Background and Facts
Google Glass a workplace products merchant for small as well as moderate sized organisations has actually just recently been associated with preparing for a merger with its rival Home Deport, which has impacted effectiveness levels in departmentswith the senior manager associated with legal difficulties presented by the government Profession Commission. With the Marketing Head putting forward the information of his departure from the firm in one year, Jeannie Lewis, the current head of operations has actually been asked to take the function in the near future. With challenges in the type of a prospective cultural adjustment as well as low staff member spirits, the company wants a complete reengineering effort at the marketing division.Issue Declaration
The prospective cultural change at the advertising and marketing division of Google Glass is enhancing unpredictability in the working environment causing various difficulties for the Jeannie Lewis that would be changing the head of the department in one year. nalysis
PEST analysis
Political Factors: Political factors play a major function in affecting calculated decisions given that Stapes Inc. needed to desert its plans of combining with Workplace Deport after the Federal Profession Payment's treatment at the same time. Provided the fact that the shop has a global existence with branches in UK, UNITED STATES, Canada as well as Germany, political factors in each of these countries might be able to influence performance or calculated objectives. Federal Trade Compensation's antitrust match against the merger used up important time of the organization's elderly monitoring recommending that 'political' factors can have major ramifications for a global business.
Economic Factors: Financial factors such as the development of small companies in the worldwide situation suggest that Google Glass is prospering in a setting where there is potential development of organisations. Truth that shop clients are primarily looking for workplace supplies for home workplaces suggests that the market has a rising trend of business owners and also home based services.
Social factors: Social trends in the economic situation show that clients are looking for convenience as well as appealing rates. Market research demonstrates how the consumer for Google Glass lacks understanding about discovering services which can use a combination of benefit and affordable.
Technical factors: Innovation plays a vital function in Google Glass's service strategy specifically as the organization is piloting Innovation facilities which would use innovation sales and support in the kind of memory upgrades, outer installments. (Recap of PEST in appendix 2).
OB Issues and Effects.
A number of underlying Business Habits issues can be seen in Google Glass's case as highlighted in this area.
Worries about social adjustment: There is uneasiness about a social change that would certainly happen as soon as Todd Krasnow leaves from his setting as the Exec Vice President of Marketing with most of the employee already revealing discontent over this prospective move. This predicted modification has actually produced anxiety in the work environment which has actually been paired with the previous stress and anxiety of preparing the firm for a possible merging with Residence Deport.
Demanding Job Setting for Newcomers: There is shortage of workers that can match the stressful environment of a hectic company. Not only does this bring about problem in finding the best people, it puts stress on new hires as can not endure the pace and also stress that the company expects them to bear.
Dual Coverage Lines: Novices find this business culture cumbersome as well as challenging to handle specifically as dotted line partnerships are indicated to be weak generally and unbiased setup and also efficiency assessment is still done by the strong line manager. This means that novices can lose quality about their respective functions and objectives particularly as dotted line coverage does not keep them in direct communication with the strong line supervisors.
Animosity From Cross Departmental Hiring: Krasnow's choice to make Lewis his successor rather than Bridget Coles even though it had actually been hypothesized that the last would take Krasnow's setting came as an impact to her spirits. Lewis might have been qualified as well as proper for the work yet the fact that Kransnow's separation would make Coles a direct record to Lewis may have been the reason for Coles' resignation from solutions.
Fear & Work Insecurity: Anxiety as well as instability can be determined as two significant worries that Lewis would be handling especially as the merger has actually currently be terminated as well as 2 senior executives of the marketing division would certainly be leaving. The whole responsibility of the division would be falling on Lewis's shoulders who would not just be in charge of brining concerning a social modification yet would certainly additionally have to show herself in her new role.
Inappropriate Management Design of Leader: Lewis's administration style as well as its incompatibility with the marketing division's role can likewise be seen as an OB obstacle particularly as she has been used to managing issues in the operations division where employees are educated to focus on procedures as well as get them right. The advertising and marketing division on the various other hand can be seen as a group of individuals who are utilized to being nurtured by Krasnow that focused much more on outcome than processes.
Interdepartmental Disagreements: Interdepartmental arguments in between three departments, marketing, merchandizing and operations specifically over the appropriation of the marketing mix can be determined as another OB worry. The advertising and marketing department does not share the same vision as the other two divisions regarding the aloocation of the advertising mix twoards promotions and also advertsing, the merchandizing and procedures divisions do not concur over the advertising and marketing mix allowance among one an additional either.
Disintegration in Advertising Department: Fragmentation between the marketing and advertising divisions can be determined as one more OB issue which might require more focus. The truth that the marketing and advertising sections in the advertising and marketing department are detached is stopping both divisions from getting from each various other's experience and proficiency. Integration of advertising with retailing and also procedures would certainly come to be harder if the marketing division itself is disintegrated which can be an additional potential OB worry.
Google Glass Analysis
Various theories have been utilized to clarify the scenarios to obtain more quality regarding the scenario at hand.
