Read the pages and make a brief summary of them with your own words, please. Don't make copy-paste, please. Mention important parts only. Also, you will put your comments and ideas about the topic. Write your comments and opinions briefly on the subject in a separate paragraph at the bottom. Please don't write item by item. Write the summary in paragraph form.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Read the pages and make a brief summary of them with your own words, please. Don't make copy-paste, please. Mention important parts only. Also, you will put your comments and ideas about the topic. Write your comments and opinions briefly on the subject in a separate paragraph at the bottom. Please don't write item by item. Write the summary in paragraph form.

TABLE 6.1
Same Change, Different Perceptions
them from the outset in planning for the change, organiza-
COUNTERING RESISTANCE
TO CULTURAL CHANGE
tions can ensure that potential resisters understand it and
have adequate opportunities to express their views and con-
cerns about it. This type of involvement will help potential
resisters develop a sense of ownership in the change that can,
in turn, convert them to advocates.
employees for a given period of time, offer these employees
some paid time off either before or immediately after the
change is implemented. Using a quid pro quo can show em-
ployees that they are valued.
Proposed Change
Perception of Advocates
Perception of Resisters
Automate production processes
Improved productivity
Threat to job security
Change is resisted in any organization. Resistance to change
is normal organizational behavior. In this regard, an orga-
nization is similar to a biological organism. From the per-
spective of organizational culture, the alien is change, and
the organism is the organization to be changed. Continual
improvement means continual change. To ensure contin-
ual improvement, one must be able to facilitate continual
change.
Loss of authority
More mental resources focused on
continual improvement
Initiate employee involvement and
Respond Quickly and Positively When potential re-
sisters raise questions or express concerns, advocates should
respond quickly and positively. Making employees wait for
answers magnifies the intensity of their concerns. A quick
response can often eliminate the concern before it becomes
a problem, and it will show employees that their
are considered important. A quick response does not mean
a surface-level or inaccurate response made before having all
the facts. Rather,
can be made thoroughly and accurately. It is also important
to respond positively. Advocates should not be offended by or
impatient with the questions of potential resisters. A negative
attitude toward questions and concerns only magnifies them.
empowerment
Establish a supplier partnership
Disruption of established purchasing
networks
Mutually beneficial business alliances
Avoid Surprises Predictability is important to people.
This is one of the reasons they resist change. Change is un-
predictable: it brings with it the specter of the unknown. For
this reason, it is better to bring potential resisters into the
process from the outset. Surprising potential resisters will
turn them into committed resisters.
More knowledgeable, more highly
Too expensive
Establish an employee education
and training program
skilled workforce
concerns
Enhanced competitiveness,
shared costs, and shared resources
Join a manufacturing network
Competitors taking advantage of
what they learn about us
means a response made as soon as one
Why Change Is Difficult
Move Slowly at First To gain the support of potential re-
sisters, it is necessary to let them evaluate the proposed change,
express their concerns, weigh the expected benefits, and find
How to Facilitate Change
If change is to happen, advocates must begin with a different
Most people understand and accept that organizational
change will be resisted. However, to be an effective agent of
change, one must understand why it is resisted. Joseph Juran
describes organizational change as a "clash between cultures.
As Figure 6.2 shows, any organization has two separate cul-
tures relating to change: the advocates and the resisters.
Advocates focus on the anticipated benefits of the
change. Resisters, on the other hand, focus on perceived
threats to their status, beliefs, habits, and security. Often
both advocates and resisters are wrong in how they initially
approach change. Advocates are often guilty of focusing so
intently on benefits that they fail to take into account the
perceptions of employees who may feel threatened by the
change. Resisters are often guilty of focusing so intently on
threats to the status quo that they refuse to acknowledge the
benefits. These approaches typically divide an organization
into warring camps that waste energy and time instead of
focusing resources on the facilitation of change. Table 6.1
shows how advocates and resisters can have different percep-
tions of the same proposed change.
paradigm. When a change is advocated, ask such questions ways to alleviate problems. This can take time. However, if ad-
The responsibility for facilitating change necessarily falls to
its advocates. Figure 6.3 illustrates the broad steps in facili-
tating change.
as the following:
vocates are perceived as rushing the change through, potential
resisters will become distrustful and "dig in their heels."
Work with Established Leaders In any organization,
some people are regarded as leaders. In some cases, those
people are in leadership positions (supervisors, middle man-
agers, team captains, etc.). In other cases, they are informal
leaders (highly respected employees whose status is based
on their experience or superior knowledge and skills). The
support of such leaders is critical. Other employees will take
cues from them. The best way to get their support is to in-
volve them in planning for the change from the outset.
