MGMT6012 Management Perspectives: Australian Skin Clinics Case Study

This case study report provides a management perspective of Australian Skin Clinics based on an interview with a project manager. It explores the clinic's mission, values, culture, and management style using Morgan's metaphors, and delves into organizational theory, ethics, and diversity within the company. The analysis includes discussions on classical, neo-classical, and systems theories, and how these apply to the clinic's operations and management practices. The report also highlights the importance of ethical practices and diversity in maintaining a high-quality service and positive work environment. Finally, the report concludes with recommendations for further enhancing the clinic's management and operational strategies.

Running head: MANAGEMENT PERSPECTIVE
Management Perspective
Assessment 1
Julia Pasik-Maciejewska
00177401T
Torrens University

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Executive Summary:
The report aims at providing an overview of the management perspective of the Australian Skin
Clinics. Here, the report begins with a brief introduction of the clinic followed by the discussion
on the research methodology adopted. The report adopts a qualitative approach by undertaking
an interview. The report also provides an insight into the mission, vision, culture and
management of the Australian Skin Clinic in context of the metaphors put across by Morgan.
The report also puts forward a discussion organizational theory and ethics and ethical diversity in
context of the Australian Skin Clinics. The report also puts up necessary recommendations.

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Table of Contents
Introduction:....................................................................................................................................3
Research Methodology:...................................................................................................................3
Mission and Values of the Organization and Insight to Culture and Management Style Using
Morgan’s Metaphors........................................................................................................................4
Organizational Theory:....................................................................................................................7
Ethics and Diversity.......................................................................................................................10
Conclusion and Recommendations:..............................................................................................11
References:....................................................................................................................................12
Appendix 1: Interview Question and Answer...............................................................................14

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Introduction:
The report aims at providing a management perspective of Australian Skin Clinics
through conducting an interview of Lauren Arthur, who is the project manager of all the
Australian Laser Clinics in New South Wales Australia (australianskinclinics.com.au, 2019).
The Australian Skin Clinic provides effective and affordable non-surgical treatments to its clients
who are looking for cosmetic injections, laser hair removal, good skin care and fat reduction.
The skincare clinic offers one of the latest and advanced aesthetic products and treatments
available. The skincare clinic believes in the mission of making the people feel and look fantastic
through credible, leading edge and the medically researched cosmetic treatment in an ethical,
professional and service oriented environment.
This particular organization is chosen since ithas been recognized widely as one of the
leading authorities in aesthetic and cosmetic services. Besides, most of the services are provided
in an ethical, professional and service oriented ambience. The clinic also provides ongoing and
extensive training to all its employees. The laser technicians of the firm hold Laser Safety
Certificate thereby providing maximum benefits to the clients. The treatments related to the
cosmetic injections are mostly performed by the trained medical professionals. Further, the firm
always guarantees highest priority to its clients and works for their best interest. Clients can also
schedule free consultation with the firm through appointments.
Research Methodology:

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This particular study adopts a qualitative approach through in depth interview
(Baskarada, 2014). Interviews put across optimal solution for the collection of the data on the
personal history, experiences and the perspectives particularly while exploring sensitive topics.
The kind of data generated through this approach includes audio, field notes, transcripts and
recordings. For this particular report an interview was conducted with Arthur Lauren, the project
manager of the Australian Laser Clinics. The questions were related to the management style,
business development across clinics, ways of prioritizing and organizing work, ways of
identifying a newer market for making an entry, important factors in evaluation of a deal,
preferred strategy for effective operation across clinics, types of treatment provided, how the
managers keep in touch with existing customers, ways of ensuring safety across Clinics, current
developments in industry that influenced business development efforts, use of technology in
job, learning from the experience of losing business opportunity, ensuring personal connection
to co worker s, ensuring customer satisfaction, long range business objectives of the company
Mission and Values of the Organization and Insight to Culture and Management Style
Using Morgan’s Metaphors
As stated by Morgan, an organization is often visualized in terms of the eight key
metaphors. These eight standard metaphors put across in respect to any organization are as
follows (Morgan, 2016):
1. Organization as the Machine: This has been characterized through efficiency, order,
input, standardization and output.
2. Organization as the Organisms: This is characterized by lifecycle, adaptation,
homeostasis and living systems.

