Assignment Organisational behaviour

Topics: Change management, Sony, Management Pages: 18 (2837 words) Published: November 20, 2014

School of Business and Law

Organisational Behaviour
Saving Sony (case study)

Student: Ramis Karamatov
ID: B0496MAMA0213
Semester: Semester 2
Lecturer: Peter McGee

London 2013© Table of Contents
3.1.0 Organisational Change and types of organisational change in Sony4 3.1.1 What is Organisational Change?4
3.1.2 Organisational Changes in Sony4
3.1.3 Structural change5
3.1.4 Operational change5
3.1.5 Technological change6
3.2.0 Internal and External Forces7
3.2.1 External driving forces7
3.2.2 Internal driving forces8
3.3.0 Implementing the change through the various theories9 3.3.1 “Calm water” and White-water” metaphors9
3.3.2 Action research11
3.3.3 Organisational development12
3.4.0 Sources of resistance and tactics of overcoming it13
3.4.1 Sources of resistance13
3.4.2 Tactics of overcoming resistance14
4.0 Conclusion15
5.0 Reference16
6.0 Bibliography17

The report will examine the Sony’s case study. The focus of the report will be mainly on Sony’s organisational change. What types of organisational change have occurred in Sony in terms of series of events through time? Organisational change will be evaluated as a process and will be analysed at different levels. Moreover, what are external and internal triggers of change, which initiated the need for organisational change? Furthermore, the paper will examine some useful theories of change, advocating the methods for managing the change at the implementation stage. In addition to that the sources of resistance will be evaluated which are possibly occur in Sony.

Sony is Japanese consumer electronics giant. Nowadays Sony Group is span into tree main businesses: entertainment, electronic and financial services. Today’s rebuilding the electronics business and repositioning it for the future growth are the most urgent tasks, which require the responsibility – says President and CEO of Sony Corporation Kazuo Hirai (Kazuo, 2013). Entertainment and financial services have stable future growth. However, the operating environment for electronics faces increasing pressure from its competitors: Samsung and Apple. Kazuo Hirai became President and CEO of Sony Corporation on 1 April 2012, overcoming Sir Howard Stringer. Even though Sony began preparing to implement some changes by Sony ex-chairman and chief executive Nobuyuki Idei in terms of restructuring plan strategy, company failed to execute the changes. From 2000 to 2003, Sony faced big challenges, the business seemed unprofitable and Sony planed to consolidate its production in fewer factories. Sony profit plunged 98%, indicating the total sales were down 6.9% to 1.6 trillion yen (BBC News, 2003). In addition, the value of shareholders shares declined from $150 to $25. Sony was far away from meeting its profitability goals and it was enough to force some major changes.

3.1.0 Organisational Change and types of organisational change in Sony 3.1.1 What is Organisational Change?
According to Appannaiah et al (2010), the change simply can be defined as “making things different”. Organisations need to change for variety of different reasons whether there is a necessity for improvements or maximize the productivity or accelerate organisational effectiveness. Ultimately, organisations need to be profitable and provide shareholders value. However, there are might be patters when changes are occurring by new products, new opportunities, expanding market or shrinking market. Those changes can be both within and outside the organisation: 1. Mergers;

2. Acquisitions;
3. Adapting new practices;
4. Upgrading technology.
The only thing is constant is change. Therefore, change should be seen as the rule rather that the exception in...

Bibliography: 1) Cole, G.A. (2011) Management Theory and Practice. 7th ed. London: South-Western Cengage Learning.
2) Bowie, N.E. (2001) The Blackwell Guide to Business Ethics. (Philosophy Guides) Blackwell Publishers.
3) Fitzsimmons, J. A & Fitzsimmons, M. J. (2010) Service Management: Operations Strategy, Information Technology. 7th ed. Singapore: McGraw Hill International Edition.
4) Kennedy, C. (2007) Guide to the Management Gurus. 5th ed. Randon House Business Books.
5) Robbins, S.P. and Decenzo, D. A. (2009) Fundamentals of Management: Essential Concepts and Applications. 6th ed. Pearson Education.
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