As we look at the need for a customer orientated approach, there is an additional change that is required in terms of delivering content to readers. The fact is that traditional modes of accessing news cannot cater to the mobility that has been introduced in modern times. With an increased forcus on mobility, there is a greater need for accessing news or content through online channels across digital mediums. This means that Telegraph Media Group’s traditional model of off-line content needs to see a transition in terms of not only giving a greater on-line access to readers but also bringing about integration between the on-line and off-line content. Here we’re talking about change management in terms of introducing technology in the organization where the implications of technological change would have to be borne.
We can see disparity between the two papers by the way employees of both groups view their colleagues in the other group. While Daily Telegraph is considered unadventurous and conventional by employees of Sunday Telegraph, the latter is considered an amateur effort by the employees of Daily Telegraph.
If we look at the identified areas for change management, we can see how they are interlinked. Bringing about a change in terms of changing from a product orientated approach to a customer orientated approach would certainly mean giving a higher priority to on-line content while at the same time integrating on-line and off-line content. Additionally this requires bringing about coordination and harmony in the content of Daily Telegraph and Sunday Telegraph where integration would mean looking at conflict management as part of the change management plan.
Additionally the business model is weak in terms of focusing on the professional and personal development of the staff as evident by the fact that there is little interest in training employees for future management roles.
We can also see how there is an autocratic approach to management...