Protection Of Intellectual Property In The United States Case Study Analysis


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Protection Of Intellectual Property In The United States Case Study Analysis

Background and Facts

Protection Of Intellectual Property In The United States an office supplies seller for tiny and average sized companies has lately been involved in planning for a merger with its rival Home Deport, which has actually influenced efficiency degrees in departmentswith the senior manager associated with legal difficulties presented by the government Trade Payment. With the Advertising Head advancing the news of his departure from the firm in one year, Jeannie Lewis, the present head of operations has been asked to take the role in the near future. With obstacles in the form of a possible cultural modification as well as low staff member morale, the company wants a full reengineering initiative at the marketing department.

Issue Declaration

The prospective cultural change at the advertising and marketing department of Protection Of Intellectual Property In The United States is boosting unpredictability in the working environment resulting in different obstacles for the Jeannie Lewis who would be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a major role in impacting strategic choices considering that Stapes Inc. needed to abandon its strategies of merging with Workplace Deport after the Federal Trade Payment's intervention at the same time. Offered the truth that the store has an international presence with branches in UK, UNITED STATES, Canada as well as Germany, political consider each of these countries might be able to affect performance or calculated goals. Federal Profession Compensation's antitrust suit against the merging occupied beneficial time of the company's senior management recommending that 'political' factors can have major effects for a global business.

Economic Factors: Financial factors such as the appearance of small businesses in the international situation suggest that Protection Of Intellectual Property In The United States is prospering in a setting where there is prospective growth of businesses. Reality that shop customers are primarily looking for workplace supplies for home workplaces suggests that the market has a climbing fad of business owners as well as house based organisations.

Social factors: Social patterns in the economy reveal that consumers are seeking ease as well as appealing rates. Marketing research shows how the consumer for Protection Of Intellectual Property In The United States lacks awareness about discovering options which can offer a mix of comfort and also affordable.

Technological factors: Modern technology plays a crucial role in Protection Of Intellectual Property In The United States's business method specifically as the organization is piloting Technology centers which would certainly provide modern technology sales and support in the kind of memory upgrades, outer installations. (Recap of BUG in appendix 2).

OB Issues and also Effects.

Numerous underlying Organizational Behavior problems can be seen in Protection Of Intellectual Property In The United States's case as highlighted in this section.

Worries about social change: There is concern concerning a social modification that would occur once Todd Krasnow leaves from his placement as the Executive Vice Head Of State of Advertising with a lot of the staff members currently revealing discontent over this prospective relocation. This anticipated change has created stress in the workplace which has been coupled with the previous stress and anxiety of preparing the company for a possible merger with Home Deport.

Stressful Task Environment for Newcomers: There is shortage of personnel that can match the stressful environment of a fast-paced organization. Not just does this bring about trouble in finding the right individuals, it puts stress and anxiety on brand-new hires as can not hold up against the speed and pressure that the company anticipates them to bear.

Dual Coverage Lines: Newcomers locate this business culture troublesome as well as tough to manage specifically as dotted line partnerships are suggested to be weaker as a whole and also objective setting and also efficiency analysis is still done by the strong line supervisor. This suggests that novices might shed quality regarding their corresponding functions and purposes particularly as dotted line coverage does not keep them in straight interaction with the solid line supervisors.

Animosity From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower as opposed to Bridget Coles although it had actually been speculated that the last would certainly take Krasnow's placement came as a strike to her spirits. Lewis may have been qualified and also appropriate for the job however the reality that Kransnow's separation would make Coles a straight report to Lewis might have been the reason for Coles' resignation from services.

Concern & Task Instability: Anxiety as well as instability can be determined as 2 significant concerns that Lewis would be managing especially as the merger has now be terminated and two senior executives of the advertising and marketing division would certainly be leaving. The whole duty of the division would be dropping on Lewis's shoulders who would certainly not just supervise of brining about a cultural change yet would certainly additionally have to verify herself in her new function.

