). In 2019 this company reinvented one of its department store
and made it the biggest retail store ever. This was the time when most of the companies like
Burberry were removing themselves from offline store. It was quite clear about the difference in
the strategy of both the company. Primark with this huge store made a department store which
will contain sections for all kinds age group and the products will be easily accessible for the
customers. The size of the store itself acted as marketing strategy for the company and as a result
the customers were very quick to visit this store. This store was build for diversification of
shopping for the customers. It also allowed the company to introduce more and more products as
it had lots of space to cover it.
The impacts of these changes were quite different for both the companies just as different
as their changes were. The differences in the impacts can be explained with the following table.
Impact of change Burberry Primark
Saving time and
money
The introduction of digital
innovation in this company brought
signifiant decrease to the operations
of the company and as a result this
company was successful in saving
both time and money.
The innovation brought by this
company costed a lot of investment
and also took a long time as the
company reinvented its departmental
store in one of the largest stores.
Increased With the help of this change the Introduction of the large store also

communication company was successful in
increasing its communication with
its customers and also allow get easy
feedback from them (Joglekar,
Parker and Srai, 2020).
help Primark to connect to the
customers very well as this store had
increased diversification of products
according to the customers need.
Returns This innovation of Burberry was
more successful because in the
recent times due to Covid -19 the
due to lock downs the customers
where unable to visit the stores thus
for them online shopping was the
best way increasing their revenues.
This innovation of the company was
not a great success as just a few
months after the instalment of this
facility the Covid -19 pandemic hit
the world and the businesses had to
shut down and the businesses which
were online were the only running
business at that period.
Ways in which change affects leadership, team and individual behaviour
Change is a never ending cycle which can lead to success of the company or destroy it
altogether. Change affects everyone within the organisation and to create a better future for the
company on must understand the driving forces of change. They must embrace these factors and
mange them accordingly. The effects of change can be hard on leaders and as well the team
members if there is no proper understanding of the external and internal forces of the change.
External drivers can be very challenging which includes the changes in the technology,
preferences and demands of the customers, rules and regulations and the other factors related to
competition (Zubairu, and et.al., 2018.). These external drivers encourage the organisation to
innovate and develop to adapt. These change drivers happen very suddenly or quickly. A good
leader can use these factors to leverage and capitalise on these dynamic forces. Internal forces on
the other hand can be challenging but the organisations have control over it.
These changes will push the teams and leaders outside their comfort zone and to find a
different approach for work. It is risky to change and therefore the organisation tried to resist any
things related to some unfair conditions. Leader influence their team members and guide them to
achieve the desired goals. External drivers can affect some leadership styles which are workplace

environment, the availability of resources, assigning different roles to the employees, managing
the organisational culture and dealing with political factors and up-gradation of the technology
(Nadim, and Singh, 2019). The company works with having their own values which care about
the community, staff, stakeholders and most importantly, the customers. They lead the business.
The work of a leader is dependent on the availability of the resources which includes finances
and technology along with other physical resources.
They all help the company attain its desired goals. A proper management of these
resources and their distribution will determine the success of the company. Any changes which
change the path of the resources can have an impact on the working strategy of the leader.
Employees working within the organisation are the soul of the company. They hold an important
part in the organisation and their position is defined by the type of tasks they perform and the
responsibilities they have (Wolberger and Goldman Schuyler, 2018). Each individual has a
different style of working and they follow different approach towards a problem. This can impact
their career in both good and bad way. Employees can influence the reputation of the company
by their work ethics and personal values. Leaders have to manage the employees and their
different roles to help the business. Organisational culture exhibits the working of past and
present leaders. And hence, it can change depending on the actions and decision taken by the
leader.
The use of technology and the advancements in the technology can change the business
dramatically. Leadership have to go through changing their management methods to let the
organisation settle in with the new technology. Teams work in their particular way. If anything
changes can impact the ability of the teams to complete their tasks and make the organisation
lead the path of success. Internal driving factors of change can determine the forward step of the
organisation (Rossi, 2019). Communication is the main key which can make the team working
process a success. A proper form of team communication can lead to an open platform to share
thoughts and ideas with each other members of the team. This helps in improving the outcomes.
To handle the changes, the leader of the organisation considers new approaches to motivate their
teams and optimise their performance. There are many chances that during the time of change
employee can show resistance.
Leaders have to face these problems while switching from democratic to autocratic
approach to handle the sudden implementation of change which is forceful to some employees.

