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Globalization Of Europe An Interview With Wisse Dekker Case Study Analysis

Background and Facts

Globalization Of Europe An Interview With Wisse Dekker a workplace products seller for small as well as moderate sized organisations has recently been associated with planning for a merger with its rival House Deport, which has actually impacted effectiveness degrees in departmentswith the elderly manager involved in lawful problems presented by the federal Trade Payment. With the Advertising and marketing Head advancing the information of his separation from the firm in one year, Jeannie Lewis, the present head of procedures has actually been asked to take the duty in the future. With challenges in the kind of a possible social change and also low staff member morale, the organization needs a complete reengineering initiative at the advertising department.

Problem Statement

The possible cultural change at the marketing department of Globalization Of Europe An Interview With Wisse Dekker is raising unpredictability in the working environment resulting in 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 role in influencing calculated decisions given that Stapes Inc. needed to abandon its plans of merging with Office Deport after the Federal Trade Payment's intervention in the process. Offered the reality that the store has a global presence with branches in UK, USA, Canada as well as Germany, political factors in each of these nations might have the ability to affect performance or critical goals. Federal Trade Commission's antitrust match versus the merger used up valuable time of the company's senior management recommending that 'political' factors can have major effects for a worldwide business.

Economic Factors: Economic factors such as the emergence of small companies in the worldwide scenario suggest that Globalization Of Europe An Interview With Wisse Dekker is thriving in a setting where there is possible growth of businesses. Along with this, reality that shop customers are primarily trying to find office materials for home offices suggests that the marketplace has an increasing trend of business owners as well as home businesses.

Social factors: Social patterns in the economic climate reveal that clients are looking for convenience in addition to eye-catching costs. Marketing research demonstrates how the client for Globalization Of Europe An Interview With Wisse Dekker does not have awareness about discovering remedies which can provide a combination of comfort and also low costs.

Technical factors: Modern technology plays a vital role in Globalization Of Europe An Interview With Wisse Dekker's company technique particularly as the company is piloting Technology centers which would offer modern technology sales and also support in the form of memory upgrades, outer installations. (Recap of PEST in appendix 2).

OB Issues and also Effects.

Numerous underlying Organizational Behavior issues can be seen in Globalization Of Europe An Interview With Wisse Dekker's case as highlighted in this section.

Apprehensions about social adjustment: There is worry regarding a cultural modification that would occur once Todd Krasnow leaves from his position as the Exec Vice President of Advertising And Marketing with a lot of the employee already revealing unhappiness over this potential action. This expected adjustment has developed stress in the work environment which has actually been paired with the previous stress and anxiety of preparing the firm for a prospective merger with Home Deport.

Demanding Task Environment for Newcomers: There is shortage of employees that can match the demanding environment of a hectic organization. Not just does this bring about trouble in locating the appropriate individuals, it places tension on new hires as can not endure the pace as well as pressure that the company expects them to birth.

Dual Reporting Lines: Newbies locate this business culture cumbersome and tough to deal with especially as dotted line partnerships are implied to be weak in general as well as unbiased setting as well as efficiency examination is still done by the strong line supervisor. This means that beginners might shed quality concerning their corresponding roles as well as objectives particularly as dotted line reporting does not keep them in direct interaction with the solid line managers.

Animosity From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor as opposed to Bridget Coles despite the fact that it had been hypothesized that the last would certainly take Krasnow's placement came as a strike to her morale. Lewis might have been qualified and appropriate for the task however the fact that Kransnow's departure would certainly make Coles a direct report to Lewis might have been the reason for Coles' resignation from services.

Concern & Task Insecurity: Worry and also insecurity can be determined as two significant problems that Lewis would be handling especially as the merging has actually now be cancelled and 2 senior executives 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 just supervise of brining concerning a cultural modification however would also have to verify herself in her new function.

Incompatible Administration Style of Leader: Lewis's monitoring design and also its conflict with the advertising and marketing division's duty can also be viewed as an OB obstacle specifically as she has been made use of to handling problems in the procedures department where personnel are taught to concentrate on procedures as well as get them right. The marketing division on the various other hand can be seen as a team of individuals who are used to being nurtured by Krasnow who focused much more on output than processes.

Interdepartmental Disputes: Interdepartmental disputes between 3 divisions, advertising, merchandizing and also procedures specifically over the appropriation of the advertising and marketing mix can be recognized as another OB concern. The advertising and marketing department does not share the very same vision as the various other 2 departments regarding the aloocation of the advertising and marketing mix twoards promotions as well as advertsing, the merchandizing and operations departments do not concur over the advertising mix appropriation among one another either.

Fragmentation in Advertising And Marketing Division: Disintegration in between the advertising and marketing divisions can be determined as an additional OB issue which could need additional interest. The reality that the marketing and advertising sections in the marketing department are separated is protecting against both departments from getting from each various other's experience and knowledge. Combination of advertising with merchandising as well as operations would certainly end up being more difficult if the advertising and marketing division itself is degenerated which can be an additional prospective OB concern.

Globalization Of Europe An Interview With Wisse Dekker Analysis

Numerous concepts have been used to describe the circumstances to obtain additional clearness about the scenario available.

McGregor's Theory X & Y: According to Douglas McGregor's Theory X, many supervisors believe that juniors are passive as well as careless, have little aspiration and stand up to adjustment. The scenario at Globalization Of Europe An Interview With Wisse Dekker is not entirely adhering to Theory X, it can be seen that new hires are finding this setting instead difficult which may ultimately lead to a better disposition of the monitoring towards Theory X. Even while evaluating Lewis's administration style, theory X might have been suitable in the operations department to some extent but the Marketing department would certainly require reliance on Concept Y in order to obtain the creativity as well as creativity from the groups.