Incompatible Monitoring Style of Leader: Lewis's administration design as well as its incompatibility with the marketing department's role can likewise be seen as an OB challenge particularly as she has actually been utilized to handling problems in the procedures division where workers are instructed to concentrate on procedures as well as get them right. The advertising division on the various other hand can be viewed as a group of people who are used to being nurtured by Krasnow who concentrated more on outcome than processes.

Interdepartmental Differences: Interdepartmental differences between three departments, marketing, merchandizing and operations respectively over the allowance of the advertising mix can be recognized as an additional OB problem. Although the advertising division does not share the exact same vision as the other 2 departments concerning the aloocation of the advertising and marketing mix twoards promotions and advertsing, the merchandizing and also procedures departments do not concur over the advertising mix allocation amongst each other either.

Disintegration in Marketing Department: Disintegration between the marketing and advertising divisions can be identified as an additional OB problem which could require more focus. The truth that the advertising and marketing areas in the advertising and marketing division are separated is stopping both divisions from obtaining from each various other's experience and expertise. Assimilation of marketing with merchandising and procedures would certainly become harder if the marketing department itself is broken down which can be one more possible OB problem.

Protection Of Intellectual Property In The United States Analysis

Various concepts have actually been used to clarify the conditions to obtain more clearness concerning the scenario at hand.

McGregor's Concept X & Y: According to Douglas McGregor's Theory X, the majority of managers think that staffs are easy as well as lazy, have little aspiration as well as stand up to adjustment. The situation at Protection Of Intellectual Property In The United States is not totally following Concept X, it can be seen that new hires are finding this environment rather stressful which may eventually lead to a higher disposition of the administration in the direction of Theory X. Also while examining Lewis's monitoring style, theory X may have been ideal in the operations division to some extent yet the Advertising division would call for reliance on Concept Y in order to obtain the imagination and creativity from the teams.

Tuckman's Team effort Concept: As far as Lewis's concern regarding bringing consistency between the advertising and also advertising department is concerned, this would at first lead to conflict as discussed by Bruce Tuckman in his 'Team effort Concept'. By combining the advertising and marketing and also advertising and marketing department's work, there might be the very same initial detach which can lead to the second stage of 'storming' where the groups test one an additional.

Bridges' Transition Design: Based On William Bridge's theory (appendix 4), individuals are quite uncomfortable with modification, which is noticeable by the situation at Protection Of Intellectual Property In The United States The situation can be viewed as a regular training course of life if is examined as per Bridge's concept where he explains that people undergo 3 phases of change when they experience adjustment. 'Closing, shedding and Letting go', The Neutral Zone and also 'The New Beginning' (Bridges, 2004). When individuals are presented with change, they go into phase one therefore there might be emotions like despair, unpredictability, aggravation, temper, worry, rejection and also disorientation.The circumstance at the advertising and marketing department of Protection Of Intellectual Property In The United States is comparable so Lewis can get comfy with the suggestion that it is not amazing actions. In the 2nd phase, there may be a demand to link the void in between the new as well as old culture so Lewis may have to encounter this ordeal once Krasnow leaves. There might be low spirits and reduced productivity at this stage which need to not be taken as a problem. It is throughout this stage that Lewis will have to provide guidance to the division to make sure that they can discover a sense of direction. It can be seen just how Krasnow has actually currently made this transition less complicated by making Lewis obtain associated with the department a year prior to his actual separation. As per Bridges' Model, phase three will bring about openness to learning, High energy as well as commitment as people will welcome the change (Bridges, 2004).

