Kotter's Eight Stage Change Model

Introduction

Throughout this report 3 questions will be answered in regards to the subject Organization and Management. A methodology section will emphasize the selection of theories as well as models used in order to understand and answer the questions. Conclusions will be included by the end of each question.

Methodology

For question 1 it was found relevant to use Kotter’s eight-stage change model to fully diagnose and understand the change process in Calavera as Kotter’s clarifies the stages within change.

Question 2, Kurt Lewin believes that “any intervention in a group, organization or community actually affects the driving and restraining forces that either help or hinder change” and a more specific understanding of this is illustrated

The researcher in this case is Nielsen, who needs to be aware of the possible issues arising with potential change and also of his own contribution in understanding how change affects his organization.

The spiral begins by conducting new research; this can either be an issue, a concern or an opportunity, all disguised as change. For the leader to effectively implement the change he firstly needs to learn and understand if his organization has the capacity to accept the change, in regards to their timetable as well as their staff number. A good idea is for Nielsen to talk with his employees, who actually do the work, to get a realistic feeling regarding the desired change and understand how large the change capacity is. Leaders tend to forget the humanly aspect of workload, and might push employees to overwork, which can cause unmotivated staff as well as poorer performance level. HR can help Nielsen understand that a single change action needs time to adjust and find its right place in the organization before there is room for another change. This is important, as his staff has to be able to follow the change and avoid stress, poor performance as well as major failures. Therefore a statement of available resources must be clear before implementing the

In every market-driven firm, it is crucial to have a high level of market orientation in the organizational plan. This certainly includes prioritizing the customers’ interests. As Calavera relies completely on their customers’ satisfaction of the products, this undoubtedly is a factor they must consider in their marketing strategy. One talks about customer-linking and market-sensing as being two elements that market-driven companies must have. Customer-linking is about keeping a close and healthy relationship to the customers. For Calavera to exist and grow in the Mexican beer market, it is a necessity that they have an understanding of the Mexican culture and customs. Market-sensing is to be able to sense change in the market and foresee the customer reaction to the marketing programs. Here Nielsen saw the change in the Danish beer market for special beers and anticipated that Mexico would have a similar interest in the future. His way of communicating this could be improved by his recognition of the customers’ need to understand the organization’s values. To put it into perspectivation to the subject Organization, where change is carefully understood in regards to the effect it has on the organization itself, the subject Marketing is focusing on how