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3. Organization as the Brains: This remains characterized by the required mindset,
variety, learning system and feedback.
4. Organization as the culture: This remains characterized by the traditions, beliefs,
societies, values and the shared vision and mission
5. Organization as the Political Systems: This is characterized the power, interest,
alliance, formal and the informal pathways.
6. Organization as the Psychic Prison: This remains characterized by common kind of
traits that trap an organization.
7. Organization as the Flux andTransformation: This particular metaphor remains
characterized by the notion of stability, dissipation and entropy.
8. Organization as the Instruments of Domination: This remains characterized by the
ability of influencing or demanding compliance of others.
Mission of Australian Skin Clinics: The skincare clinic moves forward with the mission of
making the people feel and look fantastic by putting across leading edge, credible and the
medically researched cosmetic treatment in an ethical, professional and service oriented
ambience with its highest priority working towards best interest of the client
(australianskinclinics.com.au, 2019).
Values of Australian Clinic: The values of the skincare firm lies in providing exceptional
beauty care treatments at affordable prices and under the trusted professional. The Clinics
represented higher standards of the style and the service (australianskinclinics.com.au, 2019).
However, the company adds value by meeting the individual needs of clients by partnering with

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the cosmetic surgeon and trained nurses and also provides different approaches for achieving the
best results through advanced techniques of skin care. In other words, the Clinic works towards
the development of a synergistic approach that helps in enhancing theskin health and reducing
the signs of the ageing.
Insight to the Culture:Australian Skin Clinics believes in maintaining clan culture thereby
maintaining a friendly work ambience where people not only share lot of things in common but
holds the similarity as to be a large family (11). The executives or the leaders act as the mentors
or the father figures and the organization is held together by tradition and loyalty. The aspects of
the business of the company have a key purpose which lies in making lives of customers
better. Hence, each decision of the skincare clinic revolves around customers. Besides, the
company further believes in remaining fair and opens thereby following a transparent culture.
Whether it is the team member, suppliers, clients or the service providers, the Australian Skin
Clinics takes utmost care of each of the individuals working through its doors.
Management Style:
On the other hand, the Australian Skin Clinics follows the management style where the
chief of the firm’s branch represented the top most hierarchy and holds the responsibility for the
overall performance of the clinic (12). The daily operations like the staff roster, cash and the
stock control are looked after by the senior managers. The management also comprise of middle-
aged employees who holds the responsibility of regular delegation of the task. The Clinic also
has staffs that holds lesser responsibilities and mostly carries the orders put across by senior
managers and the full-time employees. Therefore, the management style is more participative
that not only encourages cooperation but also instils the urge in working together. Here, the

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employees also take a part in the process of decision- making. The participative management
style encouraged open communication and resulted in proper application of motivational
methods. Therefore, the vision, mission, values, culture and the management style at the
Australian Skin Clinics to an extent fulfils eight metaphors of Morgan.
Organizational Theory:
The existing management theories of organizations include:
Classical Management Theory: This particular theory depends is a combination of
administrative theory, scientific management and the bureaucratic theory. This theory
emphasized on the structure, prescribed what is suitable for the firm and puts forward practical
aspects of managing a firm (Glinkowska& Kaczmarek, 2015).
Here, the report focuses attention on how Henry Foyal explains administrative theory in a
practical manner by adoption of 14 principles. The fourteen principles that define the Fayol
Theory of Management are as follows (Shafritz, Ott & Jang, 2015):
1. Principle ofDivision of the Work: This refers to the reduction of the span of the
attention or the effort for a single person or group. It helps in developing familiarity and practice.
2. Principle ofAuthority: This refers to the right of giving orders. It should not be
considered without a reference towards responsibility.
3. Principle ofDiscipline: This represents the outwardly marks of the respect according
to the formal or informal agreements between the firm and the employees

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4. Principle ofUnity of the Command: This represents the superiority of a single man
5. Principle ofUnity of the Direction: This refers to the one head and the one plan for
the activities of the group within the same objective.
6. Principle ofSubordination of the Individual Interest to General Interest: This
implies that interest of an individual or group should never prevail over general good. This
represented one of the difficult areas of the management
7. Principle ofRemuneration: This refers to the fact that pay should be equal for both
the employee and the firm.
8. Principle ofCentralization: This principle is always present to a larger or a lesser
extent depending on the company size and the quality of the managers
9. Principle ofScalar Chain: This refers to the line of the authority from the top to the
bottom of the organization.
10. Principle of Order: This refers to having the right man at the right place.
11. Principle of Equity: This refers to the combination of the kindliness and justice
towards employees.
12. Principle of Stability and Tenacity of the Personnel: This refers to the instance
when the employees needed to be given the required for settling in their jobs although it might be
a long period for the managers.

