Case Study Analysis: Jess Westerly at Kauflauf GmbH

2133 Words Apr 4th, 2016 9 Pages
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Case Study Analysis: Jess Westerly at Kauflauf GmbH
Geethanjali Ramesh
Northeastern University
Date: 03- 13-2016
CMN 6000: Introduction to Organizational Communication

Summary
Jess Westerly is the assistant product owner of CRM applications for computer and office supply wholesalers and retailers at Kauflauf. It is a fast-growing provider of subscription enterprise software headquartered in Heidelberg, Germany. Being new and outsider Westerly tries to implement a change in sales call patterns and failed. She introduced and explained the changes to the sales department through a memo that outlined her directive and explained the reasons behind it. Field consultants (FC) immediately offended and complained about the
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Westerly’s email shows the following issues: (i) She emailed the memo directly to FCs and copied Roeder and RSDs. Therefore, according to Kauflauf’s organization chart in the case she doesn’t have an authority over FCs and she neither discussed about the implementation with RSDs, (ii) No evidence in the case that all FCs and RSDs know Westerly, as she is new to the company. According to case, Westerly, failed to build rapport with FCs and RSDs before attempting the change, (iii) Email was drafted formally and it sounded orderly but company was following informal network. Her email was orderly because she sent out the new guidelines for allocating FCs time with clients without discussing with them. As we know from the case that FCs experienced the supportive climate around themselves (with RSD’s, Clients, product development, customer support). All the above issues show that Westerly did not display elements of supportive climate with the FCs during the implementation of change in sales call patterns. According to Zaremba (2010) “Supportive climate is likely to encourage interactions and the flow of information”. And also Redding described “the “ideal supportive climate” as Supportiveness, Credibility, Confidence, Trust, openness, Participatory decision making, Emphasis on high performance goals (SCOPE)” (Zaremba, 2010). Therefore, Westerly couldn’t earn the cooperation from FCs as she failed to

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