Change Intitative/Change Intervention Dtc Corporation

Change Intitative/Change Intervention

DTC Corporation - Change Initiative

Given the intensified dispute between the top management and the employees, as well as the increasing competition and decreasing strength of the company, the DTC Corporation is faced with the immediate need for change. The change will have to refer to the organizational sectors and systems which fail to deliver the foreseen outcome and will be aimed at developing new strategies that insure organizational success (McNamara, 1997-2007).

The implemented change will refer to the internal environment of the organization and will revolve around establishing a universal corporate culture which will be understood by both managers as well as employees. In this order of ideas, the DTC's vision should be that of regaining their strength, delivering high quality products and services, while in the same time increasing their customer palette and registering higher profits. This vision statement should be clearly discussed by managers and employees and they should highlight the points of divergence and convergence.

Once they have clearly established a corporate culture they all agree with, they should move to the second step of organizational change. This would basically refer to improving the relationship between employees and employer. This would be done through intense communications between the two parties and numerous debates on the matters on which they disagree, such as the changes in the industry or long-term strategies. The discussions should be based on the principle that both parties share the same goals, the well-being of DTC. In this order of ideas, the management must unify the overall corporate goals with the individual goals of the employees. Otherwise said, they should "seek to develop a unified corporate culture where every officer and employee can attain personal growth and development and continually acquire professional skills and expertise" (the Yasuda Mutual Life Insurance Company, 2002).

Another issue to be approached is the company's characterization as an organization on its road to decline. To avoid this from actually occurring, DTC should hire new developers which bring novelty and ingenious ideas to the organization. This change initiative is referred to as Talent Acquisition (Softscape, 2005).

Then, the organization should establish some clear measurements of the work performance and implement stricter regulations for internal control. They must however pay attention not to be autocratic relative to the employees, but offer them sufficient space and freedom to think clearly and creatively. Also, still related to human resource changes, the company's overcoming the crisis is highly dependent on the skills and capabilities of the staff. In this order of ideas, the management should offer the employees training programs and should send them to international conferences of the it industry. This would not only increase employees' satisfaction on the job (and consequently their efforts and performances), it would also ensure DTC with better qualified and informed personnel. In other words, the company should be based on the learning and development principle (Softscape, 2005).