Innovative Lighting Inc Case Study Solution


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Innovative Lighting Inc Case Study Solution

Background and Facts

Innovative Lighting Inc an office products retailer for tiny and average sized organisations has lately been involved in preparing for a merging with its rival Residence Deport, which has actually impacted effectiveness degrees in departmentswith the senior manager associated with legal problems presented by the government Trade Compensation. With the Advertising and marketing Head advancing the information of his departure from the business in one year, Jeannie Lewis, the existing head of procedures has been asked to take the function in the future. With challenges in the type of a possible social modification as well as reduced worker morale, the company wants a complete reengineering effort at the advertising and marketing division.

Problem Declaration
Porter's 5 Forces Analysis
The prospective cultural modification at the advertising and marketing department of Innovative Lighting Inc is boosting unpredictability in the workplace resulting in various difficulties for the Jeannie Lewis who would certainly be replacing the head of the department in one year. nalysis

PEST analysis

Political Factors: Political factors play a significant function in impacting critical choices because Stapes Inc. needed to desert its plans of combining with Office Deport after the Federal Trade Commission's intervention at the same time. Offered the fact that the shop has a global visibility with branches in UK, U.S.A., Canada and Germany, political consider each of these nations may have the ability to impact efficiency or strategic goals. Federal Profession Compensation's antitrust suit against the merger took up valuable time of the company's elderly monitoring recommending that 'political' factors can have serious implications for a global company.

Economic Factors: Economic factors such as the development of local business in the international scenario recommend that Innovative Lighting Inc is flourishing in an atmosphere where there is possible development of companies. Reality that shop clients are mainly looking for office products for house workplaces suggests that the market has a climbing fad of business owners and house based businesses.

Social factors: Social trends in the economic situation reveal that customers are looking for benefit in addition to eye-catching rates. Market research shows how the consumer for Innovative Lighting Inc does not have recognition regarding finding remedies which can provide a mix of benefit and inexpensive.

Technical factors: Modern technology plays a vital function in Innovative Lighting Inc's company technique especially as the organization is piloting Technology centers which would certainly offer innovation sales and support in the form of memory upgrades, peripheral installments. (Recap of INSECT in appendix 2).

OB Issues and also Symptoms.

Several underlying Business Behavior issues can be seen in Innovative Lighting Inc's case as highlighted in this section.

Uneasiness concerning cultural change: There is apprehension concerning a social change that would certainly occur as soon as Todd Krasnow leaves from his placement as the Exec Vice President of Advertising And Marketing with most of the personnel currently showing unhappiness over this possible move. This expected modification has produced tension in the office which has been coupled with the previous anxiety of preparing the firm for a prospective merging with House Deport.
Pest Analysis
Difficult Task Environment for Newcomers: There is scarcity of personnel that can match the stressful environment of a busy organization. Not only does this bring about trouble in locating the appropriate individuals, it places tension on brand-new hires as can not withstand the speed and stress that the company anticipates them to birth.

Dual Reporting Lines: Novices find this business culture troublesome and hard to cope with specifically as populated line connections are implied to be weaker generally as well as objective setup as well as efficiency analysis is still done by the solid line manager. This indicates that newbies can shed quality concerning their corresponding duties and purposes specifically as dotted line reporting does not maintain them in direct communication with the solid line supervisors.

Bitterness From Cross Departmental Hiring: Krasnow's decision to make Lewis his successor as opposed to Bridget Coles even though it had actually been speculated that the last would take Krasnow's position came as an impact to her morale. Lewis may have been qualified as well as proper for the work however the fact that Kransnow's separation would make Coles a straight record to Lewis may have been the reason for Coles' resignation from services.

Fear & Job Instability: Worry as well as instability can be identified as two significant concerns that Lewis would certainly be handling specifically as the merging has actually now be cancelled and also two elderly executives of the advertising division would certainly be leaving. The entire duty of the division would certainly be dropping on Lewis's shoulders who would certainly not just be in charge of brining concerning a cultural change yet would certainly likewise have to show herself in her brand-new duty.

