LSME604: Managing Change Report - BBC Case Study and Analysis

This report delves into the intricacies of managing organizational change, using the British Broadcasting Corporation (BBC) as a compelling case study. The report begins with an introduction and a concise case summary highlighting the BBC's shift from a divisional to a geographical organizational structure. The main body of the report analyzes the necessity for organizational change, exploring the reasons and forces driving such transformations, including the impact of internal and external factors. It then examines various change management models, including Greiner's model, and evaluates their application within the BBC's context. Furthermore, the report discusses the role of leadership in facilitating change and develops a strategic plan for implementation, incorporating elements of different change management theories like Lewin's Change Management Model, McKinsey 7 S Model, Kotter's change management theory, Nudge Theory, ADKAR model, Bridges' Transition model, and Kübler-Ross Five Stage model. The analysis extends to the implementation process and its benefits, emphasizing the importance of sustainability. The report concludes with a summary of findings and provides references to support its arguments. This report aims to provide a comprehensive understanding of organizational change management and its practical application.

Managing Change

Contents
INTRODUCTION.........................................................................................................................3
CASE SUMMARY........................................................................................................................3
MAIN BODY..................................................................................................................................3
Analyze a situation where organisational change is necessary and what has to be changed.......3
Evaluation of different models for change...................................................................................6
Justify the approach to be used for a change process and develop a strategic plan for its
implementation.............................................................................................................................8
Implement a change process and analyses the benefits including how the change will become
sustainable....................................................................................................................................9
CONCLUSION............................................................................................................................10
REFERENCES............................................................................................................................11

INTRODUCTION
Change is a perpetual activity. The nature of change is continuous as it keeps on running
with time. Change occurs very frequently in the world of business or cooperates. It can be a
technological change, political change, operational change, skills and knowledge requirement
change and the like. The organizations have to bring these necessary changes if they want to
survive in the market place otherwise, they will become obsolete. To manage change, various
strategies and models are used by organization so that can bring and implement the change
effectively. For reference purpose, this report has taken an example of a company, BBC. BBC
stands for British Broadcasting Cooperation is one of the oldest and popular news channel
broadcasts in the world. It was started in the year 1922.
This report discusses about the company backgrounds, its changes, model used, macro
and micro analyses, along with the necessary steps company took to manage change.
CASE SUMMARY
BBC is the world largest and oldest broadcasting channel now has decided to bring the
change in its organizational structure. Earlier the company has adopted the divisional
organization structure in which the divisions are made according to the department wise. In that
department the work is grouped according to the work and activities belong to same nature.
Earlier, BBC had the divisional organizational structure but due to the change in business
environment they have planned to change their organizational structure from divisional to
geographical organizational structure (Alvarenga and et al., 2020). In geographical organization
structure, the structure is set differently according to the region in which the organization is
operated. For example, the regions may include North America, New Zealand, Australia and etc.
The organization divides its structure and system according to the region they operate. The BBC
company has a mission to change their organizational structure from divisional to geographical
structure. For this they have applied various theories or models to manage this change and
implement it in organization.
MAIN BODY
Analyze a situation where organisational change is necessary and what has to be changed.
Managing the organizational change refers to a systematic approach in which the organization
plans out the steps which it will going to undertake for bringing the change in an effective
manner. This is a process in which the steps are given, these steps will help the organization in
establishing the change in a more smooth and effective way. Organizational change is present
when any organization shift its current operational activities to a new one. Managing that shift
from current to new should be very smooth so that the implementation takes place properly.
Managing the change effectively helps the organization in establishing change in time, getting
support of employees in establishing change, eliminates the barriers and much more. In the
business world, changes take place very frequently and to cope up with these changes an
organization has to plan out a proper plan so that they can adopt with the changes in effective