The productivity and functioning of the team can be affected majorly when the team members
refuse to accept the changes on the organisation. Effect of change drivers on an individual can
make them feel less motivated to cope up with the changes and can thus develop a negative
attitude. Internal factor which affects the individual can be connected to the management of the
organisation for example not being able keep up with a rude boss (Yue, Men, and Ferguson,
2019). Improve form of communication can help the leaders and the managers to explore the
capabilities of their team mates, give them credit for the good work and helps in maintaining a
polite conversation. External factor which influence the behaviour of the employee can lead to
large ranging and uncontrollability. These changes can lead to some extreme anger issues which
is bad for an employee, a leader as well as the organisation.
Kubler- Ross grief cycle is a five stage grief model which is not linear. First stage is the
denial stage which makes and individual think that there is no sense and meaning to the change.
This is basically the stage of shock as the old life has some instant changes to it. This denial
makes and individual feel that the given information is wrong or there must been some mistake.
Next stage is anger, because the individual is living in the actually reality than the preferable
reality. The more the anger, more it will dissipate and make the person from the changes. Ager
towards the changing conditions will bridge an individual back to reality and help them connect
with people. After this comes bargaining where an individual tries to get out of the situation by
making deals. This creates false hopes which can lead avoid the change through some
negotiations. It is not important that every individual experience all the 5 stages of Kubler- Ross
model. The last stage is acceptance where an individual makes peace with the changes happened
around them. The emotions are stabilised at this stage and helps an individual lift up from the fog
and get back to their life making the change part of it.
Tuckman’s theory helps to focus on the working of a team in a given task. It is dependent
on team building challenges. First is forming, here the team is formed and task is allocated.
Team members are more into being independent in this stage. Time is used in planning and
collecting all the required information. Next is storming, team members come forwards
suggesting their ideas and so this phase can be a bit destructive to be managed by the team.
There are many problems developed here and thus guidance by a leader becomes important for
this phase. Norming is the phase where working practices starts to begin by ageing to the rules
and regulations. Individual members of the team take responsibility.

Measures to minimise bad impacts of change
When the organisation is going through some changes then it is important to consider the
negative effects of the changes and take measures accordingly. If the organisational changes are
not handled properly then it can annoy and de-motivate them to work which requires them t
come out of their comfort zone (Al-Hussami, Hammad and Alsoleihat, 2018). It can affect the
work satisfaction of the employees, their oral could come down and can also affect their physical
and mental health disrupting the productivity and quality of the work done. The company will
have a risk of losing the best people ad great talents to work for them. It can affect the
recruitment costs and the time involved in doing the same process again and again. A well
established change management can help in reducing the failure criteria while forming a change
in the business model and strategy. First the reasons of the change must be clearly defined for all
the individuals associated with it from the company. Stakeholders must support this change
rather than resisting it. Next step is to determine the extent to which the change is going to affect
and calculate the impact. The best approach is to include the team members and the task force to
be a part of these changes done in the organisation.
Full participation of the team is very important which is led by an inspirational leader.
The management team should meet with the stake holders and make them understand the caused
concerns and problems leading to the changing approach. The other approach to mitigate the
negative effects of the change is taken to minimise the resistance towards the change from the
employee’s side. The last thing that company wants is resistance and negativity from the
employees regarding the change. Changes must be introduced in the organisation in a positive
spirit which makes the employees cooperate and make of the best out of that opportunity
(Hussain, and et.al., 2018). If this all is done by the company then the employees will support the
whole process. Individuals working in the organisation must be given open chance to talk about
the change and give feedbacks associated with it. After this, the employees will support the
decision made in the company and will allow the change with open hands.
Changes in the company can drive the professional unpredictability. There are some ways
which a leader can take to minimise negative effects of the change on employees and protecting
their morale within the work environment (Sriyakul and et.al., 2019). Employees must be treated

with dignity and respect. Measure to be taken to minimise the negative effects and make full of
use of change management process as a success are:
Leadership: Managing the change is never easy. It is chaotic and messy can give their
change management responsibility to some special consultant and human resources. This step
can lead to failure. Employees take them as outsider and don not take them seriously because
they cannot understand the relating to the company’s culture. This forms high negativity from
the beginning of the change management process. A better way is to built up the manners and
abilities of an individual to manage the change. This also helps in developing their leadership
skills which is helpful in taking the accountability through out the whole process.
Set realistic timelines: Wishing the changing process to end soon will never be
accomplished in the real life. It is so because of the systems and processes along with the staff
cooperation into different areas related to the changes (Offermann, and Coats, 2018). The present
available resources and workforce is considered along with the current amount of work will
reflect this fact very obviously. Avoiding this and setting some realistic time periods for the work
done process will give the employee a clear cut view of they are getting into. This will avoid
having any future conflicts due to confusion. Employees are already coping up with the current
amount of work and some prior commitments which can make it difficult to manage the large
scale changes. This will make them feel away from the work they are already doing.
Not keeping people in dark: The biggest mistake in the change management process is
providing employees with wrong information. There are high chances of some gossip getting
viral among the workers which can hide the clear and regular communication from the
management department. To avoid having such problems, company must have a good
communication strategy with the use of many communication tools to make sure that all the
people working in the company are well informed. The management of the company must keep
the employees update regularly, even if there is no new news that should also be shared to let the
employees know where the company belongs and the process they are following.
Prior information about the change: Employees can identify the phase where the
company is going through a rough patch. During such situation, having an open and transparent
conversation between the leader and team members can help in creating a form of trust in
employees. Giving a prior signal about the change will give the workers opportunity to be