Incompatible Management Style of Leader: Lewis's administration design as well as its conflict with the marketing department's function can likewise be viewed as an OB obstacle particularly as she has been utilized to taking care of issues in the operations division where employees are educated to concentrate on procedures and also obtain them right. The advertising division on the various other hand can be viewed as a group of individuals that are used to being nurtured by Krasnow that concentrated a lot more on output than processes.

Interdepartmental Arguments: Interdepartmental disagreements between three departments, advertising and marketing, merchandizing and operations respectively over the allocation of the advertising and marketing mix can be determined as an additional OB worry. The marketing department does not share the same vision as the other two departments pertaining to the aloocation of the advertising mix twoards promos as well as advertsing, the merchandizing and operations departments do not agree over the advertising and marketing mix allotment amongst one another either.

Disintegration in Marketing Division: Fragmentation between the advertising and marketing departments can be recognized as another OB issue which can require further attention. The fact that the marketing and advertising areas in the advertising department are detached is protecting against both departments from gaining from each other's experience and also knowledge. Assimilation of marketing with retailing and also procedures would become more difficult if the marketing division itself is broken down which can be an additional prospective OB concern.

Innovative Lighting Inc Analysis

Various concepts have actually been utilized to clarify the situations to get further quality about the circumstance handy.
Swot Analysis
McGregor's Theory X & Y: According to Douglas McGregor's Concept X, many supervisors think that staffs are easy as well as careless, have little ambition and also resist modification. The hard version of this theory stressed browbeating, tight controls, risks as well as penalties. Gradually it produces low productivity, subtle sabotage and also rivalry (Deal, 2003). The situation at Innovative Lighting Inc is not entirely following Theory X, it can be seen that new hires are discovering this environment instead difficult which might at some point lead to a better disposition of the monitoring in the direction of Concept X. Based on McGregor's supported sight, which he called Concept Y, the important job of the administration is to prepare organizational conditions to ensure that people can achieve their very own objectives best by routing their initiatives in the direction of organizational rewards. If people discover no fulfillment in their work, the monitoring would have little selection however to rely on concept X and exterior control (Deal, 2003). Even while evaluating Lewis's management design, theory X may have appropriated in the procedures department somewhat yet the Advertising division would certainly need dependence on Concept Y in order to get the imagination as well as originality from the teams.

Tuckman's Teamwork Concept: Regarding Lewis's concern about bringing consistency between the marketing and advertising division is concerned, this would initially cause contrast as talked about by Bruce Tuckman in his 'Team effort Theory'. (Tuckman, 1965). As per Tuckman's concept shown in appendix 3, during the preliminary phase of group advancement, people might not bond, as they are hectic finding their place in the group. By integrating the marketing and advertising division's job, there may coincide preliminary detach which might cause the 2nd stage of 'storming' where the teams test one another. However, it is just throughout the third phase or 'norming' when they would certainly integrate to share ideas prior to the group can produce synergy in the fourth stage 'doing'.

When individuals are offered with modification, they get in stage one as well as so there may be emotions like sadness, uncertainty, aggravation, temper, concern, denial and disorientation.The situation at the marketing department of Innovative Lighting Inc is comparable so Lewis can obtain comfy with the suggestion that it is not phenomenal behavior. It is during this phase that Lewis will certainly have to give support to the department so that they can locate a sense of direction. It can be seen just how Krasnow has actually already made this shift simpler by making Lewis obtain entailed in the department a year prior to his real departure.
Vrio Analysis
Maslow's Need hierarchy: The OB concern related to insecurity at the office has actually been set off firstly by the adjustment in management and secondly by the reality that the merging will certainly no more be initiated. Abraham Maslow in his Concept of 'Demands Power structure' (appendix 5) has talks about the importance of 'safety and security needs as being a lower degree need of a human for setting off inspiration. As seen in the pyramid shared in appendix 3, we can see exactly how 'the demand to feel safe and untouched' is at the second degree of needs. Before a worker can be made to create emotionally, he needs to have his 'Physical 'and 'Safety' requires met. This shows that unless the employees are made to really feel secure regarding their existing employment condition in Innovative Lighting Inc they may not get to 'Self-Fulfillment'. (King, 2009).

