Fashion Live Project – Blog 3

Global Dialogues: Fashion Digital Marketing conference will be held at Coventry University London Campus E1 7JF on 4th September. 

It is a central London one day fashion conference with talks on social media marketing (including Twitter, Instagram, Facebook and WeChat…) and fashion social phenomena research by renowned researchers and industry professionals, an exhibition, followed by an evening networking drinks reception.

Register and secure a ticket: v.ht/PrHD

Find out more about the conference: http://www.xterrace.com/fdm15 

These two-week tasks can be shown as below.

  • Please update the meeting outcomes with potential sponsors by Friday 5pm to be included in leaflets
  • Please contact food, drinks, publishers, newspaper, magazines for possible sponsorship support
  • Please input your list to Mailchimp (by Wednesday 5th midday)
  • Please carry on collecting more opinion leader contacts (200 more)
  • Each team to sell 15 conference tickets, 5 evening tickets by next Monday.
  • Each team to add contacts collected previous week to MailChimp, Shamsa, please count the number (to match with targets) and let me know which team has completed the task.
  • Each team to collect 300 contacts by Friday 3pm.
  • Each team to follow up the goals discussed and present achievement by Monday.
  • PR team to report back the deals with sponsors to be included in leaflets. Leaflet artwork to be sent to City Print on Thursday, can we have them printed and delivered to CULC before Tuesday?

The meeting outcomes with potential sponsors:

There is a good new from the city print. They had agreed to print out all the materials (3000 leaflets, 200 brochures and 5 posters) for free. We original planed to print out the leaflets by this last Tuesday. However we got a terrible mistake during this period. We sent the wrong logo with city print on the back of the leaflets for city print. They were shocked by this situation. And they did not believe that we use the correct logo on our social media websites. They required me an explanation. So I just sent the explanation and the apologise letter, as well as going to their office to explain. Also, I was trying to send the evidence from both of our social media websites and new leaflets with the correct logo. This problem is being solved in the progress.

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Figure 1. An apology letter to City Print

For the lulutrip, there still have some episodes. Originally, they suggested providing us £600 during the phone. Also, we had a happy progress during the Monday meeting and they upgraded to £800 including sponsor the evening party as well. However after few days, they replied to me that they could only provide 5 one-day travel tickets to London. When we got this result, we were trying to contact other travel agencies. Hino agreed to provide £150 cash support to us and they did not care other travel agencies as the sponsors as well. We asked for lulutrip but they do not want to get together with other travel agencies as sponsors. As this time, we also add additional sponsorship benefits for them. The additional benefits can be shown as below:

We are using multiple social media channels, with videos ,images and text to promote the event and the sponsors, they will also be included in promotional video to be shared online. And we have 8000 followers, 1000 guests on the mailing list, and 3000 leaflets to reach to up to 12,000 potential consumers.

Luckily, Lulutrip has agreed to provide us 2 rooms for 2 night stay for our speakers after negotiation. And the latest update is that they have booked HolidayIn hotel near the old street for us.

For other food and drink sponsors, our team has printed out the sponsor invitation letters and tried to ask for the restaurants, wine shops and bakeries near to our campus in 2 miles. But it is quite difficult to find the food and drink sponsors and we are still trying to find them.

For the MailChimp, our team has collected 300 contacts from digital marketing, graphic design, creative, pr and consultancy companies. Also, we have collected 200 contacts from fashion leaders including bloggers, designers and media people.

 

Fashion Live Project – Blog 5

Global Dialogues: Fashion Digital Marketing conference has been held at Coventry University London Campus E1 7JF on 4th September. 

It is a central London one day fashion conference with talks on social media marketing (including Twitter, Instagram, Facebook and WeChat…) and fashion social phenomena research by renowned researchers and industry professionals, an exhibition, followed by an evening networking drinks reception.

