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Name Vijay Kodandaraman Bysani
Student I.D.Number 02913971
Course Master of Business Administration
Unit Title Leading Strategic Change
Unit Code SM 446
Unit Tutor Walter Fraser
Analysis and Evaluation of Nature of Change
and Leadership Employed at Asda
Analysis and Evaluation of Nature of Change and Leadership Employed at Asda
Leading Strategic Change – SM 446 – Assignment May 2003
Vijay Kodandaraman Bysani
- 2 -Analysis and Evaluation of Nature of Change and Leadership Employed at Asda
Leading Strategic Change – SM 446 – Assignment May 2003
Vijay Kodandaraman Bysani
Table of Contents
Particulars Page
1 List of Figures 3
2 List of Appendices 4
3 Executive Summary 5
4 Introduction 7
5 Introducing Change 8
6 Brief Introduction of Asda 10
7 Crisis Situation 11
8 Strategic Directions of Archie Norman 12
9.1 Theories and Frameworks in Relation to Asda 13
9.2 Theory E And Theory Y 13
9.3 Top-Down Transformation or Bottom-Up Change 14
9.4 The Change Cube 14
10.1 Change Elements 16
10.2 Cultural Change 16
10.3 Store and Policy Change 16
10.4 Mission Change 17
10.5 Company Values Defined 17
11 Classification of Change 18
12 Cultural Web 19
13 Leadership 23
14 Conclusion 25
15 Limitations of Report 27
16 References 41
17 Bibliography 46
18 Declaration 51
- 3 -1
Figure 9.1.: The Change Cube 15
1. List of Figures
Particulars Page
2
Figure 12.1.: Asda Cultural Web - Before Change Initiatives (1991) 21
3
Figure 12.2.: Asda Cultural Web - After Change Initiatives (1996) 22
Analysis and Evaluation of Nature of Change and Leadership Employed at Asda
Leading Strategic Change – SM 446 – Assignment May 2003
Vijay Kodandaraman Bysani
- 4 -Appendix 1
Asda's Business Philosophy in 1965 28
Appendix 2
Organization Chart Prior to Archie Norman's Reorganization (1991) 29
Appendix 3
Organization Chart Subsequent to Archie Norman's Reorganization (1992) 30
Appendix 4
Comparing Theories of Change 31
Appendix 5
Archie Norman's Speech 32
Appendix 6
Top-Down Transformation 33
Appendix 7
Bottom-Up Change 34
Appendix 8
Achieving The Asda Way of Working 35
Appendix 9
The Three Year Plan 36
Appendix 10
Asda's Strategy - 10 Change Objectives 37
Appendix 11
Asda's Company Values 38
Appendix 12
A typology of change strategies and conditions for their use 39
Appendix 13
Asda Group Financial Summary 40Analysis and Evaluation of Nature of Change and Leadership Employed at Asda
Leading Strategic Change – SM 446 – Assignment May 2003
Vijay Kodandaraman Bysani
2. List of Appendices
Particulars Page
- 5 -3. EXECUTIVE SUMMARY
A successful strategy is one where it is designed to work with the current and future
environment. Strategic Change is not a crisis solution. Organizations can not rely on a
successful strategy for long. Organizations need to revitalize its competitive advantage
continuously as new market players enter and current competitors imitate the offerings.
However change is not always successful and the reasons may be abundant.
RESEARCH AIMS AND OBJECTIVES
The author attempts to apply theory to practise by applying relevant theories and frameworks
in analyzing the short-listed organization and its change in strategy. This report has three
main aims. First, it attempts to identify and discuss the nature of change. Second, it aims at
evaluating the way in which the change was managed. And finally, it explores the nature of
leadership in the change.
STRUCTURE OF THE REPORT
This report consists of parts, each of which is further divided into sub-sections covering
relevant areas to the topic under discussion.
The first part introduces the reader to the report and also outlines the structure and topics of
discussion.
Analysis and Evaluation of Nature of Change and Leadership Employed at Asda
Leading Strategic Change – SM 446 – Assignment May 2003
Vijay Kodandaraman Bysani
- 6 -Analysis and Evaluation of Nature of Change and Leadership Employed at Asda
Leading Strategic Change – SM 446 – Assignment May 2003
Vijay Kodandaraman Bysani
The second part introduces theoretical background on change and change management.
The third part gives the reader background of the short-listed organization and leads into the
causes of change in strategy.
The forth part introduces the new changes in strategy and attempts to compare them with
relevant theories and frameworks. It furthermore attempts to provide insight into the
organization’s new changes and evaluate its effectiveness using frameworks like the cultural
web.
The fifth part dwells in the area of leadership employed by the CEO and how effective was
the CEO’s skills in the success or failure of the change initiatives.
The sixth part presents the highlights of this report and expresses the researcher’s limitation
to this report, along with the significance of the change initiatives and the author’s own
views.
- 7 -4. INTRODUCTION
This report is an attempt to investigate one company, Asda, to gain an insight into how
change management is implemented and how it’s dealt with.
It’s a contribution to the understanding of change management and leadership in general, and
to the understanding of practical application in an international company in particular.