- Who will be affected by this change and how?
- How will the change be perceived by those it affects?
- How can the concerns of those affected be alleviated?
Begin with a New Advocacy Paradigm The first step
in facilitating change is to adopt a facilitating paradigm.
Juran summarizes the traditional paradigm of change advo-
cates as follows:
Start Small and Be Flexible Change will be more read-
ily accepted if advocates start small and are flexible enough
to revise strategies that are not working as planned. This ap-
Understand the Concerns of Potential Resisters The proach offers several benefits, including the following:
second step in facilitating change is to understand the con-
cerns of potential resisters-to put yourself in their place.
1. Starting with a small pilot testor experiment is less threaten-
ing than a broad-based, all-encompassing implementation.
2. Conducting a small pilot test can help identify unantici-
pated problems with the change.
3. Using the results of a pilot test to revise the plans for
change ensures that valuable resources are not wasted
moving in the wrong direction.
- Advocates of change tend to focus solely on expected re-
sults and benefits.
. Fear. Change brings with it the unwanted specter of the
unknown, and people fear the unknown. Worst-case sce-
narios are assumed and compounded by rumors. In this
way, fear tends to feed on itself, growing with time.
. Loss of control. People value having a sense of control
over their lives. There is security in control. Change can
threaten this sense of security and cause people to feel as Create a Positive Environment The environment in
if they are losing control of their lives, jobs, areas of re- which change takes place is determined by reward and rec-
sponsibility, and so on.
• Uncertainty. It is difficult to deal with uncertainty. For and recognition system that does not reward risk taking or
better or worse, people like to know where they stand.
Will I be able to handle this? What will happen to me if I dermine change. Managers who take "Do as I say, not as I
can't? These are the types of questions people have when do" attitudes will also undermine change. Well-thought-out,
confronted with change.
. Advocates are often unaware of how a proposed change
will be perceived by potential resisters.
. Advocates are often impatient with the concerns of
Treat People with Dignity and Respect This strategy
is fundamental to
havior that acknowledges the human resource as the organi-
zation's most valuable asset. Without this strategy, the others
won't matter.
aspects
total quality. It requires be-
resisters.
Be Constructive Change is not made simply for the sake
of change. It is made for the sake of continual improvement.
Consequently, it should be broached constructively from the
perspective of how it will bring about improvements.
ognition systems and examples set by managers. A reward
Begin with a New
Advocacy Paradigm
Step 1
that punishes employees for ideas that don't work will un-
sincere attempts to make improvements should be recog-
should
nized and rewarded even when they fail. Managers
QUALITY TIP
. More work. Change sometimes means more work, at
least at first. This concern includes work in the form of
up their sleeves" and do their share of the work associ-
"roll
learning. To make the change, people may have to learn ated with change. This approach will create a positive envi-
more information or develop new skills. For an unde-
fined period, they may have to work longer hours.
Can Organizations Instill Their Values or Must They
Hire Only Those Who Already Have Them?
ADVOCATES OF CHANGE
RESISTERS OF CHANGE
Understand the
Concerns of
Potential Resisters
ronment that is conducive to change.
• Desired Change
• Desired Status Quo
Step 2
One of the issues that often comes up in discussions of cor-
porate values is the instill versus hire question. This question
is another form of the age-old nature versus nurture debate.
The question is this: Can organizations instill their corporate
values in the personnel they hire or must they hire only those
personnel who already share their values? While it is wise to hire
as many personnel as possible who already share the organiza-
tion's corporate values, old dogs can leam new tricks when it
comes to corporate values. In fact, the U.S. Marine Corps uses
its boot camp for just that purpose. The primary goal of the
Marine Corps boot camp is to instill the corps' values in the new
recruits. Like the Marine Corps, organizations can instill their
values in new personnel.
· Benefits of Change
Potential Negative
Consequences of Change
Incorporate the Change Change will be more readily
Implement Change-Promoting Strategies The third accepted if it can be incorporated into the existing organiza-
step in facilitating change is implementing change-promoting when it can be done, it should be done. An example might
strategies. These are strategies that require an advocacy para-
digm and take into account the concerns people typically have
when confronted with change. Juran recommends the following manually controlled machine tools for numerical control).
strategies for handling and overcoming resistance to change:
tional culture. Of course, this is not always possible. However,
be using an established equipment maintenance schedule to
make major new equipment adaptations (e.g., retrofitting
Implement
Change-Promoting
Strategies
FIGURE 6.2 Change Causes a Classic Confrontation: Irresistible Force Versus Immovable Object.
