Log On America Case Study Solution


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Log On America Case Study Analysis

Background and Facts

Log On America an office supplies retailer for tiny and moderate sized companies has recently been involved in planning for a merger with its competitor Residence Deport, which has affected efficiency levels in departmentswith the elderly supervisor associated with legal problems presented by the federal Profession Payment. With the Advertising Head advancing the news of his departure from the company in one year, Jeannie Lewis, the present head of procedures has actually been asked to take the function in the near future. With obstacles in the form of a possible cultural adjustment as well as low staff member spirits, the organization needs a complete reengineering effort at the advertising division.

Problem Statement

The possible social adjustment at the marketing department of Log On America is enhancing unpredictability in the working environment causing various difficulties for the Jeannie Lewis who would certainly be replacing the head of the division in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant function in affecting calculated decisions since Stapes Inc. needed to desert its plans of combining with Office Deport after the Federal Profession Payment's treatment while doing so. Given the fact that the store has an international existence with branches in UK, USA, Canada as well as Germany, political factors in each of these nations might have the ability to affect efficiency or tactical goals. Federal Trade Commission's antitrust match versus the merger occupied important time of the organization's senior monitoring suggesting that 'political' factors can have serious ramifications for an international business.

Economic Factors: Economic factors such as the introduction of local business in the worldwide circumstance recommend that Log On America is growing in a setting where there is possible growth of companies. Reality that shop clients are primarily looking for workplace supplies for house offices suggests that the market has an increasing trend of entrepreneurs and also house based businesses.

Social factors: Social patterns in the economic climate show that clients are seeking comfort as well as attractive costs. Market research demonstrates how the client for Log On America lacks understanding regarding finding services which can use a combination of ease and also low costs.

Technical factors: Technology plays a vital function in Log On America's organisation strategy particularly as the organization is piloting Innovation centers which would certainly offer modern technology sales and also assistance in the type of memory upgrades, outer installments. (Recap of BUG in appendix 2).

OB Issues and Effects.

Numerous underlying Business Habits concerns can be seen in Log On America's case as highlighted in this section.

Worries concerning cultural change: There is concern concerning a social change that would occur when Todd Krasnow leaves from his placement as the Executive Vice President of Advertising And Marketing with a lot of the employee currently showing discontent over this potential move. This anticipated adjustment has developed stress and anxiety in the office which has actually been combined with the previous stress of preparing the company for a possible merger with Home Deport.

Difficult Job Atmosphere for Newcomers: There is lack of workers that can match the demanding setting of a hectic organization. Not only does this cause problem in discovering the appropriate individuals, it puts anxiety on new hires as can not stand up to the rate and stress that the organization expects them to bear.

Twin Coverage Lines: Newcomers find this organizational society cumbersome and also difficult to cope with particularly as dotted line relationships are suggested to be weak generally and unbiased setup as well as efficiency examination is still done by the strong line manager. This indicates that novices might shed clarity concerning their respective functions as well as objectives especially as dotted line reporting does not keep them in straight communication with the strong line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower rather than Bridget Coles despite the fact that it had actually been hypothesized that the latter would certainly take Krasnow's setting came as a strike to her spirits. Lewis may have been capable and suitable for the task but the truth that Kransnow's departure would certainly make Coles a direct record to Lewis might have been the factor for Coles' resignation from services.

Fear & Task Insecurity: Fear as well as insecurity can be identified as 2 major issues that Lewis would certainly be taking care of specifically as the merging has actually currently be terminated as well as 2 elderly execs of the advertising division would be leaving. The entire responsibility of the division would certainly be dropping on Lewis's shoulders that would certainly not simply be in charge of brining about a cultural change but would certainly also need to verify herself in her new role.

Incompatible Monitoring Style of Leader: Lewis's monitoring design as well as its conflict with the marketing division's duty can likewise be seen as an OB obstacle particularly as she has actually been used to managing concerns in the operations division where employees are shown to concentrate on procedures and get them. The advertising division on the other hand can be seen as a group of people that are made use of to being nurtured by Krasnow who concentrated much more on outcome than processes.

Interdepartmental Disputes: Interdepartmental disagreements between 3 divisions, advertising and marketing, merchandizing and procedures respectively over the allowance of the advertising mix can be identified as an additional OB problem. The marketing division does not share the very same vision as the various other 2 departments relating to the aloocation of the advertising mix twoards promotions and also advertsing, the merchandizing as well as procedures departments do not agree over the advertising and marketing mix allocation among one another either.

Disintegration in Marketing Department: Disintegration in between the advertising and marketing departments can be identified as an additional OB issue which could require further focus. The fact that the marketing and advertising sections in the advertising division are disconnected is stopping both departments from acquiring from each other's experience as well as knowledge. Combination of marketing with retailing and procedures would end up being more difficult if the marketing division itself is degenerated which can be an additional prospective OB problem.

Log On America Analysis

Various concepts have been utilized to explain the conditions to obtain more clarity about the scenario handy.

McGregor's Theory X & Y: According to Douglas McGregor's Concept X, many managers believe that staffs are passive as well as careless, have little ambition as well as withstand adjustment. The situation at Log On America is not totally adhering to Concept X, it can be seen that new hires are locating this setting instead difficult which may at some point lead to a higher disposition of the monitoring towards Theory X. Also while analyzing Lewis's management design, concept X might have been appropriate in the operations department to some level yet the Advertising division would need dependence on Theory Y in order to get the creativity and also originality from the teams.

