| Change Image | Basis of Image | Application to Wal-Mart Company | Application to Amazon Company | Pressures for Change | Differs From Others How? | Unintended Consequences From Image |
| Director | Control management Image of a company | Increasing the company revenues besides enhansing competitive advntage in the industry | Ensuring that the company branches are well cordinated towards the common purpose achievement. | Increase in Company loss making through revenue loss | May differ in terms of policy implemetation as well as the general management strategy of the company. | If not properly guided and adviced, he or she may lead the company to bankrupcy |
| Navigator | Cordinator and decision maker in the company | Enhansing effective flow of purchase orders within the company. | Ensures effective cordination of online and offline purchases in the company | underperformance of the company | May differ in making decisions more especially if they diverge from the company norms. | If not experienced, he or she may mislead the company towards making wrong decisions |
| Coach | Trainer as well as leader of organizations teams | Ensuring that there is cordination between the workers in the company besides effective team playing within the depatrments | Ensuring that the changes made in the company are well communicated to the stakeholders as well as shareholders | Underperforming in his or her duties or resignition or retirement. | May differ in terms of advice that he or she is offering more especially during coaching of issues sensitive to the core objectives | If not well informed, he or she may mislead the company employees |