Step 3
Provide a Quid Pro Quo This strategy could also be
called require something, give something. If, for example,
Involve Potential Resisters At some point in the pro-
cess, those affected by change (potential resisters) will have change will require intense extra effort on the part of selected
to take ownership of the change, or it will fail. By involving
FIGURE 6.3 Steps in Facilitating Change.
Transcribed Image Text:TABLE 6.1 Same Change, Different Perceptions them from the outset in planning for the change, organiza- COUNTERING RESISTANCE TO CULTURAL CHANGE tions can ensure that potential resisters understand it and have adequate opportunities to express their views and con- cerns about it. This type of involvement will help potential resisters develop a sense of ownership in the change that can, in turn, convert them to advocates. employees for a given period of time, offer these employees some paid time off either before or immediately after the change is implemented. Using a quid pro quo can show em- ployees that they are valued. Proposed Change Perception of Advocates Perception of Resisters Automate production processes Improved productivity Threat to job security Change is resisted in any organization. Resistance to change is normal organizational behavior. In this regard, an orga- nization is similar to a biological organism. From the per- spective of organizational culture, the alien is change, and the organism is the organization to be changed. Continual improvement means continual change. To ensure contin- ual improvement, one must be able to facilitate continual change. Loss of authority More mental resources focused on continual improvement Initiate employee involvement and Respond Quickly and Positively When potential re- sisters raise questions or express concerns, advocates should respond quickly and positively. Making employees wait for answers magnifies the intensity of their concerns. A quick response can often eliminate the concern before it becomes a problem, and it will show employees that their are considered important. A quick response does not mean a surface-level or inaccurate response made before having all the facts. Rather, can be made thoroughly and accurately. It is also important to respond positively. Advocates should not be offended by or impatient with the questions of potential resisters. A negative attitude toward questions and concerns only magnifies them. empowerment Establish a supplier partnership Disruption of established purchasing networks Mutually beneficial business alliances Avoid Surprises Predictability is important to people. This is one of the reasons they resist change. Change is un- predictable: it brings with it the specter of the unknown. For this reason, it is better to bring potential resisters into the process from the outset. Surprising potential resisters will turn them into committed resisters. More knowledgeable, more highly Too expensive Establish an employee education and training program skilled workforce concerns Enhanced competitiveness, shared costs, and shared resources Join a manufacturing network Competitors taking advantage of what they learn about us means a response made as soon as one Why Change Is Difficult Move Slowly at First To gain the support of potential re- sisters, it is necessary to let them evaluate the proposed change, express their concerns, weigh the expected benefits, and find How to Facilitate Change If change is to happen, advocates must begin with a different Most people understand and accept that organizational change will be resisted. However, to be an effective agent of change, one must understand why it is resisted. Joseph Juran describes organizational change as a "clash between cultures. As Figure 6.2 shows, any organization has two separate cul- tures relating to change: the advocates and the resisters. Advocates focus on the anticipated benefits of the change. Resisters, on the other hand, focus on perceived threats to their status, beliefs, habits, and security. Often both advocates and resisters are wrong in how they initially approach change. Advocates are often guilty of focusing so intently on benefits that they fail to take into account the perceptions of employees who may feel threatened by the change. Resisters are often guilty of focusing so intently on threats to the status quo that they refuse to acknowledge the benefits. These approaches typically divide an organization into warring camps that waste energy and time instead of focusing resources on the facilitation of change. Table 6.1 shows how advocates and resisters can have different percep- tions of the same proposed change. paradigm. When a change is advocated, ask such questions ways to alleviate problems. This can take time. However, if ad- The responsibility for facilitating change necessarily falls to its advocates. Figure 6.3 illustrates the broad steps in facili- tating change. as the following: vocates are perceived as rushing the change through, potential resisters will become distrustful and "dig in their heels." Work with Established Leaders In any organization, some people are regarded as leaders. In some cases, those people are in leadership positions (supervisors, middle man- agers, team captains, etc.). In other cases, they are informal leaders (highly respected employees whose status is based on their experience or superior knowledge and skills). The support of such leaders is critical. Other employees will take cues from them. The best way to get their support is to in- volve them in planning for the change from the outset. - Who will be affected by this change and how? - How will the change be perceived by those it affects? - How can the concerns of those affected be alleviated? Begin with a New Advocacy Paradigm The first step in facilitating change is to adopt a facilitating paradigm. Juran summarizes the traditional paradigm of change advo- cates as follows: Start Small and Be Flexible Change will be more read- ily accepted if advocates start small and are flexible enough to revise strategies that are not working as planned. This ap- Understand the Concerns of Potential Resisters The proach offers several benefits, including the following: second step in facilitating change is to understand the con- cerns of potential resisters-to put yourself in their place. 