Cambridge Technology Partners 1991 Start Up Case Study Help


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Cambridge Technology Partners 1991 Start Up Case Study Help

Background and Facts

Cambridge Technology Partners 1991 Start Up a workplace materials seller for small and also average sized businesses has just recently been associated with preparing for a merger with its rival Residence Deport, which has actually impacted efficiency degrees in departmentswith the elderly manager involved in lawful problems put forth by the government Profession Commission. With the Marketing Head advancing the news of his departure from the company in one year, Jeannie Lewis, the current head of procedures has actually been asked to take the role in the future. With challenges in the form of a prospective social modification and reduced staff member morale, the company is in need of a complete reengineering effort at the advertising division.

Problem Statement

The prospective cultural modification at the advertising department of Cambridge Technology Partners 1991 Start Up is increasing unpredictability in the working environment resulting in numerous 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 duty in impacting tactical choices because Stapes Inc. had to desert its plans of merging with Workplace Deport after the Federal Trade Commission's intervention in the process. Given the reality that the store has a worldwide visibility with branches in UK, USA, Canada as well as Germany, political factors in each of these countries might have the ability to impact efficiency or strategic goals. Federal Trade Compensation's antitrust fit versus the merger used up useful time of the company's elderly administration suggesting that 'political' factors can have significant effects for a worldwide company.

Economic Factors: Financial factors such as the emergence of small companies in the global situation recommend that Cambridge Technology Partners 1991 Start Up is flourishing in an atmosphere where there is possible growth of companies. In addition to this, reality that store consumers are primarily searching for workplace products for home offices recommends that the market has a rising pattern of business owners as well as home based companies.

Social factors: Social patterns in the economic situation reveal that customers are seeking convenience in addition to eye-catching prices. Market research demonstrates how the consumer for Cambridge Technology Partners 1991 Start Up does not have understanding about discovering solutions which can use a combination of comfort and low costs.

Technical factors: Technology plays a crucial duty in Cambridge Technology Partners 1991 Start Up's organisation technique particularly as the organization is piloting Technology facilities which would certainly supply modern technology sales and assistance in the kind of memory upgrades, outer installments. (Summary of PARASITE in appendix 2).

OB Issues as well as Effects.

Numerous underlying Organizational Habits issues can be seen in Cambridge Technology Partners 1991 Start Up's case as highlighted in this section.

Uneasiness concerning social adjustment: There is concern about a cultural change that would occur when Todd Krasnow leaves from his setting as the Executive Vice President of Marketing with a lot of the employee currently showing unhappiness over this possible move. This anticipated adjustment has actually created stress in the work environment which has been coupled with the past anxiety of preparing the firm for a prospective merging with Residence Deport.

Difficult Job Environment for Newcomers: There is shortage of workers that can match the difficult atmosphere of a busy organization. Not just does this lead to trouble in discovering the right people, it places stress on brand-new hires as can not hold up against the pace and pressure that the company expects them to bear.

Twin Reporting Lines: Newbies locate this organizational society difficult and difficult to handle especially as populated line partnerships are meant to be weak as a whole and unbiased setting and efficiency analysis is still done by the strong line manager. This means that newbies could shed clearness regarding their respective roles as well as objectives specifically as populated line reporting does not maintain them in direct communication with the solid line managers.

Resentment From Cross Departmental Hiring: Krasnow's choice to make Lewis his follower rather than Bridget Coles despite the fact that it had been guessed that the latter would take Krasnow's position came as a blow to her morale. Lewis might have been qualified and ideal for the task yet the fact that Kransnow's departure would make Coles a straight report to Lewis may have been the factor for Coles' resignation from solutions.

Concern & Work Insecurity: Concern and insecurity can be determined as 2 major concerns that Lewis would certainly be handling especially as the merging has actually now be cancelled and 2 senior executives of the advertising division would certainly be leaving. The whole duty of the division would certainly be dropping on Lewis's shoulders who would certainly not just be in charge of brining about a social modification however would certainly additionally have to verify herself in her brand-new duty.

Incompatible Monitoring Design of Leader: Lewis's management style and its conflict with the marketing department's role can additionally be seen as an OB difficulty especially as she has been used to handling issues in the operations division where workers are educated to focus on processes as well as get them. The advertising and marketing division on the various other hand can be seen as a group of people that are used to being nurtured by Krasnow that concentrated much more on outcome than procedures.

Interdepartmental Disagreements: Interdepartmental disagreements in between 3 divisions, advertising and marketing, merchandizing and operations respectively over the allotment of the advertising mix can be recognized as an additional OB problem. Although the advertising and marketing department does not share the very same vision as the various other 2 divisions relating to the aloocation of the marketing mix twoards promotions and advertsing, the merchandizing and procedures departments do not concur over the advertising mix allowance amongst each other either.

Disintegration in Advertising And Marketing Department: Fragmentation between the marketing and advertising divisions can be identified as another OB concern which can require further focus. The reality that the advertising and marketing sections in the advertising division are disconnected is protecting against both departments from gaining from each other's experience and also expertise. Integration of advertising with retailing and procedures would certainly become harder if the advertising and marketing department itself is broken down which can be one more prospective OB issue.

Cambridge Technology Partners 1991 Start Up Analysis

Various theories have actually been made use of to explain the circumstances to obtain additional clearness concerning the circumstance at hand.

McGregor's Theory X & Y: According to Douglas McGregor's Concept X, most supervisors believe that juniors are passive as well as careless, have little aspiration and also withstand adjustment. The scenario at Cambridge Technology Partners 1991 Start Up is not totally complying with Concept X, it can be seen that new hires are finding this setting rather stressful which may eventually lead to a higher inclination of the administration towards Concept X. Even while examining Lewis's management style, concept X might have been ideal in the operations department to some extent but the Advertising and marketing division would call for dependence on Theory Y in order to get the creative thinking as well as creativity from the groups.