and productive manner (Anacona and et al., 2018). The process of managing change in
organization is carried out by leaders and managers and for that they provide all the necessary
orientations programs, training and skill development program to their organization staff for
making them convince about the needs for bringing change. If an organization is not able to
brought the necessary changes in his organisation structure, policies, operations or so on with the
need to time then it might possible that got obsolete from the market place. These changes help
any organization, just like BBC, in surviving in market and stand strong before competitors.
There could be various reasons reason behind why organization wants to bring a change
in their system. Some of these reasons can be:
For becoming more fulfilling and attractive organization: In this competitive business world,
organization also plans out to gain competitive advantage through their professional employees
also. And to do so, they have to attract the talented and hard working candidates towards their
company. The organization plans to attract these by making their work culture and environment
very relax and entertaining for their employees (Brown, 2020). When the work culture in any
organization is fun then employees will remain motivated and they also would be willingly ready
to contribute more in their work. Therefore, for making the organization work culture more
attractive necessary changes are brought up.
Change in technology: Technology is something which get change very often. The new and
innovative technology helps any organization in performing the work in a more effective and
productive manner. Also, the cost associated with it is way much lesser in production. Therefore,
to gain the competitive advantage in production activity, the organization has to eliminate their
old technology to bring up a new one so that they can produce more units of products in lesser
time and cost.
Profit margins: An organization brings the change with a view to get the improvements in
profits margins. The change benefits the organization and enables it in yielding better profits
than before. A change is brought with a view to gain better performance and profits margin.
Speed: Speed can also be one of the major reasons for bringing change. The change could have
the ability to perform the work with greater efficiency and have the ability to complete the task
before time. Speed can help any organization in completing the work at or before time through
which the time utility can gained.
As organization is a system which depends upon various of factors and elements. These
factors or elements if changed also brings changes in organization system. These factors
constitute the strategies, tactics, policies, rules and much more. These factors can be both internal
and external which force the organization to bring necessary changes (Calvin, 2020). The
internal forces of organizational changes may include:
System force: As mentioned above, an organization is a system which is connected with various
sub systems. If any change is brought in these subsystems, that change will also affect that
system to which sub system is connected with. System and subsystems are interconnected with

each other because their work lies in a same category. Therefore, any need of change in these
systems will bring the change in its subsystem or visa-a- versa.
Employees focus change: The change in human resource policies or procedure is also an
internal force of organizational change. Here the organization focuses upon bringing the changes
in their human resource practices with a view to bring an improvement in their work or
productivity.
The other factors for internal force of organizational change may include structure change,
process change, operational change, resources changed and etc.
Where the external force of organizational change includes the factors like:
Political change: In this the government bring some changes in rules and regulations which are
obligatory on business to obey. Through this, the organisation brings the change in them so that
they can adopt that political change (Chiavuzzo, 2018).
Technological change: Technology change is very normal for any organisation. This change
enables an organisation in becoming efficient in production activities and speedy task with low
costs. Technological factor is one of the force factors through which organisation has to bring up
the change.
There are other external force of organizational change also includes the other factors like social
change, legal change, prevailing competition into market, economic factors and etc.
As in the case with BBC organisation, the change which it has planned to bring up is due
to the internal force of organizational change. As it is planning to bring required changed in its
organizational structure by shifting it form divisional to geographical organizational structure.
Process of managing organizational change
There are in total 5 steps which comes under managing organizational change and they
are:
Preparing the organisation for change: In this step the managers educate the employees about
the need to bring change. As in the case with BBC, the leaders with the help of managers will
educate their employees about why there is a need to bring this change and how it will help the e
organisation in performing better (David, 2020).
Crafting of mission and vision: In this step, BBC organisation will form the mission and future
vision which they have seen by change. The organisation will set and show their mission and
vision after bringing the geographical organizational structure change in their system to their
employees.
Implementation of changes: At this step, BBC will implement their changes as per the
planning. During this step they will try to eliminate all the barriers and obstacle which
organisation might face in between.