1. Starting with a small pilot testor experiment is less threaten- ing than a broad-based, all-encompassing implementation. 2. Conducting a small pilot test can help identify unantici- pated problems with the change. 3. Using the results of a pilot test to revise the plans for change ensures that valuable resources are not wasted moving in the wrong direction. - Advocates of change tend to focus solely on expected re- sults and benefits. . Fear. Change brings with it the unwanted specter of the unknown, and people fear the unknown. Worst-case sce- narios are assumed and compounded by rumors. In this way, fear tends to feed on itself, growing with time. . Loss of control. People value having a sense of control over their lives. There is security in control. Change can threaten this sense of security and cause people to feel as Create a Positive Environment The environment in if they are losing control of their lives, jobs, areas of re- which change takes place is determined by reward and rec- sponsibility, and so on. • Uncertainty. It is difficult to deal with uncertainty. For and recognition system that does not reward risk taking or better or worse, people like to know where they stand. Will I be able to handle this? What will happen to me if I dermine change. Managers who take "Do as I say, not as I can't? These are the types of questions people have when do" attitudes will also undermine change. Well-thought-out, confronted with change. . Advocates are often unaware of how a proposed change will be perceived by potential resisters. . Advocates are often impatient with the concerns of Treat People with Dignity and Respect This strategy is fundamental to havior that acknowledges the human resource as the organi- zation's most valuable asset. Without this strategy, the others won't matter. aspects total quality. It requires be- resisters. Be Constructive Change is not made simply for the sake of change. It is made for the sake of continual improvement. Consequently, it should be broached constructively from the perspective of how it will bring about improvements. ognition systems and examples set by managers. A reward Begin with a New Advocacy Paradigm Step 1 that punishes employees for ideas that don't work will un- sincere attempts to make improvements should be recog- should nized and rewarded even when they fail. Managers QUALITY TIP . More work. Change sometimes means more work, at least at first. This concern includes work in the form of up their sleeves" and do their share of the work associ- "roll learning. To make the change, people may have to learn ated with change. This approach will create a positive envi- more information or develop new skills. For an unde- fined period, they may have to work longer hours. Can Organizations Instill Their Values or Must They Hire Only Those Who Already Have Them? ADVOCATES OF CHANGE RESISTERS OF CHANGE Understand the Concerns of Potential Resisters ronment that is conducive to change. • Desired Change • Desired Status Quo Step 2 One of the issues that often comes up in discussions of cor- porate values is the instill versus hire question. This question is another form of the age-old nature versus nurture debate. The question is this: Can organizations instill their corporate values in the personnel they hire or must they hire only those personnel who already share their values? While it is wise to hire as many personnel as possible who already share the organiza- tion's corporate values, old dogs can leam new tricks when it comes to corporate values. In fact, the U.S. Marine Corps uses its boot camp for just that purpose. The primary goal of the Marine Corps boot camp is to instill the corps' values in the new recruits. Like the Marine Corps, organizations can instill their values in new personnel. · Benefits of Change Potential Negative Consequences of Change Incorporate the Change Change will be more readily Implement Change-Promoting Strategies The third accepted if it can be incorporated into the existing organiza- step in facilitating change is implementing change-promoting when it can be done, it should be done. An example might strategies. These are strategies that require an advocacy para- digm and take into account the concerns people typically have when confronted with change. Juran recommends the following manually controlled machine tools for numerical control). strategies for handling and overcoming resistance to change: tional culture. Of course, this is not always possible. However, be using an established equipment maintenance schedule to make major new equipment adaptations (e.g., retrofitting Implement Change-Promoting Strategies FIGURE 6.2 Change Causes a Classic Confrontation: Irresistible Force Versus Immovable Object. Step 3 Provide a Quid Pro Quo This strategy could also be called require something, give something. If, for example, Involve Potential Resisters At some point in the pro- cess, those affected by change (potential resisters) will have change will require intense extra effort on the part of selected to take ownership of the change, or it will fail. By involving FIGURE 6.3 Steps in Facilitating Change.
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