Find out more about the conference: http://www.xterrace.com/fdm15 

The 4th September was a busy day but the day was also impressive. Throughout intensive 8 weeks preparation, the day was a special day which can prove if our hard work paid off. All of our four team members arrived campus very early at 8am in ensure everything was ready. We moved chairs and arranged them in the conference G09; prepared biscuits and drinks including water, coffee and tea in the outside of the G09; prepared the welcome desk which including goody bag, our brochures and anything we need; wrote down Thank You letter to speakers and sponsors and put them inside their chocolate gift bags.

The figures below show part of photos in the conference day.

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Figure 1. Disserts and drink desk

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Figure 2. Talk time during the conference

In the lunch of the event, we provided a range of tasty food and drinks in the studio. The guests can easy to take the food and drink they want and talk to other people in a relax environment. After lunch they can have a look our students exellent sketchbook and our campus student work 2014-15.

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Figure 3. Food and Drink in the lunch time

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Figure 4. The layout and environment of the studio at lunch time

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Figure 5. Coventry University London Campus student works for fashion programme 2014-15.

Inside of this student work books, I have found my individual works and my team works. I was very happy to see them. It can prove my hard work has been paid off.

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Figure 6. Fashion Design module sketchbook

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Figure 7. The brand of Double RL sketchbook

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Figure 8. Group Trend Book for pup art trend

The conference of Global Dialogues: Fashion Digital Marketing is a good organised event. There are 12 speakers who gave amazing presentation. Also, there are around 80 people attended our conference and we have sold 28 full tickets in public.

For this event, we have found two sponsors including the travel agency LULU Trip and printing company GH City Print. After the conference, the LULU Trip employers who attended this conference said that it is very impressive event which was well organised, the speakers are very professional, the audience are high quality person, the lunch and disserts are tasty as well as the student work exhibition in studio are creativity.

Additionally, although one of our sponsors GH City Print did not attend our conference, the director of this company, Tony Baliley, gave the positive feedback after holding this event. According to Tony Bailey, ‘ GH Cityprint is proud to be a sponsor for the Global Dialogues Fashion Digital Marketing event. We believe in mutual cooperation in our neighbourhood and supporting local business and institutions, and also opportunities to advertise should not be ignored. Unfortunately we could not attend the event as we were very busy but I understand it was a well deserved success.’ (Tony, 2015)

I am very proud to be the pr team leader working with other three teams to prepare and hold event. It is more like a big family. We helped each other when anyone met problems. Throughout this project, all of our team members have learnt a lot. This project can one of our important internship experience. This has been developed our career development in the future.

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Figure 9. The whole four team members for this project

Fashion Live Project – Blog 4

Global Dialogues: Fashion Digital Marketing conference will be held at Coventry University London Campus E1 7JF on 4th September. 

It is a central London one day fashion conference with talks on social media marketing (including Twitter, Instagram, Facebook and WeChat…) and fashion social phenomena research by renowned researchers and industry professionals, an exhibition, followed by an evening networking drinks reception.

Register and secure a ticket: v.ht/PrHD

Find out more about the conference: http://www.xterrace.com/fdm15 

In the week 6, I was required to contact the city print to print the leaflets. However due to the mistakes in their company’s logo, they require us to correct the logos in the back of the leaflets and the text in the social media, as well as correcting the logos in the emails which sent out.

I went to the city print office with Shamsa and Booky to say sorry and told about our leaflets on 19th September. Due to Shamsa and I were not in London on 21st September, I asked for Booky and Jerome to pop in on 21st September morning to check if our leaflet is ok and made an appointment for interview directly to Tony if he was free in Lunch Time or any breaks on 24th September. Also We have asked for the flower shops to sponsor us for a big deal, but they can only give us up to 20% off.