Tuckman's Teamwork Concept: Regarding Lewis's worry concerning bringing consistency between the advertising and marketing department is concerned, this would initially lead to conflict as gone over by Bruce Tuckman in his 'Team effort Concept'. (Tuckman, 1965). According to Tuckman's theory displayed in appendix 3, during the initial stage of team growth, people may not bond, as they are active discovering their area in the group. By combining the advertising and marketing division's work, there might coincide first disconnect which can result in the 2nd stage of 'storming' where the teams challenge each other. It is just during the third stage or 'norming' when they would certainly come together to share ideas prior to the team can bring around synergy in the fourth phase 'doing'.

Bridges' Transition Design: As per William Bridge's theory (appendix 4), people are quite uneasy with change, which is evident by the circumstance at Globalization Of Europe An Interview With Wisse Dekker The situation can be viewed as a regular program of life if is examined according to Bridge's concept where he discusses that people experience 3 stages of change when they experience adjustment. 'End, losing as well as Releasing', The Neutral Zone and 'The New Beginning' (Bridges, 2004). When people exist with change, they enter phase one therefore there may be emotions like unhappiness, unpredictability, stress, rage, worry, rejection and disorientation.The scenario at the advertising department of Globalization Of Europe An Interview With Wisse Dekker is similar so Lewis can obtain comfortable with the idea that it is not remarkable behavior. In the second phase, there might be a requirement to link the void between the brand-new and also old society so Lewis may have to face this challenge as soon as Krasnow leaves. There may be reduced morale and low efficiency at this phase which must not be taken as an obstacle. It is throughout this phase that Lewis will certainly have to offer assistance to the division so that they can discover an orientation. It can be seen just how Krasnow has currently made this transition simpler by making Lewis obtain involved in the department a year before his actual separation. Based on Bridges' Version, stage 3 will certainly cause visibility to discovering, High power and dedication as individuals will certainly welcome the change (Bridges, 2004).

Maslow's Need hierarchy: The OB concern related to insecurity at the office has actually been set off to start with by the modification in monitoring and second of all by the truth that the merger will no longer be started. Abraham Maslow in his Concept of 'Requirements Power structure' (appendix 5) has discusses the significance of 'safety needs as being a reduced level demand of a human for activating inspiration. As seen in the pyramid shared in appendix 3, we can see how 'the requirement to really feel safe and secure and untouched' is at the 2nd degree of needs. Before a staff member can be made to develop emotionally, he needs to have his 'Physiological 'and also 'Security' requires satisfied. This indicates that unless the employees are made to really feel protected concerning their current work condition in Globalization Of Europe An Interview With Wisse Dekker they might not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Globalization Of Europe An Interview With Wisse Dekker Case Study

Implication of Analysis.

The OB analysis has looked at various concepts to comprehend just how to deal with the current situation handy. The adhering to 3 choices have actually been proposed to help Lewis handle the organizational difficulties in the advertising division. Each of these options has been proposed for relieving the transition required to bring the advertising and marketing department according to the requirements of the marketplace as well as for making the cultural adjustment that would adhere to as soon as the existing leader leaves.

Combination of marketing and advertising features. Dividing Adverting and also Production features. Combination of Advertising And Marketing with Operations.

Analysis of Alternatives.

Judith Shapiro who has actually earlier been talked to by Lewis during the earlier merger days has competence in business-to-business marketing along with agency as well as retail advertising and marketing experience. When Krasnow leaves, Lewis can hire Shapiro as an EVP for marketing to handle both advertising and marketing functions.

The advantage of this strategy is that it will certainly integrate both features while minimizing the requirement for hiring an additional resource for advertising and marketing. In addition to this, Lewis would be heading the marketing department and also in any case her substitute would be needed for the existing role that she is performing. The downside of this alternative is that external hiring might produce bitterness from internal workers who might be eying the setting of EVP after Lewis takes over Krasnow's position.

Separating Adverting and Manufacturing: Offered the affordable pressures and high quality work called for from the ad agency, it is recommended that Lewis ought to permit the manufacturing system to be a separate function from the marketing unit. Because many ad agency had these two functions as separate systems, it makes more feeling to comply with the standard. Both features might be able to focus on their core activates a lot more efficiently. Nonetheless, the negative aspect of this technique would certainly be that additional expenses would need to be birthed for setting up different manufacturing functions. In addition to this, a manufacturing head may need to be hired which might increase expenses for the company.

Integration of Advertising And Marketing with Operations: Because Lewis is already taking treatment of the marketing as well as operations departments all at once; it makes feeling to integrate the 2 features since she has actually been successfully taking treatment of both ends. The truth that Lewis has to adapt her management style for the marketing department recommends that these two departments would certainly be culturally diverse.


An evaluation of the three alternatives suggests that integration of marketing and also procedures would certainly not be a possible step due to the vast distinctions in between the 2 divisions regardless of the reality that currently Lewis is managing both. While separation of the manufacturing function might have been a desirable move for the advertising division, the reality that it would indicate positioning a third function under Lewis's wing means this need to be avoided.

Action Strategy.

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

Marketing and advertising features would certainly be combined.

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

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

Lewis will divide herself from operations.

A democratic leadership design with worker empowerment will be used in marketing department.

Open door policy as well as emphasis on cross department communication will certainly be aimed at getting rid of dissonance.

Backup strategy.

If the assimilation does not work out as intended, a backup plan would adhere to which would separate the production feature from the marketing feature to decrease the load on the SVP of advertising and marketing. In case Judith Shapiro does not get hired, Lewis will be heading the advertising department without an SVP. In that case the manufacturing function will most definitely be separated by positioning it under an SVP manufacturing.