This report is divided into three main parts:
The first part is concerned with literature review. The literature review explains change
management and leadership in context to the organisation in addition to discussing the
theories relevant to each of the areas.
The second part consists of sub parts. The organization of discussion is introduced and
background information leading to the change initiatives is discussed. It ends with the
research findings and comments on the change initiatives and leadership displayed.
The final part summarises the outcome and limitations and explores future directions.
Analysis and Evaluation of Nature of Change and Leadership Employed at Asda
Leading Strategic Change – SM 446 – Assignment May 2003
Vijay Kodandaraman Bysani
- 8 -5. INTRODUCING CHANGE
Mintzberg (1998) quote ‘no intended strategy can ever be so precisely defined that it covers
every eventuality, realised strategies have emergent as well as deliberate characteristics’.
History has witnessed no organization being able to sustain its competitive edge for long
(Peters, 1989).
Daft (1983) discusses four types of change which affect organisations, i.e. technology,
product or service, administrative changes and people attitudes (culture). The author feels
any of these changes would affect the other and lead to a total change encompassing the
organisation. Although change is present everywhere and in every form, resistance to change
is not surprising (Kotter and Schlesinger, 1979).
The author finds organizational change like a cube but with innumerable sides to it.
Organizational change can be described as strategic or non-strategic change (Pettigre, 1987),
incremental or quantum change (Greenwood and Hinings, 1993), planned or emergent
change (Wilson, 1992), and change in relation to scale (Buchanna and Boddy, 1992). Change
typically touches upon process, design, culture, and politics (Cao, Clarke and Lehaney,
1999).
The key issues are participation, involvement and commitment (Thompson, 2001).
Management of change exhibits four key features, dissatisfaction with the present strategies,
vision of the better alternative, a strategy for implementing change and resistance to the
proposals at some stage (Margerison and Smith, 1989). Changes result from the impact of a
Analysis and Evaluation of Nature of Change and Leadership Employed at Asda
Leading Strategic Change – SM 446 – Assignment May 2003
Vijay Kodandaraman Bysani
- 9 -Analysis and Evaluation of Nature of Change and Leadership Employed at Asda
Leading Strategic Change – SM 446 – Assignment May 2003
Vijay Kodandaraman Bysani
set of driving forces upon restraining forces. The extent to which change takes places is a
result of which force is stronger, the driving forces or the restraining forces (Lewin, 1951).
- 10 -6. BRIEF INTRODUCTION OF ASDA
Asda had its modest beginnings in 1920 by a group of diary farmers in Yorkshire County for
a means to sell milk (Weber and Beer, 1998a). Asda expanded by acquiring and diversifying
into bakeries, meat processing plans, and non-food businesses before finally going public in
1949. Asda Stores Ltd. business philosophy was to be the lowest price with the customer in
mind always (Appendix 1). With this Asda pursued setting stores in out-of-town corners and
targeted value-conscious customers.
In 1981, Asda initiated to increase profits by reducing costs and offering higher-priced valueadded
products. With this change, Asda lost the price-leadership position and eventually
started to loose its customers. The managing director was replaced following a series of
change initiatives. Along with store refurbishment programs and customer service
improvements, the company diversified and acquired businesses like Gateway Stores, Allied
Retailers, MFI and Maples a chain of furniture and carpet retailers (Weber and Beer, 1998a).
Analysis and Evaluation of Nature of Change and Leadership Employed at Asda
Leading Strategic Change – SM 446 – Assignment May 2003
Vijay Kodandaraman Bysani
- 11 -7. CRISIS SITUATION
In 1991, the £4.5 billion chain had a debt over £1 billion and Asda’s stock price had crashed
from over 100 pence to below 30 and the organization had become highly bureaucratic and
hierarchical (Appendix 2). Archie Norman was offered the position as the chief executive
(Weber and Beer, 1998a).
Asda had engulfed into a wide speculation of takeovers and rumours of survival. One article
stated, “In a decade of unparalleled prosperity for supermarkets, Asda has managed to make a
series of blunders which have weakened it to the point where its survival must be in doubt”
(The Daily Telegraph, 1991). Another subtitled The Rise and Fall of the Asda Group, stated,
“Critics blame one thing for Asda’s current difficulties – bad management for more than 10
years” (The Financial Times, 1991).
Analysis and Evaluation of Nature of Change and Leadership Employed at Asda
Leading Strategic Change – SM 446 – Assignment May 2003
Vijay Kodandaraman Bysani
- 12 -8. STRATEGIC DICECTIONS OF ARCHIE NORMAN
Organizational change has been defined as the ‘process of adjusting the organisation to
changes in the environment’ (Michael, 1982). Three dimensions used are depth of the change,
the pervasiveness of change and the complexity of the change (Ledford et al, 1989). The
changes implemented at Asda, in relative terms to dimensions of change, were deep, wide
and complex. Norman’s change initiatives involved change in the management starting with
recruitment of key personal and firing of personal related to previous failures including the
chief financial officer (Appendix 3).
One of the important highlights of Archie Norman’s strategy was to get to the bottom of the
issue. Norman didn’t attempt to buy support, but rather just got to the big picture which
helped in effective regeneration (Pascale, Millemann and Gioja, 1997).
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