For the week 6 tasks, there are some key points which are shown as below:

  • Check leaflet text, image, colour, quality and send photos via phone to Monique on Facebook.
  • Apologies to Tony in person and promise him we will make sure their logo and website appear correctly.
  • Email the questions (questionnaires) to Tony so that he can prepare.
  • Tell Tony that we have uploaded a page under sponsor for GH City Print on the event website and there are links to their social media accounts. If he wants to provide a different version of text, we are happy to replace for them.
  • Thank him again for the help, and ask if they would like to display a poster outside the conference.
  • When they do need to receive the files for programme leaflets and posters if we need to receive those by 2nd

We still have some conference tickets which are available, so we just changed the price to £20 for off campus students and £12 for on campus students. But the price dose not include the lunch. Each team was separated the tasks for selling the tickets for 5 to 8. As a team leader, I require our team members to sell 2 tickets for each person. Luckily, we sold out 8 tickets in total for our team.

In the week 7, I did the interview with lulutrip with Jerome and the process was going well. Lulutrip has already printed out 300 leaflet copies for us. They also will bring a stand alone poster in the conference day.

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Figure 1. Adam Edwards, who is the Alliance and Business Development Manager of LULU Trip.

In this week, we also went out to give out the leaflets in the brick lane area. We also wrote the wechat number in some of our leaflets. It is for reaching the Chinese people. Also in that day we passed by the Liverpool street, we saw a company was giving out their products which are cream cheese for free. We asked for their team leader contact emails and number and also sent the emails to them. But we have not received any reply from them.

Also we collected 50 press contacts online and ihuawen replied to us to do the press release for our event. We were continue to collect more press contacts (e.g. collecting the direct editor’s contact emails in the back of the fashion magazines in the book shop.)

Week 8 is the final week preparation for our conference; all of our four teams are going to do the best for the final call. We believe that we will do the conference successfully.

 

Fashion Live Project- Blog 2

Global Dialogues: Fashion Digital Marketing conference will be held at Coventry University London Campus E1 7JF on 4th September. 

It is a central London one day fashion conference with talks on social media marketing (including Twitter, Instagram, Facebook and WeChat…) and fashion social phenomena research by renowned researchers and industry professionals, an exhibition, followed by an evening networking drinks reception.

Register and secure a ticket: v.ht/PrHD

Find out more about the conference: http://www.xterrace.com/fdm15 

In week 2 and 3, the main roles of the pr team for London fashion live project is to finalise the packages (bullet points, benefits for sponsors), send the sponsor invitation letters and set up a lists of 100-200 fashion opinion leaders.

The different packages of the sponsors could be listed as below:

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Figure 1. Different Sponsorship Packages In Different Levels

  1. Gold Level

Financial Support Required (Based on Media, PR and Consultancy companies):

Financial support for £300-£500

  • Offering one professional speaker to present digital fashion marketing trends and development, as well as their companies’ client cases.

Sponsorship Opportunities could include:

  • Our event can name a perpetual trophy after the sponsor, and present a special certificate and team photo to the gold sponsors.
  • Gold sponsors could be any media, pr and consultancy companies that can offer the schemes with small fashion enterprises and independent fashion brands promoting their brands’ images. Gold sponsors can be speakers to present digital fashion marketing themes relating to our event. And they can present their clients’ successful cases for promoting. After speaking, they can offer brochures to the audiences who are interested in their services.
  • Acknowledgement in Press Release
  • 5 free tickets

2.1 Silver Level

 

Product Required (Based on Food and Drink Companies or restaurant):

Offering pizza, sushi, sandwich, desserts, chips, nuts and drinks (Wine, Champagne, cold drinks ) for lunch and during the conference.

Sponsorship Opportunities could include:

  • Food and Drink Companies or restaurants’ Logo and contact information are printed in our leaflets, brochures and posters.
  • Product introduction and promotion information is shown in our social media websites.
  • Product or restaurant vouchers in our guests gift boxes.
  • Acknowledgement in Press Release
  • 2 free tickets

2.2 Silver Level

Products Required (Based on Printing companies): Offering 3000 -5000 leaflets and 3-5 posters, brochures, decoration printing on the wall inside the room.