SWOT Analysis for Innovative Lighting Inc Case Study

Implication of Analysis.

The OB analysis has considered different concepts to understand exactly how to manage the present scenario handy. The adhering to three options have actually been recommended to assist Lewis manage the business difficulties in the advertising and marketing division. Each of these alternatives has actually been recommended for easing the transition needed to bring the marketing division in line with the requirements of the marketplace as well as for making the cultural change that would certainly follow as soon as the current leader leaves.

Combination of marketing and advertising functions. Dividing Adverting and also Production functions. Combination of Advertising And Marketing with Procedures.

Examination of Alternatives.

Combination of Marketing & Advertising Functions: The internal advertising firm of Innovative Lighting Inc is currently toughness for the organization in regards to conserving up on overheads associated with advertising and marketing and promo. Given that no new employment has actually been done after Bridget Cole's departure with the coverage line being directly appointed to Krasnow for the marketing function, this is a positive opportunity for integrating the advertising and marketing functions. Judith Shapiro that has earlier been spoken with by Lewis during the earlier merger days has experience in business-to-business marketing in addition to agency as well as retail marketing experience. When Krasnow leaves, Lewis can work with Shapiro as an EVP for advertising to manage both advertising and marketing functions.

The advantage of this technique is that it will integrate both functions while minimizing the demand for working with an added resource for advertising. Along with this, Lewis would certainly be heading the marketing division and in any case her substitute would certainly be required for the existing duty that she is carrying out. The downside of this option is that external hiring may produce resentment from internal personnel that may be considering the setting of EVP after Lewis takes over Krasnow's placement.

Separating Adverting as well as Production: Provided the competitive stress and high top quality job required from the marketing agency, it is suggested that Lewis must permit the production device to be a separate feature from the advertising unit. Because the majority of advertising and marketing agencies had these 2 functions as different units, it makes even more feeling to follow the standard.

Combination of Advertising with Operations: Given that Lewis is currently dealing with the advertising and also operations departments all at once; it makes sense to incorporate both functions since she has actually been efficiently dealing with both ends. The fact that the two divisions already have major differences over allowance of sources recommends that this integration might have the ability to bring about harmony especially as Lewis would certainly be heading both ends.However there are numerous downsides of this action specifically as it would put excessive problem over Lewis's shoulders. The fact that Lewis has to adjust her administration style for the advertising department recommends that these two departments would be culturally varied. Along with this, Lewis might not have the ability to apply one sort of management style to both divisions which can result in ineffectiveness in either among both functions.


An evaluation of the 3 options shows that assimilation of advertising and marketing and also operations would certainly not be a feasible move because of the substantial differences between the two divisions despite the fact that currently Lewis is taking care of both. While splitting up of the manufacturing function may have been a favorable action for the marketing department, the reality that it would certainly mean positioning a 3rd function under Lewis's wing indicates this ought to be prevented as well. The assimilation of the marketing division is the very best option in regards to getting the ideal arise from the department. An action prepare for this alternative is discussed below.

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

Advertising and Marketing functions would be merged.

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

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

Lewis will certainly divide herself from operations.

A democratic management style with employee empowerment will certainly be used in advertising division.

Open up door policy and focus on cross department communication will be focused on eliminating disharmony.

Backup plan.

If the integration does not work out as intended, a contingency strategy would comply with which would separate the manufacturing feature from the advertising and marketing feature to reduce the tons on the SVP of advertising and marketing. In case Judith Shapiro does not get hired, Lewis will be heading the advertising and marketing division without an SVP. Because case the manufacturing feature will definitely be divided by positioning it under an SVP production.