Mixing the changes with organisiation culture and policies: In this stage, BBC will try to mix
up their change implemented with organsiation culture. As in this case they have brought the
changes in organizational structure than the organisation will try of mix and coordinate these
changes in such a way that they both get mix very well.
Reviewing of performance: In this stage, BBC will analyses and examine the performance
which they have attain by bringing this change. The actual performance will then be compared
with standard performance to bridge the gap so that necessary steps could be taken.
Analyses of reasons for forces which has led to bring organizational change
BBC has planned to bring changes in their organizational structure. They want to shift it
from divisional to geographical structure (Elsana, 2021). The organisation wants to do it as to
administrate properly at the places where they are cooperating. As BBC is a huge telecast
organisation which channels its show at various regions and countries of world. The shows
which it is telecasting may be of use to a country but may not for use of another country. So, to
administrate in these countries properly, geographical organizational structure is adopted. Here,
the policies, departments, procedures and etc. all will be formed according to the geographic
division separately. This will make the management of these regions and segmentations easy and
the company can provide the niche shows according to the demand and taste of that segment.
Application of Greiner’s model -5 stage
This model is advices that any organisation went through 6 stages of growth and
development. The model helps the oganisation in examining the area where they have lack
behind whether it is in their organizational structure, system, processes or any other. This also
unable to anticipate the issues beforehand. These 5 stages are:
Growth through creativity: The organisation here brings growth and development through the
help of creativity. The bring the development by creativity by bringing innovative ideas and
creative strategies that can help in bringing the growth.
Growth through direction: Here, the organisation sets the direction for their organisation in
such a way which brings growth and development in their working. The whole direction of
actions is set in a way that can help in bringing development.
Growth through delegation: The organisation brings the growth by delegating their work to
their employees or staff members.
Growth through coordination: In this, the growth and development are brought by
coordinating the activities or work performed in organisation (Feka and Morrison, 2017).
Growth through collaboration: Here the growth is brought by collaborating the organisation
with other organisation. Through this the power and base for the same increase.
As in the case with BBC, the organisation brings growth and development by growth
through direction. They have planned out a new organisation structure which can bring them

growth and development. Through this new geographical organizational structure, the company
can be able to operate well in their operating countries.
Evaluation of different models for change
There are various models and theories with the help of which an organisation, BBC, can
establish and implement the required change in their system. These models can be:
Lewin change model: This model consists of 3 stages or steps for implement the effective
change in organisation. These 3 stages are as follows:
Unfreeze: At this stage, the organisation stops its current practice as they have planned to
bring a new change in organisation. Here the BBC company, will make their employees
understand about the needs for bringing change and the merits which they will get from the
same.
Change: At this stage, BBC will bring the bring i.e., implementing the geographical
organizational structure into company. The organisation will try its best to eliminate all the
barriers which it would be facing in between its establishment of change (Grisel, 2019). They
will also convince the employees by giving them necessary training for work and skills which
will help them in copping up with the change.
Freeze: At this stage, the BBC will freeze the changes which it has implemented in its
work place. In this step, the change is properly established in organisation and then it is practice
by all employees in effective manner. The geographical organizational structure is fully
implemented in work place and now all the employees get habitual in performing the work
according to the change.
Kotter’s change management theory: The theory is consisting of 8 steps which are:
Creating urgency: Here, the organisation creates urgency about the need for bringing
change in organisation. In the context of BBC company, the urgency would be of establishing
the change of organizational structure in workplace. Earlier BBC adopted the divisional
organizational structure but now it has planned to shifted it to geographical organizational
structure.
Forming a strong coalition: At this step, the organsiation will forms a strong base for
bringing the change. Here, BBC will build up a team which would help the organisation in
bringing change. The team will then make the required arrangements about what changes to
bring and how to bring it.
Creation of vision: BBC company will form a vision which it can show to their
employees about how the change will going to yield profit for organisation. This vision when
shared will employees help in motivating them in contributing more in their work. Apart from
that this vision also will help the company in setting a particular direction about where they
should need to head for achieving that vision (Kattner and et al., 2018).