mentally prepared and emotionally stable for the upcoming change. This offers a better platform
to move forward with the changed process.
Creating culture of learning: Continuous learning can lead to an active mind. Employer
cannot guarantee someone the job satisfaction and security. But they can create a working
culture which encourages learning. This will help in employee facing new challenges and
learning to overcome them along with developing their functional skills. This will prepare them
for future success of any changes coming their way. An active mind can solve the conflicts in the
changing environment.
Different barriers of change and their affects on leadership and decision-making of the company
Innovation and changes in an organization have barriers which affects the success of that
changes or becomes an obstacle on the road for the innovation. Due to this these barriers makes
their impact on the leadership and decision-making of the company. Some barriers Burberry face
during its innovation are,
Scarcity of Employee Involvement :
Leaders of Burberry company would have been influenced by this barrier during the
introduction of digital innovation. Every innovation in an organization requires full involvement
of the employees otherwise it becomes difficult for the company to successfully implement the
change in the business. The leaders of the company when experienced such issues with the
employees changed some decisions which can make the employees increase their productivity
(Velders, 2020).
Lack of effective communication :
For the implementation of the digital changes in Burberry it is very important for the
employees and leaders to have increased an effective communication. Less communication in
any department can lead to errors in the changes and this can affect the company's innovation. It
is important for the leaders of the company to take decisions so that the communication between
the employees and leaders is very good during this phase.
Complexities in organization :
The structure of the company is affected during the changes in an organization. This
affects the leadership of the company and makes them face major barriers while enforcement of
digital innovation in the company. Due to these changes the company will experience a total

change in its operational activities as the company will not have to deal with the customers in the
store but will have to communicate with them online. The leaders in these scenarios demand
more effort from their team so that the company can easily and quickly adapt to the changes.
Lack of skill :
For a company which has been indulged in offline stores it is difficult to adapt to a
change in which the system changes so dramatically into digitalization. The employees of the
company may or may not be skilled enough to perform the tasks which are required to them.
Therefore, it becomes important for the leaders of Burberry to train the existing employees for
the work they have to perform regarding the change or to hire new employees which are skilled
enough to complete the desired job (Burnett, Olsen and Mitchell, 2020).
Lack of Consistency :
Consistency is very important in an organization to be maintained as with proper
consistency the customers of the company cannot trust the company. In this digital innovation of
Burberry company the company will be introducing a new AR system with the help of National
Chamber of Italian Fashion to redesign the way of online shopping. The customers will be able
to find out how the clothes might look over them with the help of this technology. For the
company it is very important to maintain consistency in this new technology for the customers to
be able to use it at its maximum. The leaders of the company can influenced the employees to try
use this technology multiple times for the testing so that any issue which might occur in the
future is in the front of the company.
Lewin's force field analysis can also be used for identification for the barrier Burberry
will face during its digital innovation. As per this analysis the first step is to describe the change.
Therefore, the leaders of this company will firstly explain the employees all about the changes
which the company is going to implement (Sawamura and Izumi, 2021).This will provide the
employees enough information so that they can understand the change from their own
perspective and them portray the issues they might face during this change. In the second step
the leaders will analyse the drivers which are causing this change to occur. From the analysation
it has been understood that Burberry is bringing digital innovation to improve the customers
experience as due to Covid 19 the customers are unable to visit the stores and therefore the
company is improving their digital platforms. After this analysation the company is successful in
understanding the forces which are causing the changes and also the forces which are restraining

the company into application of these changes. Company after identification of this the forces
which are restricting the changes it is the duty of the leaders of the company to plan a strategy
which will decrease the affects of these forces. The last step for this company according to this
model will be to take action towards to the step its has finalized for implementation of the
changes.
Kotter’s model helps in smearing the vicissitudes in a manner which is robust and
dominant. Kotter presented eight steps of altering a procedure by leading alteration. The first step
is to create necessity by emphasizing threats and looking after the unattended results that may
rise in the upcoming future. The stakeholders are requested to be involved in the problems
arising due to the change. The next step is the formation of a team which is powerful and works
as a team. It is important to recognise the areas of development and making sure that the team is
diverse in nature and cultural too. A vision is then developed by understanding the values and
then defining that vision to make changes and adopt them. The next step includes
communicating the vision and managing the issues arising in true and proper manner with
complete involvement. Then the organisation should affiliate with the vision and should
constantly check for any threats or issues and tying to remove these obstacles. Achieving the
short goals gives a confidence boosts and motivates the team for future tasks. The last step is to
consolidate the gains by examining the success topics and to anchor the alteration in the
organisational culture.
Leadership approach to deal with change
Change cannot be avoided, everyone must face it and let it penetrate in order to adapt to
these changes. For some people it can be hard to deal with change and thus, find it very
challenging. An individual’s attitude towards the change decides the way they develop and grow
for future situations (Al Khajeh, 2018). Leaders must embrace the change and handle it in a
positive manner. They have to deal with the change on personal level while making cop up with
the same. It is kind of a multitasking which every leader should be good at. There are many ways
in which a leader can deal with the change. Being flexible during the time of change is very
important for a leader.
A good leader must know that something is going to change and therefore be prepared in
advance to embrace the change and move on with it while keeping the positive spirit high. If the