Sponsorship Opportunities could include:

  • Printing companies’ Logo and contact information are printed in our leaflets, brochures and posters.
  • Product introduction and promotion information is shown in our social media websites. (e.g. student discount information)
  • Printing companies’ vouchers in our guests gift boxes.
  • Acknowledgement in Press Release
  • 2 free tickets

2.3 Silver Level

Products Required (Based on Graphic Design Companies)

  • Offering 1000 -2000 leaflets and 3-5 posters, brochures, decoration printing on the wall inside the room.
  • Different from printing companies: For graphic design companies, they can design the posters or leaflet for us to present their professional skills for promoting their companies’ image.

Sponsorship Opportunities could include:

  • Graphic design companies’ Logo and contact information are printed in our leaflets, brochures and posters.
  • Making an video through interview ways to introduce their companies profile and products and services. (Post on our social media websites.)
  • Product introduction and promotion information is shown in our social media websites. (e.g. student discount information)
  • Graphic design companies’ vouchers in our guests gift boxes.
  • Acknowledgement in Press Release
  • 2 free tickets
  1. Bronze Level

 

Product Required (Based on Travel Companies and Hotel)

Offering special discount for travel or hotel for our speakers and audiences.

  • Sponsorship Opportunities could include:
  • Travel and Hotel companies’ Logo and contact information are printed in our leaflets, brochures and posters.
  • Product introduction and promotion information is shown in our social media websites.
  • 1 free tickets

According to sponsorship packages in different levels, we tried to produce different types of sponsorship invitation letters. The appendix 1 is the example of invitation letter content.

We have sent out a lot of emails for looking for the sponsors yesterday. We have received 2 replies from one printing company called cityprint and one travel agency called Lulutrip till now.

City print: They required us to send the artwork for them to see what they are dealing with. Also, their director will be available at next Friday. So we will have a meeting at 11am next on 7th August to discuss the sponsorship details.

Lulutrip: They are very interested in be one of our sponsors. And they could offer us £600 finical support for our event. But they still would like to work with student union in organising marketing campaigns that enhance their brand profile among students in the future. We will have a meeting on next Monday at 2:00pm on 3rd August.

Otherwise, our pr team are still trying to contact more potential sponsors (special for food and drink sponsors).

 

 

 

Appendix 1.

Dear Sir or Madam,

Global Dialogues with the theme Digital Fashion Marketing will be held in London on Friday 4th September 2015. The venue of this event is at Coventry University London Campus, University House, 109-117 Middlesex Street (Nearest Tube and Railway Station: Liverpool Street).

We are MBA fashion students of Coventry University London Campus. As PR team of this event, we are writing to you with regards to an exciting opportunity to be one of our sponsors.

The organization of the event is Coventry University London Campus and supported by Fashion Research Network (FRN) and X Terrace Fashion Platform. We will really appreciate it if you company can be a sponsor for the event and provide our two speakers the hotel stay with 2 rooms at 2 nights.

We are glad to provide you the sponsorship opportunities as below:

  • Your company’s logo and contact information can be printed in our leaflets, posters and brochures.
  • Making a video through interview ways to introduce your companies profile and products and services in our social media websites.
  • Your company’s introduction leaflet with any promotion or vouchers can be inside our guests gift boxes.
  • Acknowledgement in Press Release.
  • 2 free tickets to entry. (Normal Price for £65 per person)

Additionally, We had great performance in holding previous events, such as London Hat week exhibition, with the guests of 80 for private view party and over 300 audiences for the exhibition. Hope you can take our quires into account.

If you have any questions about this event, please do not hesitate you contact us. We are very looking forward to your reply soon.

Kind Regards,

Fandi

Tel: 07541385593

Email:fandy5551@gmail.com

PR Department

Our event introduction links:

http://fashionresearchnetwork.co.uk/portfolio/cfp-global-dialogues-digital-fashion-marketing-london-2015/

Fashion Live Project- Blog 1

Global Dialogues: Fashion Digital Marketing conference will be held at Coventry University London Campus E1 7JF on 4th September. 

It is a central London one day fashion conference with talks on social media marketing (including Twitter, Instagram, Facebook and WeChat…) and fashion social phenomena research by renowned researchers and industry professionals, an exhibition, followed by an evening networking drinks reception.