Communication: Here, BBC will communicate the vision and goals to all over the
organisation so that the employees can understand the need for bringing change in a more
effective way.
Eliminating obstacles: At this stage, the organisation, BBC, will try to remove barriers
which comes between the implementation of required change. They can remove the same by
providing the necessary counselling, training, skills and development programs to employees so
that they cannot become indifferent and negative towards the change.
Creating of short term wins: In this BBC will forms a planning path which defines short
term goals. That short term path will help the organisation in achieving the long term plan or
goals. Therefore, creation of short wins is very important to reach long term mission and goals.
Building on change: At this step, the company will get continue with change and will
keep going with the implementation process. As in the case with BBC, the company will keep
going in implementing the change in their organizational structure till its fully establish.
Anchoring the change: At this step, BBC will fully get successful in establishing the
change in organisation. They will get succeed in shifting their organizational structure from
divisional to geographical.
Role of leadership in bringing change
A leader plays an important role in bringing change in organisation. He is the one who forms the
mission and vision for his company. He is also responsible for making up the necessary
strategies about how they can be able to reach their goals and objectives. He is a person who
identifies the areas where improvements are needed so that he can bring changes into that. In
short, a leader is the first person who identifies the need to bring change (Kumarasiri and
Gunasekarage, 2017). He gives instructions to managers about how they and their organisation
will bring out the change in more smooth and effective way.
Stakeholders who will affect through change
The stakeholder who actually will get affected by change can be:
Employees: These are the people who will get affected as their way of working, procedures,
policies will get change with this organizational change.
Investors: These people will also get affect. It might possible that through this change the
organisation may face some loss or problems. All the problems or loss would get affected
through that.
Departmental heads: They will also get affected through change as they are the people who
would manage change in the organisation.
Justify the approach to be used for a change process and develop a strategic plan for its
implementation
Continuum of Intervention Strategies is a concept in which the employees are provided
with the tasks, work, strategies, tactics and path that would lead them to the direction of ultimate

goal and objectives. Through this strategy a lot of support is provided to employees which helps
them in getting what they have to achieve.
For bring the change in a smooth way, BBC had adopted various change method which will help
them in implanting these changes. The change models or method will unsure that these changes
will get the establish in best possible way. As in the case study mentioned, BBC company has
use Lewin change management model for bringing change. In this they first have unfreeze the
practice which they yet exercise in organisation (Lockhart, 2018). Then they implement the
change in organisation. To minimize the barriers which organisation sees in between the process
of bringing change they have build up a team of change agent which will help the BBC in
bringing the smooth-running change. Later after implementing the change, they freeze it till the
next need for bringing change.
Implement a change process and analyses the benefits including how the change will become
sustainable
After implementing the change in organisation, the task of BBC has not completed yet.
They also have to analyses that whether the change implementing is yielding some profit or
productivity to the company or not. For that they conduct an analyses program for the change. In
that program they measure the actual performance which BBC has achieved after change and
then compares it with standard performance which the company has decided. The change was to
shift the organizational structure from divisional to geographical organizational structure. The
effectivity and merits of the organisation has attain through bringing organizational structure
change is calculated and then compared with standard performance. If the organisation finds a
huge difference then their will be an immediate requirement to take corrective actions. These
corrective actions will enable the company to bridge the gap between the actual and standard
goals. With these analyses the effectivity of change can get examined in a proper manner
(Mieszkowska and et al., 2019).
It will be very important for BBC to keep a regular check upon the work or change. They can
make sure that the change which has been implemented is happening according to the track or
not. If BBC founds out that there is some gap between actual and standard performance then they
immediately will execute action plan. The action plan is a process which is establish in a
company as:
Defining the problem: Here, the problem for the organisation is identified and real problem or
issue gets defined. The situation is being analyses in a proper manner and all the factors
associated with it is examined. After analyzing the whole situation, the real problem is being
analyzed.
Collection and analyses of information: The information or data is gathered and then the
proper analyses about that data are performed. This data will help the organisation to examine
the areas where they did go wrong.

Clarification and prioritizing the issue: The organisation clarifies and the make priorities to
the problems they have detected in data analyzing. They will concentrate more upon the problem
which is of more importance as compared to focusing upon problems which is of less
importance.
Writing of goal statement: The organisation then has to decide a goal statement for each
problem they might encounter (Monz, and et al., 2020). They may write the goal statement
through specify the SMART objectives for those issues.
Implementation of solution: It is the last step in action plan in which the organisation would
implement the solutions for change so that they can bring the actual and standard performance at
par.
CONCLUSION
In the report presented above, managing change in organisation has been explained. The
case study about BBC organisation has been presented which wants to bring up a change in its
organizational structure. They have planned to shift their organizational structure from divisional
organizational structure to geographical organizational structure. To bring the change effectively,
various models and theories has been used by the company which are Lewis model for change
and Kotter’s model for change management.

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