Tuckman's Teamwork Concept: As for Lewis's worry about bringing consistency between the advertising and marketing division is concerned, this would at first bring about conflict as talked about by Bruce Tuckman in his 'Teamwork Concept'. (Tuckman, 1965). According to Tuckman's concept received appendix 3, throughout the first stage of team advancement, individuals might not bond, as they are hectic discovering their place in the team. By incorporating the advertising and marketing department's work, there might coincide first separate which can bring about the second stage of 'storming' where the groups challenge one another. However, it is just during the 3rd stage or 'norming' when they would certainly integrate to share suggestions before the group can cause synergy in the fourth stage 'executing'.

When individuals are presented with change, they enter stage one and so there might be emotions like despair, uncertainty, frustration, temper, anxiety, denial as well as disorientation.The situation at the advertising division of Log On America is comparable so Lewis can obtain comfortable with the idea that it is not phenomenal behavior. It is during this stage that Lewis will have to provide support to the division so that they can discover a feeling of instructions. It can be seen how Krasnow has already made this shift less complicated by making Lewis get entailed in the division a year prior to his actual departure.

Maslow's Requirement pecking order: The OB problem related to instability at the work environment has been triggered first of all by the modification in administration and also second of all by the reality that the merging will certainly no more be launched. Abraham Maslow in his Theory of 'Requirements Hierarchy' (appendix 5) has goes over the value of 'safety requires as being a lower level demand of a human for activating motivation. As seen in the pyramid shared in appendix 3, we can see exactly how 'the requirement to feel safe and also untouched' is at the second level of needs. Before a worker can be made to develop mentally, he requires to have his 'Physiological 'and 'Safety and security' requires satisfied. This indicates that unless the employees are made to feel secure about their existing employment status in Log On America they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Log On America Case Study

Implication of Analysis.

The OB analysis has checked out numerous concepts to comprehend exactly how to cope with the existing situation available. The adhering to three options have actually been suggested to aid Lewis handle the organizational challenges in the marketing department. Each of these options has actually been proposed for easing the transition needed to bring the advertising and marketing department according to the needs of the market and also for making the social modification that would adhere to as soon as the current leader leaves.

Integration of marketing and advertising features. Separating Adverting and also Manufacturing functions. Combination of Advertising And Marketing with Workflow.

Assessment of Alternatives.

Judith Shapiro who has earlier been talked to by Lewis during the earlier merging days has knowledge in business-to-business advertising and marketing along with agency and also retail marketing experience. Once Krasnow leaves, Lewis can hire Shapiro as an EVP for advertising to deal with both advertising as well as advertising functions.

The advantage of this approach is that it will certainly integrate both features while decreasing the demand for working with an extra resource for advertising and marketing. In addition to this, Lewis would be heading the advertising and marketing department as well as in any case her substitute would certainly be required for the existing duty that she is executing. The downside of this choice is that external hiring may bring about animosity from inner personnel who might be looking at the position of EVP after Lewis takes control of Krasnow's placement.

Separating Adverting as well as Production: Provided the affordable pressures as well as high top quality job called for from the advertising company, it is recommended that Lewis should permit the production unit to be a separate feature from the advertising and marketing system. Since a lot of marketing firms had these 2 features as different units, it makes more feeling to comply with the norm.

Assimilation of Marketing with Workflows: Considering that Lewis is already looking after the advertising and operations departments all at once; it makes good sense to incorporate both functions given that she has actually been efficiently looking after both ends. The reality that both divisions already have significant differences over appropriation of sources suggests that this integration may be able to bring about harmony especially as Lewis would be heading both ends.However there are various downsides of this relocation particularly as it would put too much burden over Lewis's shoulders. The fact that Lewis needs to adjust her monitoring style for the marketing department recommends that these two divisions would certainly be culturally varied. In addition to this, Lewis might not be able to apply one kind of management design to both divisions which can result in inefficiency in either one of the two functions.


An assessment of the three choices indicates that assimilation of marketing and also operations would not be a feasible relocation due to the substantial distinctions between the 2 departments in spite of the fact that presently Lewis is taking care of both. While separation of the production feature may have been a beneficial action for the marketing department, the fact that it would certainly mean positioning a 3rd feature under Lewis's wing implies this must be prevented.

Action Strategy.

Lewis will certainly take control of the function of EVP Marketing after Krasnow leaves.

Advertising and Marketing functions would be combined.

Judith Shapiro will certainly be hired to take Lewis's area as SVP of marketing and advertising.

Production feature will continue to be component of marketing under advertising and marketing function.

Lewis will certainly separate herself from procedures.

A democratic management design with worker empowerment will be used in marketing division.

Open up door plan and also emphasis on cross department interaction will be targeted at getting rid of disharmony.

Contingency strategy.

If the integration does not exercise as intended, a backup plan would adhere to which would separate the production function from the marketing function to decrease the lots on the SVP of advertising and marketing. In case Judith Shapiro does not obtain hired, Lewis will be heading the advertising and marketing division without an SVP. In that case the production function will most definitely be separated by placing it under an SVP manufacturing.