leader is not flexible, the change is still going to come and will destroy them and the whole of a
Company. Leaders must be accountable and be ready to take full charge of the coming up
situation. They must be prepared to handle the employees in a way which is less shocking for
them. Take the responsibility of what is happening and making the team members work
accordingly will speed the process of dealing with change for a leader. This way the individuals
working in the company will also be comfortable about it.
All the factors say one thing that leadership plays a very important role in the growth and
development of the organisation. They must therefore use effective leadership styles to manage
and control their team members in a effective way. Along with, one more important work of
leaders is to maintain the turnover for every employee and support them in their ideas and though
process. A leader must also shore up the employee in their achievements in the organisation and
help the company meet up with its long term goals. Some of the leadership styles which help
them over the change are:
Autocratic leadership: This leadership style is centred around the leaders. By this
leadership, leaders hold the authority and empower themselves into taking some crucial decision
which is for the benefit of the organisation. Leaders do not consult with any other team member
or employee. They do not even have to take a feedback from anyone below them (Wright, 2017).
This leadership style if not a flexible because the leader takes the decision on its own and then
convey it further to ask the employees to work accordingly and applying the application of the
decision taken into their work. The sole power is with leaders and depending on that they can
take decisions and conduct feedbacks from the employee if they want to. This style is best in
situation where quick decision making is required and the operation need to be done depending
on that. This type of leadership can manage and improve the process of operations in a business
and attaining better outputs without having to deal with any delay in the process. The
effectiveness of this leadership style is that it allows fact decision and improves the overall
communication in the organisation. Adding to this, it also increases productivity and can handle
a crisis situation in a very effective way. This form of leadership reduces the stress of the team
members and employees.
Democratic leadership: This is different than autocratic leadership style as the decisions
are to be taken while taking suggestions and considering the opinions of the team member and
other employee working in the organisation. There is an active connection developed in the

company. Democratic leaders hold the power and authority to take any decision they want but
they prefer to discuss or give the responsibility to a person who is known through the situation
better and who is involved in the project (Thompson, and Glasø, 2018). These types of leaders
move forward by giving their support to the organisation’s long set goals and objectives and
make them achieve in a shortest time period possible. Having a democratic leader leading the
company can improve the working efficiency and showcase better results in the employee
performance. Such leader will create a positive workspace, courage, fairness and honesty within
the organisation. Effectiveness of this style is that it brings more viewpoints to the table. It forms
an effective way of solving problems while increasing higher level of commitments. Here,
honesty is prioritised and strong and clear vision is built.
Situational leadership: This type of leadership style is helpful to handle multiple
situations coming at a single time in the organisation. Leaders can change their process
according to the nature of problem or the situation in which the company is. It helps in meeting
with the change happening in the company (Fiaz, Su, and Saqib, 2017). Situational leaders have
the knack to determine and learn the situation while changing their styles depending on the type
of change. They can adjust with the style of leadership, the change and the working manner of
the employees. They provide motivation to the employees which can help them undergo the
changing management. Employees feel supported and are ready to continue with their
responsibilities and duties. This is effective leadership style as it identifies the need for flexibility
and creates a comfortable workspace. It also increases awareness of the leader. It makes the team
work together and better by boosting their training and routine.
CONCLUSION
Organisations have to encounter many changes and develop their business to that level.
This change should be managed n a way which is successful. They changing process must be
done accurately to produce genuine profit by the organisation, Burberry in this case. It should be
smooth. It is concluded from the report that understanding and managing change is very
important for the company to sustain. There internal and external both the driver which introduce
change in an organisation. It can be challenging but manageable.
Having a proper knowledge of these changing factors is very important for leaders as
well as the employees as these changes can affect the leadership strategies, individual behaviour

and the employee functioning all together. Employee can be resisting the change which creates
problems for the leader to manage them and make them cope up with the same. there are many
steps which can be taken to avoid these negative effects of the change which starts with having
efficient leadership. Lastly, the report shows different approaches of leadership which are helpful
during the time of a change.

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experiences-through-digital-innovation/>