McGregor's Theory X & Y: According to Douglas McGregor's Theory X, many supervisors think that juniors are easy and careless, have little passion and also resist modification. The difficult variation of this concept stressed threat, limited controls, threats as well as punishments. Over time it produces low efficiency, refined sabotage as well as competition (Offer, 2003). Although the circumstance at Google Glass is not totally adhering to Theory X, it can be seen that brand-new hires are finding this setting instead stressful which may ultimately result in a better inclination of the monitoring in the direction of Theory X. Based on McGregor's supported sight, which he called Concept Y, the necessary job of the monitoring is to set up organizational conditions so that individuals can achieve their own objectives best by routing their efforts in the direction of business rewards. If people discover no satisfaction in their job, the monitoring would have little choice but to depend on concept X as well as exterior control (Deal, 2003). Also while analyzing Lewis's management style, theory X might have appropriated in the procedures department to some extent yet the Advertising department would require reliance on Concept Y so as to get the creative thinking as well as originality from the groups.
Tuckman's Synergy Concept: Regarding Lewis's worry concerning bringing harmony in between the marketing and advertising division is worried, this would originally bring about conflict as discussed by Bruce Tuckman in his 'Synergy Theory'. (Tuckman, 1965). As per Tuckman's theory shown in appendix 3, during the initial phase of group advancement, people may not bond, as they are active finding their place in the group. By integrating the advertising and marketing department's work, there might be the same first disconnect which might cause the second stage of 'storming' where the teams test one another. It is only throughout the 3rd phase or 'norming' when they would come with each other to share concepts before the team can bring about harmony in the fourth stage 'performing'.
When individuals are presented with change, they go into phase one and so there may be feelings like unhappiness, uncertainty, irritation, rage, fear, denial and also disorientation.The circumstance at the marketing department of Google Glass is comparable so Lewis can get comfortable with the suggestion that it is not phenomenal behavior. It is during this phase that Lewis will have to provide advice to the division so that they can discover a feeling of direction. It can be seen how Krasnow has actually already made this shift much easier by making Lewis get included in the division a year prior to his actual departure.
Abraham Maslow in his Concept of 'Requirements Hierarchy' (appendix 5) has reviews the importance of 'safety and security requires as being a lower level demand of a human for activating inspiration. As seen in the pyramid shared in appendix 3, we can see exactly how 'the demand to feel safe and also out of threat' is at the second degree of needs. Before a staff member can be made to create mentally, he requires to have his 'Physical 'as well as 'Safety' needs satisfied.
SWOT Analysis for Google Glass Case Study
Effects of Analysis.
The OB analysis has actually considered different concepts to comprehend how to cope with the current scenario at hand. The following three alternatives have actually been recommended to assist Lewis take care of the organizational challenges in the marketing department. Each of these choices has actually been suggested for alleviating the transition required to bring the advertising department in line with the needs of the market and also for making the cultural change that would follow once the present leader leaves.
Integration of advertising and marketing features. Dividing Adverting and Manufacturing features. Combination of Advertising with Procedures.
Assessment of Alternatives.
Integration of Marketing & Advertising Functions: The internal advertising company of Google Glass is currently strength for the organization in regards to conserving up on expenses associated with advertising as well as promotion. Given that no new recruitment has been done after Bridget Cole's departure with the reporting line being directly designated to Krasnow for the advertising and marketing feature, this is a positive opportunity for integrating the marketing and advertising features. Judith Shapiro that has actually earlier been spoken with by Lewis during the earlier merging days has proficiency in business-to-business advertising and marketing together with agency as well as retail advertising experience. As soon as Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising to take care of both marketing and advertising features.
The advantage of this method is that it will certainly integrate both features while reducing the requirement for hiring an extra resource for marketing. In addition to this, Lewis would certainly be heading the advertising division and also all the same her substitute would be required for the present duty that she is doing. The drawback of this choice is that outside hiring might bring about resentment from interior personnel that may be considering the placement of EVP after Lewis takes control of Krasnow's position.
Dividing Adverting as well as Manufacturing: Given the competitive pressures as well as high top quality work needed from the advertising and marketing firm, it is advised that Lewis ought to allow the manufacturing system to be a separate feature from the advertising and marketing system. Because the majority of advertising and marketing companies had these 2 functions as different units, it makes even more sense to follow the norm.
Combination of Advertising with Procedures: Because Lewis is currently taking care of the advertising and marketing as well as operations divisions simultaneously; it makes feeling to incorporate the two functions because she has actually been efficiently taking treatment of both ends. The reality that Lewis has to adjust her management style for the marketing division suggests that these 2 departments would be culturally varied.
Recommendation.
An analysis of the three choices indicates that combination of advertising and procedures would certainly not be a feasible action due to the vast distinctions between the two divisions despite the fact that currently Lewis is handling both. While splitting up of the manufacturing feature might have been a beneficial action for the advertising division, the fact that it would mean putting a third feature under Lewis's wing implies this ought to be avoided.
Activity Plan.
Lewis will certainly take over the role of EVP Advertising after Krasnow leaves.
Marketing and advertising functions would be merged.
Judith Shapiro will certainly be employed to take Lewis's location as SVP of marketing and advertising.
Production feature will certainly stay part of advertising and marketing under advertising and marketing feature.
Lewis will certainly divide herself from operations.
An autonomous management design with employee empowerment will certainly be utilized in marketing department.
Open up door policy and focus on cross departmental communication will certainly be focused on getting rid of dissonance.
Contingency strategy.
If the assimilation does not exercise as planned, a contingency plan would adhere to which would certainly separate the production feature from the marketing feature to reduce 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 division without an SVP. In that case the manufacturing feature will absolutely be divided by positioning it under an SVP production.