Register and secure a ticket: v.ht/PrHD

Find out more about the conference: http://www.xterrace.com/fdm15 

The conference of Global Dialogues: Digital Fashion Marketing will be hold at CULC on Friday 4th September 2015. There are four teams including PR, online marketing, offline marketing and project management team. I am the PR team leaders working with other four team members which are Hermosa, Leila, Anshul and Fiona.

Roles and Duties of Team Leader

In order to get better result, we did the meeting and talked about the generic and specific skills every member of our team is good at before separating individual roles and duties.

I chose pr roles for the ECS module last term and I was an intern for London Hat Week, so I clearly knows the roles of PR and how it works in a practical event. As a result, I was chosen as a team leader. I have responsibilities on few points as below:

  • Delivering the conference on time, within budget, that meet ( and hopefully exceed) expectations.
  • Setting, communicating and maintaining timelines and priorities.
  • Research on 20 potential sponsors (food,drink and printing companies)and 50 designers, buyers and visual merchandisers.
  • Press Release writing and communication
  • Updating the progress to monique and other leaders of project management team, marketing team and online marketing team every two days.
  • Control Management and Risk Management

The Management of the PR Team

An effective team leader has a variety of traits and characteristics that encourage team members to follow her. (Scott, 2015) In order to lead a PR team better, it requires taking the elements of communication, organization, confidence, respectful and fair, negotiation into account.

Communication

Communication skills play a vital role to achieve the PR teams tasks. It requires regular group meeting and updating our PR team process to other teams every twos.

Organization

Setting the objectives and time plan for the whole team, and trying to have a good organization during this project.

Respectful and Fair

According to the skills every team member is good at, be equal to separate the tasks relatively. In addition, there is a Indian member in our pr, it requires every team member speak English in any time during commutation to ensure the fairness.

Negotiation

If it happens any differences and contradictions within our team during the project, It needs that everyone presents her own ideas and then discuss in vote and the team leader will decided the result.

Critical Success Factor

Despite to the management of the PR team mentioned, risk management also needs to be taken into account. The table below shows the risk management of PR team relating to this conference.

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Figure 1. Risk Management of PR team

On the other hand, the quality of press release and invitation writing may decides that if the sponsors would support us and if the influential guests would come. It requires high attractive words without grammar mistakes. We can learn from the online sample and ask the experience for our friends relating to the fashion pr. After completing the press release and invitation writing, the contents will be corrected the grammar mistakes by the native speakers to ensure they are high quality.

In addition, in order to ensure looking for the sponsors and inviting guests successfully, it requires PR team prepare and do a range of research as early as possible. Firstly, trying to contact with the sponsor lists and guest lists from London hat week 2015. Secondly, doing the research on the linkedin and social media including instagram, facebook and twitter and trying to contact influential people related to our events. Thirdly, Assisting online marketing team to produce the promoting video for our conference to attract potential sponsors and audiences.

Reference Lists:

Gaynor, L. (2013) Fashion Marketing Communication. Singapore : Markono Print Media Pte Ltd.

Scott, S (2015). The 10 Effective Qualities of a Team Leader.(Online) Available at :http://smallbusiness.chron.com/10-effective-qualities-team-leader-23281.html (Assessed on 22 July 2015)

Theme 5: My Vision of Leadership

Leadership are essential skills for managers to lead their subordinates in order to improve the productivity and efficiency and achieve better result. However, some managers often thought their subordinates would follow them because they are leaders. In reality, position only represents the title, not leadership. Northouse characterised leadership as a process whereby one individual influences a group of individuals to achieve a common goal. (Northouse, 2001). As a result, transformational leadership was developed to help managers to be an exceptional leader.

