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CHANGE MANAGEMENT 4

Change Management

Mark Owens

Grantham University

In the arena of business practice, change management remains a vital aspect that determines the performance, the success, and the profitability of an organization. In this respect, Todnem (2012) asserts that change management is the only tool that guarantees survival and success in a competitive and dynamic business environment. The process of change management aims at improving the capability of an organization to conform the conditions in both internal and external environment. It is in this respect that this paper looks at the concept of change management. It also highlights British Airways’ case as an example of a company that has successfully dealt with the transformation process.

Appropriate description of what change management entails is evident from the standpoint taken by Burnes (2014), who described it as a continuous process of renewing a company’s structure, processes, capabilities, culture, and strategic direction so as to meet the needs and expectations of both external and internal customers. The author adds that change is ever present in every organization and affects issues at the strategic and operational levels. Based on this description, change management calls for evaluation and understanding all the aspects of a business involved in its operations and existence (Burnes, 2014). It entails identifying where a business should be in the future with respect to the condition presented by internal and external environmental factors. When responding to such conditions, an entity requires a business strategy that can guide the adoption and implementation of a given change management process. The strategy outlines the principles and steps in a change management process. For instance, a business change management strategy should outline how the management will communicate the anticipated transitions to the organizational members with the objective of reducing resistance. A change management strategy also highlights the expectations of the organization and the change participants. It should integrate the various needs of organizational members (Paton & McCalman, 2008). 

Aside from the above description, change management is a process that is aimed at the achievement of certain goals. Such goals underscore the existence of the process and the need for an organization to take it seriously. The main goal of a change process in every organization is to ensure effective progression of various changes through proper handling by the participants and stakeholders concerned. The initiative should be taken with the purpose of reducing the negative impacts that may stem from change-oriented incidents. It requires the managers involved to establish appropriate procedures, techniques, and approaches used in proper handling of change activities. When all change initiatives are effectively performed, an organization can easily respond to client business requirements by maximizing value and eliminating incidents of disruption and double work, ensure changes are appraised and prioritized, and achieve proper optimization of the business risks (Burnes, 2014).

Successful change management process is what makes an organization unique from other companies in a similar industry or market. The ability of a firm to understand and effectively pursue changes without any interference stems from its change management strategies. Success in this area requires a company to establish a proper change management plan that conforms to its business needs and expectations. One organization that clearly meets these requirements is British Airways. The company, which operates in the airline industry, experienced various problems prior to the change process. It suffered from wastage of resources and operational inefficiencies that made it difficult to compete effectively with its rivals in the airline sector (Faucheux, 2013).

It was not the appointment of the new chairperson that brought the change, but the change management strategy adopted by the leader. The chairperson came up with a strategy that was aimed at restructuring the whole organization. This initiative was rooted in a proper change management plan. The adoption of the methodology enabled the organization to realize the various success factors that underscore effective change management. The leader created a change vision, which was to make the organization more effective by reducing part of the workforce. The methodology enabled the organizational members understand the need for change thereby enhancing its ability to manage the transition process (Bowen, 2009). The chairperson also ensured that all the leaders were informed and involved in the transformation exercise. In this way, it was easy to pass the information vertically from the top managers to the employees in the lower levels. Additionally, the chairperson ensured that British Airways managed the problem of change resistance by communicating the change initiative to the employees. For instance, the chairperson informed the employees of the need to restructure the firm and prepared the workers for the process (Faucheux, 2013).

Not withstanding the fact that British Airways successfully managed the change process, there are areas that it could have done better so as to creating a lasting impact on the employees lives. The organization was successful at implementing the early phases of change management such as communication and establishing the roadmap for stakeholders, but did not pursue employee training and coaching. These two areas were needed because the transformation mainly involved reducing part of the workforce. There was need to train, interview, and coach the retrenched employees so that they could leave the company when they are informed and empowered. British Airways competes favorably with its competitors in the airline industry. While its rivals such as Virgin Airline and Rynair beats it in pricing, the organization outmatches its competitors with effective change management and provision of high quality services (Upchurch, 2010).

In conclusion, change management is cardinal element of business management that every organization should adopt. However, the success of the process depends on implementation of effective change management plan and strategy. Based on the case of British Airways, a company can effectively manage change if it prepares all organizational members towards the process. The ultimate purpose of change management is to ensure that change initiatives are successful.

References

Bowen, R. (2009, August 14). Change management methodology for beginners. Bright Hub Project Management. Retrieved from< http://www.brighthubpm.com/change- management/15306-change-management-methodology-for-beginners/>

Burnes, B. (2014) Managing Change: A Strategic Approach to Organizational Dynamics. ( 6th ed). Harlow:Prentice Hall.

Faucheux, M. (2013, April 24). Examples of change management plans that worked. Bright Hub Project Management. Retrieved from <http://www.brighthubpm.com/change- management/55056-examples-of-change-management-plans-that-worked/>

Paton, R. A., & McCalman, J. (2008). Change management: A guide to effective implementation. London: Sage

Todnem By, R. (2012). Organisational change management: A critical review.Journal of Change Management, 5(4), 369-380.

Upchurch, M. (2010). Creating a sustainable work environment in British Airways: implications of the 2010 cabin crew dispute.