Maslow's Demand power structure: The OB problem related to insecurity at the office has been triggered firstly by the adjustment in monitoring and also second of all by the truth that the merging will certainly no more be started. Abraham Maslow in his Theory of 'Demands Power structure' (appendix 5) has goes over the relevance of 'security requires as being a reduced level need of a human for setting off inspiration. As seen in the pyramid shared in appendix 3, we can see exactly how 'the requirement to feel safe and secure and also untouched' is at the 2nd level of requirements. Prior to a staff member can be made to establish mentally, he requires to have his 'Physiological 'and also 'Safety' needs satisfied. This suggests that unless the workers are made to feel secure concerning their present work standing in Protection Of Intellectual Property In The United States they may not reach 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Protection Of Intellectual Property In The United States Case Study

Effects of Analysis.

The OB analysis has considered numerous concepts to comprehend just how to deal with the existing scenario available. The complying with 3 options have actually been recommended to help Lewis manage the organizational difficulties in the advertising division. Each of these alternatives has been proposed for relieving the transition needed to bring the advertising and marketing department in accordance with the requirements of the marketplace and for making the social adjustment that would comply with as soon as the existing leader leaves.

Integration of marketing and advertising functions. Dividing Adverting as well as Manufacturing functions. Combination of Advertising with Operations.

Analysis of Alternatives.

Judith Shapiro that has actually earlier been interviewed by Lewis throughout the earlier merging days has knowledge in business-to-business advertising along with company as well as retail advertising experience. Once Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising and marketing to handle both advertising and marketing and advertising features.

The benefit of this technique is that it will certainly integrate both functions while reducing the demand for employing an added source for advertising and marketing. Lewis would certainly be heading the advertising and marketing department and also in any kind of case her substitute would certainly be required for the current role that she is doing. The drawback of this choice is that exterior hiring may cause bitterness from interior employees that may be eying the setting of EVP after Lewis takes control of Krasnow's placement.

Separating Adverting and also Manufacturing: Offered the competitive stress and also premium quality job called for from the advertising agency, it is recommended that Lewis should allow the production system to be a different feature from the marketing system. Because a lot of ad agency had these two functions as different systems, it makes more sense to comply with the standard. Both functions may be able to focus on their core triggers much more efficiently. The disadvantage of this strategy would certainly be that extra costs would certainly have to be borne for setting up separate production features. A manufacturing head may have to be employed which could raise overheads for the organization.

Combination of Advertising with Workflows: Because Lewis is already looking after the marketing and procedures departments simultaneously; it makes good sense to incorporate both features since she has been effectively dealing with both ends. The fact that both departments already have significant distinctions over allowance of sources suggests that this integration might be able to produce consistency particularly as Lewis would be heading both ends.However there are various disadvantages of this move specifically as it would certainly put way too much problem over Lewis's shoulders. The fact that Lewis has to adjust her administration style for the advertising and marketing division recommends that these two departments would certainly be culturally varied. Along with this, Lewis might not have the ability to use one sort of leadership design to both divisions which might result in inadequacy in either one of both functions.


An evaluation of the three options shows that integration of marketing as well as procedures would certainly not be a possible action because of the large distinctions in between the two divisions despite the fact that presently Lewis is dealing with both. While separation of the production function might have been a desirable move for the advertising and marketing department, the reality that it would mean positioning a third feature under Lewis's wing suggests this should be stayed clear of too. The assimilation of the advertising division is the very best alternative in terms of obtaining the optimum results from the division. An action prepare for this choice is talked about below.

Action Strategy.

Lewis will take control of the role of EVP Advertising and marketing after Krasnow leaves.

Marketing and advertising features would be combined.

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

Production feature will stay component of advertising under advertising and marketing function.

Lewis will separate herself from operations.

A democratic management style with staff member empowerment will certainly be utilized in advertising division.

Open door policy and also emphasis on cross department interaction will certainly be targeted at removing discord.

Contingency strategy.

If the combination does not exercise as prepared, a contingency plan would comply with which would certainly separate the manufacturing function from the advertising and marketing feature to decrease the load on the SVP of marketing and advertising. In case Judith Shapiro does not obtain worked with, Lewis will certainly be heading the marketing department without an SVP. In that case the manufacturing function will certainly be separated by placing it under an SVP manufacturing.