Organizational change management: relocation and technology implementation strategy

Blockbuster Video

Discuss the leadership role you expect your management team to have in implementing the change.

The basic leadership role that managers should be embracing during the transition requires setting the example. This means that executives must be thinking outside of the box in order to achieve a variety of tasks. The first step requires carefully looking at other business models and the current approach utilized by the firm. In the case of Blockbuster, there has been a focus on expanding or changing the brand name by concentrating on a number of areas to include:

Expanding the stand alone kiosks.

Offering movie rentals on Motorola phones.

Working with Samsung to develop videos on demand.

Making retail stores much smaller. (Farrell, 2010, pg. 444)

These are designed to help the company become more competitive in the future. The problem with this approach is that it is reactionary to market events (which will hurt the firm over the long-term).

To help Blockbuster regain ground requires understanding what customers want. This means changing the relationship that executives have with stakeholders. As a result, the new management team must be able to listen to employees and understand what issues are most important. During the process of achieving these objectives, everyone must feel that they are a part of a larger team (which is supporting their needs). The best way that this can occur is to have managers lead by example. This will show that they are willing to do what is necessary to help make the firm successful. Once this happens, is when these attitudes will change the relationships inside the work environment for the better. This is the point that the company can be successful in understanding the needs of customers and quickly adjusting to them. (Baldoni, 2009, pp. 1 -- 31)

Explain the need to communicate the shared vision for the entire organization.

Communication is the most critical element for inviting any kind of changes inside an organization. This is because, working with different stakeholders will require understanding their thoughts and views on a host of issues. Once this takes place, is when these areas can be brought out into the open and addressed. This will create a change in the attitudes of various stakeholders. (Baldoni, 2009, pp. 35-99)

Those firms that are able to achieve the objectives will transform their operating environment. This is when everyone is willing to do more to ensure that the organization is successful. Once this happens, is the point that the issues will create a shift in views about the firm. Over the course of time, this will invite a change in attitudes and ideas. (Baldoni, 2009, pp. 35-99)