The case facts (brief summary; 2-4 sentences of what’s happening and who’s involved):
- Jess Westerly, who had a similar position as a software service provider in the US, and achieved successful growing market share of the company. Now she works for Kauflauf, which stresses technical excellence, norms of collaboration, and mutual respect. Westerly thought that Kauflauf enables to increase their profits by changing their primary targets, but with large-scale of data, and support by other colleges, she failed to persuade regional sales directors and field consultant. Therefore, she prepared more than the first trial, and now Westerly is worrying what she can do next for rigidly backing her suggestion.
The issues/potential main problem (main issues in OB terms related to the module):
- Competitive environment: In this case, by naming other software service company, it says how they differentiate they targets and what they focused on. Also, it shows how employees cooperate for achieving better profits level, and they press themselves through better ideas. However, as they need to consider many risks, workers tend to be conservative and feel difficult adopt new things (People Resistances). Moreover, as Westerly shows to us, a personal suggestion can conflict with strong organization culture (Organization Resistances). Regional sales directors and filed consultant reject Westerly’s suggestion by supporting the importance of small accounts by using their experience. This confliction is related with Problems with traditional change methods. Also, it is explained by Kurt Lewin’s organization change model. Westerly tried to persuade company (Driving forces), but organization resists with restraining forces. It shows that driving force was equal or weaker than restraining forces, so it failed (Steady State). As a result, Westerly gather better data and persuade colleagues to approach to new state.
Three questions or comments I want to make in class: