The Traditional Change Model Consists Of Three Steps

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1. The traditional change model consists of three steps: unfreezing, that is, recognizing the need for change because of some event or threat, the actual change actions and refreezing, that is, incorporating new ways of operating, and thinking into the everyday operations of the organization. Apply this model to the situation at the Coca-Cola Company at the point when the lawsuit was served in 1999. As it is stated in the case of Coca-Cola, “it was a marketing machine ran by bureaucrats and accountants focused more on getting the most out of what they had than of thinking of good ideas” (Harvey & Allard, 2015, p. 100). At that stage, Ivestor, who was a CEO of the company, was focusing more on the numbers and revenues than on what is really going inside of the company. He was described as “arrogant and insecure” (Harvey & Allard, 2015, p. 100) and refused to listen to his own people, working for him. Instead of solving the real problems in the company, he was focusing on keeping profits on the same level. Case gives an example of passivity of his actions by increasing the price of Coke syrup sales to bottlers to keep it. Of course, it was a mandatory action due to the “largest product recall in company history" (Harvey & Allard, 2015, p. 100) but it only accumulated a racial tension in the company, as he was indifferent to people and focused on financial results. Ivestor tried to prevent dramatic outcomes of the lawsuit more than to solve the problem and prevent it in the
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