Discussion Questions on Change Management Essay Example | Topics and Well Written Essays - 750 words

Discussion Questions on Change Management - Essay Example The planned change management approaches include the organization management approach, the change management approach, the contingency approach and the processual approach (Cummings & Worley, 2009). Organizational change management therefore depends on the type of type of approach or model that organization chooses to use. There has been intense debate concerning the use of organizational development and processual approaches. Processual approach to change management as advocated for in the journal views change as an ongoing process that should be done within a period. Processual approach gives top managers of organization the role of initiating and influencing change management processes in their respective settings. Organizational development as an approach to change management relies extensively on soft factors in order to achieve transformation. The problem with soft factors in change management is that they are unable directly influence various change management programs that ar e initiated in organizations. Although organization development approach advocates for the use of soft factors such as visionary leadership, culture, and motivation in organizational change management, they cannot successfully contribute to the implementation of transformation projects or changes in organizations. Unlike organizational development approaches, processual approaches rely on hard factors of change management. These factors can be directly and indirectly be measured by organizations, can be externally and internally communicated in organizations and they are capable of influencing change management in organizations in quick and efficient ways (Sirkin, Keenan, & Jackson, 2005). Role of Vision Vision is important in change management process as it focuses the change management process and effort towards one goal. Creation and developing change management vision is also significant as it identifies strategies and ways for the achievement of the desired organization changes . In most cases, the vision usually shows clearly how the achievement of the outlined changes will improve or benefit the organization. Vision can inspire, motivate, and engage people in organization towards the realization of change management goals (Dobbs & Walker, 2010). Vision is also significant to sustainability of organization changes since it directs people in organizations towards a shared vision by creating meaning and identity (Sirkin, Keenan, & Jackson, 2005). Effective Communication Communication enables messages to be generated, interpreted between people within the organization thus it links people, and create relationships. In processual approach, effective communication is crucial and should be an integral part of the whole process. Effective communication is required during change management process since it is the mode at which new behaviours and ideas can be imparted to employees (Sirkin, Keenan, & Jackson, 2005). During change management process in organizations , top management often communicate the vision with a view to influence and empower employees to work towards the achievement of the new vision through open communication strategy. Business leaders and top managers in organization usually use effective and continuous communication strategies to drive home the need for change in their organizations (Cushman & King, 2005). One-on-one conversations between to managers and other employees concerning the need for organizational change is an

Marketing Essay Example | Topics and Well Written Essays - 500 words - 19

Marketing - Essay Example Segmentation refers to the process of dividing the market based on certain variables like geographic, demographic, psychographic, and behavioral factors. The rationale of market segmentation is the identification of a specific market which a business organization can best serve. This way, it is better positioned to create a product or service which more suitable and appropriate for a specific market as well as complement it with other components of marketing mix such as price, promotion activities, and distribution channels. For example, the number one specialty coffee shop in the world Starbucks has started its business operation eyeing not the whole market for coffee but on a specific market niche—â€Å"affluent, well-educated, white collars between the ages of 25 and 41.† Thus, it has focused on the provision of products which appeals to this market segment, prices them accordingly, and builds stores in urban and metropolitan areas where these people populate. Positioning is the â€Å"act of designing the company’s offering and image to occupy the mind a distinctive place in the mind of the target market (Kotler 2002, pp.308).† Positioning is the product of the different techniques employed by marketers which gives it a unique image. The end product of positioning is the unique value proposition which is delivered by the company. Amazon.com has irrefutably established a distinctive image in its market. Unlike any other shops, it takes advantage of technological advancements by being a purely online retailer. Amazon.com traditionally positions itself as a more convenient and less costly distributor of books. However, through its longer and wider selection of product offerings, it is positioning itself as an online retailer of anything that a customer needs. Lastly, differentiation refers to the â€Å"process of adding a set of meaningful and