Transformational leadership is defined by Northouse as a process of changing and transforming individuals. In other words, transformational leaders are leaders who are able to move groups and organizations to change, to transform, but also to very high levels of productivity and performance. So transformational leadership is grounded in comes out of charismatic leadership theory so transformational leaders are charismatic but there’s so much more to transformational leadership than mere charisma. (Riggio, 2013) Transformational leadership is divided by four components including idealized influence, inspirational motivation, individual consideration and intellectual simulation. The detailed description are demonstrated as below:

  • Idealized Influence – is the leader’s ability to be a positive role model. It means managers can be trusted and respected by their followers to make good decisions for the company.
  • Inspirational Motivation- is the leaders’ ability to generate their followers’ energy to move them to action, and to create a compelling vision. Managers motivate their followers and encourage team spirit to improve the productivity and efficiency in order to achieve the revenue growth of organization.
  • Individual consideration- is the leaders’ ability to act as advisors and coaches to their followers. Managers understand their followers’ need and strengths, and develop the followers and satisfy the followers personal goals. I also helps to achieve organisation’s goals.
  • Intellectual Simulation- involves challenging their followers to have more innovation and creativity. Managers promote their followers to brainstorm to help the development of the organisation.

Effective transformational leadership may results in performances that exceed managers and organisational expectation. The figure below illustrates the additive effect of transformational leadership. The key point of “performance beyond expectations” is pulling together the four components. (Northouse, 2001) Transformational leadership Figure 1. Additive Effect of Transformational Leadership One of the famous examples of transformational leaders is Steve Jobs. He was the CEO of Apple company and inspired me the most about understanding of effective leadership style. My life is around Apple products, from iphone, ipad to imac. I use them every day. Then, I was thinking of why the leader Steven Jobs can be such an influential person in the world. I tried to find the evidence about his leadership skill through his biography and other related resources. I found there are five components of Job’s leadership including focus, passion, innovation, involvement and effective communication. In particular, Steve has outstanding performance in innovation. In the book of Steve Jobs, he describes the importance of innovation as “Innovation distinguishes between a leader and a follower.” (Isaacson, 2011) “You can’t just ask customers what they want and then try to five that to them. By the time you get it built, they’ll want something new.” (Isaacson, 2011) On the other hand, as a typical transformation leader, Steve focuses on “transforming” others to help each other, to look out for each other, to be encouraging and harmonious, and to look out for the organization as a whole. (medepi, 2013) In addition, Steve is also a strong role model with high values. He creates a vision and works with his followers to help the Apple to achieve the objectives (medepi, 2013) For my personal point of view, I would like to be a transformational leader. My previous leadership experience helps me to identify my strength and find the gap to improve. I was selected to be a group leader of design and product development module for group work. We chose a niche brand for specific market. However, it is difficult to find related resources from textbook, journal articles and Internet. So we had to think of other ways to do the research. We had a number of meetings to brainstorm and discussed the way of research. As a result, we decided to have an interview with store sales assistant about the brand background and brand image. Moreover, we also joined in this brand’s Facebook group and asking the questions in public. Luckily, we got a variety of response from both loyal customers and experts. After a number of primary researches, we got a range of resources to achieve our objectives. In the process of doing research, I understand every member’s strength and tried to inspire and motivate them, as well as developing the skills of critical thinking and problem solving in order to achieve both individual and team objectives. From this experience of leadership, I am strongly believed I am a transformational leader. However, I still need to learn more to improve my leadership skills. Firstly, I need to read more case studies to learn how to manage a team effectively. Secondly, I will collect other colleague’s suggestions about my leadership style if I would be a group leader in the rest period of MBA courses. Thirdly, I need to improve my presentation skill because it is one of the best way to inspire, motivate and transmit a vision to other people. Finally, I hope to become a role model for my followers in the future. Reference Lists: Isaacson, W.(2011) Steve Jobs, New York: Simon and Schuster Northouse, Peter G. (2011). Leadership Theory and Practice, CA: Sage Publications Inc Aragon,J,T (2013). ‘Authentic Transformational Leadership.’ (Online) February 7, 2013, Available at: http://medepi.com/2013/07/02/authentic-transformational-leadership/ (Accessed on 5 April 2015) ‘Transformational Leadership’, Ronald Riggio (Online), November 14, 2013. https://www.youtube.com/watch?v=ZvezV2Zhihg (Accessed on 5 April 2015)

Theme 4 – Leadership & Change

Change is nothing new and a simple fact of life. Some people actively thrive on new challenges and constant change, while others prefer the comfort of the status quo and strongly resist any change. It is all down to the personality of the individual and there is little management can do about resistance to change.” (Mullins 2010: 753).