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13. Principle of Initiative: This implies that with the limits of discipline and authority,
every level of staff should be encouraged for showing in initiative.
14. Principle of Esprit de Corps: This refers to fact that Harmony represents a great
strength of the organization which implies that one should encourage teamwork.
Neo-Classical Organization Theory: According to Nhema (2015). this theory ensures
that the improvement in the productivity within the environment remains coherent with the value
and the purpose. Within the cohesive environment, the organization is capable of finding success
and the subordinate accepts the managerial authority. The key aspect of this particular theory lay
in maintaining the equilibrium in spite of the presence of unpredictable responses towards the
managerial authority.
Systems Theory: As stated byLuhmann, Baecker, &Gilgen (2013), this theory helps in
portraying the existence of interrelatedness in every part of organization thereby implying how
changes in the one is able to influence other parts. While considering the theory it should note
that systems do not interact in linear fashion. Therefore, small changes in one part can lead to
bigger changes in other portions. It is, however, important to note that most organizations acts as
systems that interacts with the bigger environment. It has been found that the equilibrium
changes continuously with adaptation of organization with changing environment.
Change represents a critical aspect of Australian Skin Clinics for enhancing efficiency of
the management (Lorenzi& Riley, 2013). The skincare clinic undergoes change from its ongoing
state to the futuristic desired state in order to ensure future management of transition process.
Thus, as one of renowned and trusted skincare brands of Australia, Australian Skin Clinics aims

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towards constant endeavour in delivering the unique experience to customers across all the
clinics in Australia. The continuous evaluation of the innovation of the company represented a
suitable example that defined incredible growth in terms of providing unique cosmetic services
and treatments to the clients. It was found that the Australian Skin Clinic combined changing
environment with client demands for providing greater value based on choice. The skincare
clinic of Australia believes in making decisions cantered on the clients and so the decisions
related to the clients and their tendency of availing the service should take place in dynamic
manner.
Ethics and Diversity
Australian Skin Care Clinics follows an ethical practice with the aim of providing customers
higher quality cosmetic service at the best possible price. As an ethical practice, the skincare
clinic recruits registered nurses for carrying its cosmetic treatments (Floyd et al., 2013).
The clinic also enforces face to face consultations thereby guaranteeing utmost safety to its
clients. Besides, in administering cosmetic injectables, the doctor and nurses undertakes further
training. As an ethical practice, the skincare clinic also ensures safety and effectiveness of the
laser treatments that is not limited by the following:
 Other medications taken by consumers at time of treatment
 Sun exposure to areas two weeks before and after the treatment
 Hair needed to be unshaven, waxed or plucked two weeks following the treatment
 Permanent make up or tattoo in the area of treatment
 Use ofhydroquinone in three days prior to treatment
 Presence of viral infection or active bacteria

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 Breastfeeding and pregnancy
As far as diversity is concerned, Australian Skin Care Clinics, embraced diversity thereby
making the employees feel valued and respected within workplace irrespective of gender, beliefs,
age, ethnicity, disability, sexual orientation or gender identity. The firm also undertakes steps in
reducing gaps of the gender pay(Rice, 2015 ).
Conclusion and Recommendations:
In conclusion, it can be noted that the Australian Skin Clinic adopted the process of
change through means of innovation such that it is capable of producing the customers with
quality products thereby ensuring a remarkable experience. Australian Skin Clinics also made a
contribution in blending changed environments with the customer demand by embracing system
theory of the organizational management.
However, it has been recommended that Australian Skin Clinics can improve the supply
chain by locating the weaker sections of the supply chain which would enable it in becoming
increasingly efficient. It is to be noted that optimization of a supply chain is necessary for
avoiding the threats. It is also recommended that Australian Skin Clinics can further introduce
free counselling sessions for the clients on how they can take additional care of their skin by
eating healthy and managing stress.