Tuckman's Team effort Concept: As far as Lewis's concern about bringing consistency between the marketing and also marketing department is worried, this would originally lead to contrast as discussed by Bruce Tuckman in his 'Synergy Concept'. By combining the marketing as well as advertising department's job, there may be the exact same initial detach which could lead to the 2nd stage of 'storming' where the teams test one an additional.

Bridges' Transition Version: Based On William Bridge's concept (appendix 4), individuals are rather uneasy with change, which is apparent by the scenario at Cambridge Technology Partners 1991 Start Up The situation can be viewed as a regular program of life if is studied as per Bridge's concept where he explains that individuals undergo three stages of shift when they experience adjustment. 'Closing, shedding and also Releasing', The Neutral Zone as well as 'The New Beginning' (Bridges, 2004). When people are presented with modification, they go into stage one therefore there may be emotions like despair, uncertainty, frustration, rage, anxiety, rejection and also disorientation.The scenario at the advertising department of Cambridge Technology Partners 1991 Start Up is similar so Lewis can obtain comfortable with the idea that it is not amazing habits. In the second stage, there might be a demand to link the gap in between the new as well as old society so Lewis may need to face this ordeal as soon as Krasnow leaves. There might be reduced morale and reduced performance at this phase which must not be taken as a trouble. It is during this stage that Lewis will certainly need to offer guidance to the division so that they can locate a sense of direction. It can be seen exactly how Krasnow has actually already made this change simpler by making Lewis obtain associated with the department a year prior to his real departure. Based on Bridges' Model, phase 3 will bring about openness to understanding, High power and also commitment as individuals will certainly welcome the adjustment (Bridges, 2004).

Abraham Maslow in his Theory of 'Needs Pecking order' (appendix 5) has goes over the relevance of 'security requires as being a lower degree requirement of a human for causing inspiration. As seen in the pyramid shared in appendix 3, we can see exactly how 'the requirement to really feel secure and out of danger' is at the 2nd degree of needs. Prior to a staff member can be made to establish emotionally, he needs to have his 'Physical 'as well as 'Safety and security' requires met.

SWOT Analysis for Cambridge Technology Partners 1991 Start Up Case Study

Ramification of Analysis.

The OB analysis has considered different theories to understand just how to manage the existing circumstance available. The following 3 choices have been recommended to assist Lewis deal with the organizational difficulties in the advertising department. Each of these options has been suggested for reducing the change needed to bring the advertising and marketing division in line with the requirements of the marketplace and for making the cultural adjustment that would comply with when the present leader leaves.

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

Assessment of Alternatives.

Assimilation of Advertising And Marketing & Marketing Functions: The internal advertising and marketing company of Cambridge Technology Partners 1991 Start Up is currently toughness for the company in terms of saving up on overheads related to advertising and marketing and also promo. Since no brand-new recruitment has been done after Bridget Cole's separation with the coverage line being straight assigned to Krasnow for the advertising function, this is a positive possibility for incorporating the advertising and marketing features. Judith Shapiro who has earlier been talked to by Lewis throughout the earlier merging days has knowledge in business-to-business advertising and marketing together with company and also retail advertising experience. Once Krasnow leaves, Lewis can employ Shapiro as an EVP for advertising and marketing to manage both advertising and marketing features.

The advantage of this technique is that it will integrate both features while lowering the demand for employing an extra source for advertising. Lewis would be heading the marketing division as well as in any type of case her substitute would be needed for the current role that she is doing. The drawback of this alternative is that exterior hiring might produce animosity from inner employees that may be considering the position of EVP after Lewis takes control of Krasnow's placement.

Separating Adverting and also Manufacturing: Offered the affordable pressures and also high quality job called for from the advertising and marketing agency, it is recommended that Lewis ought to enable the production system to be a different feature from the marketing unit. Because a lot of marketing companies had these two functions as different systems, it makes more sense to adhere to the norm.

Assimilation of Advertising with Procedures: Because Lewis is currently caring for the marketing and operations departments at the same time; it makes sense to incorporate both functions considering that she has been efficiently taking care of both ends. The truth that both departments already have significant distinctions over appropriation of resources suggests that this combination may be able to bring about consistency specifically as Lewis would be heading both ends.However there are different drawbacks of this move especially as it would put excessive problem over Lewis's shoulders. The reality that Lewis needs to adjust her monitoring style for the advertising and marketing division recommends that these 2 departments would certainly be culturally diverse. Lewis may not be able to use one kind of leadership design to both departments which can result in ineffectiveness in either one of the 2 features.


An analysis of the 3 options indicates that integration of advertising as well as procedures would not be a viable step due to the huge distinctions between the two divisions regardless of the reality that presently Lewis is handling both. While separation of the production function might have been a positive relocation for the marketing division, the reality that it would imply placing a 3rd function under Lewis's wing implies this should be stayed clear of.

Action Plan.

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

Advertising and Marketing features would certainly be combined.

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

Manufacturing function will continue to be part of marketing under advertising function.

Lewis will separate herself from procedures.

An autonomous leadership style with staff member empowerment will be made use of in advertising department.

Open door plan and also emphasis on cross departmental communication will certainly be targeted at eliminating disharmony.

Backup plan.

If the combination does not exercise as planned, a backup plan would follow which would divide the manufacturing function from the advertising and marketing function to lower the tons on the SVP of advertising and marketing. In case Judith Shapiro does not get employed, Lewis will be heading the advertising department without an SVP. Because case the manufacturing feature will definitely be separated by positioning it under an SVP manufacturing.