With increasing economic pressure and rapid technological development, change is essential for an organization to develop. However, although many organizations accept the need for change, according to Balogun, 70% of change programmes do not achieve their expectations (Balogun, el, 2004). As a result, the type of change management tools suitable for organisations is increasingly being debated.

Lewin is one of the most influential people in the field for his ‘planned approaches’ to organizational change (Lewin, 1952). Lewin has argued that there are three-stages to change: 1) Unfreezing current behaviour. 2) Moving to new behaviour. 3) Refreezing the new behaviour.

organisational change

Take the automobiles industry in the US as a good example of resistance to change. Gas prices over the last 10 years have steadily increased. Yet many American car companies have continued to produce automobiles that exhibit fuel inefficiently. They have been able to do this because the United States has experienced relatively low gas prices compared to other countries. However in 2008, when oil prices went up to $140 a barrel, consumers looked for cheaper and more fuel efficient cars. For foreign automakers fuel efficiency had been a reality they dealt with years ago. They already had the more desirable cars in the marketplace. American automakers realized that they had to change their automobile line-ups or face extinction. In response to this situation, a successful organisation should take the resistance into account and adjust its strategies and adapt to change in order to exist in the competitive environment.

On the other hand, the three-step models of Lewis are based on the assumption of change, where more practical situations can be taken into consideration. Instead, change should be seen as a process of learning for an organisation, because many internal and external environmental changes are rapid and unpredictable. According to Todnem, the ‘emergent approach’ is focused on “change readiness and facilitating for change”. It is more than providing specific pre-planned steps for every change project and initiative (Todnem, 2005).

organisational change 2

Figure 2: A comparison of the three models of emergent change according to Todnem (2005)

The table above shows a comparison of a set of suggested actions for organisational change. The common points of these three models suggest that managers need to have an in-depth understanding of their organisational structure, employers, strategies and culture in order to respond to change. Understanding these actions helps managers to select the most appropriate approach to change in order to obtain better results (Burnes, 1996).

Take Heinz as a good example for having an honest self-assessment in order to differentiate its competitive advantage. Heinz is one of the best loved and trusted brands in the UK. Heinz could simply have looked at its existing products in the existing market and sat back on their existing portfolio and take year by year profit growth. However, Heinz was prepared to imagine what was previously unimaginable. In 1997, Heinz developed a programme which was supported by an innovation agency with extensive production, marketing, advertising and research skills. The company continues to explore new opportunities and new products in order to meet the needs of more sophisticated consumers (Heinz Case Study, 2013).

In conclusion, change is becoming one of the most unpredictable factors in the technological period. It requires leaders to have an in-depth understanding of their organisational structure, employers for differentiating competitive advantages and to look for new market opportunities. The leader should also take resistance into account, adjust strategies and adapt to change in order to exist in the competitive environment.

Reference Lists:

Todnem, R. (2005) ‘Organisational Change Management: A Critical Review’, Journal of Change Management, 5, 4, pp.369 – 380

Balogun, J. and Hope Haily, V. (2004) Exploring Strategic Change, 2nd Edn (London: Prentice Hall) B

Burke, W. W. (2002) Organizational Change: Theory and Practice (Thousand Oaks, CA: Sage

Publications

Burnes, B. (1996) ‘No such thing as…a “one best way” to manage organizational change’, Management Decisions, 34, 10, pp.11-18

Lewin’s Change Model Example: https://www.youtube.com/watch?v=uHR8gw6derg (Accessed on 24 March, 2015)

Innovation at Heinz: A Heinz Case Study. (2013) Available at: http://businesscasestudies.co.uk/heinz/innovation-at-heinz/introduction.html#axzz3WRcSiieg