Long and Short-term Change Models - Course Work on Management

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Harvey Mudd College
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Course work
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Sea Treasures Company requires change apart from which it will get out of business. For a successful transition to the new approach, it is essential to use ADKAR change model for the short term and Kotters 8-step model for a more permanent change. In so doing, the revenue will increase in the long run, and the company will be able to withstand the financial crisis.

ADKAR is a model with acronyms which means that each activity must be completed before proceeding to the other. Awareness is the starting point followed by Desire, then Knowledge, Ability and Finally reinforcement. This model concentrates on the changes that ought to happen to the individuals such that after their perceptions have changed, it is possible for them to endorse changes in the company (Hughes, Dwivedi, Simintiras, Rana, 2016). In the awareness stage, it ensures that workers are in cognizant of what needs to change. For instance, an understanding of the need to adopt a website to increase sales and also the clientele base otherwise the employees will lose their jobs. As such, the workers will be able to realize the need for change. Adopting the internet as the market to sell the aquarium decorators will appeal to a larger market than a physical location. Further, the management can create a desire for change in the employees by explaining to them the benefits that would accrue from the change like increased income and bonuses by a successful change.

The next step is knowledge where the employees would be taught how to market the aquarium decorators by using various digital platforms like social media to reach the target population. Through knowledge, workers can know different systems that are cost effective in the marketing process. The next step would actually ensuring the employees can use different platforms to market and make sales of the decorators. In essence, in the ability stage, the employees actualize the plan and create an impact in the organization. Finally, reinforcement is essential to assist the employees to know when they have achieved the desired outcome. This result would be to make sales and consistently evaluate the progress and celebrate the gradual success that Sea Treasures would realize following this model.

The rationale of using the ADKAR model is because this model is a goal oriented one where the change aims at bringing certain outcomes. It helps guide individuals on the adjustments they need so that they can be able to bring the change in the organization or programs and systems. The model is easy to learn and follow through as it starts by creating a desire for change in the employees and thus reducing the employee resistance to change. In using it, the employee are able to realize the risk in place if the change is not implemented and also they appreciate the importance of change. Therefore for Sea Treasures, this action based model is the appropriate model for the short term.

Using this model will impact Sea Treasures significantly. Employees will be willing to be participants in creating the change and reaping its benefits. The organization is likely to increase its revenue by reaching a bigger market. Through consistent learning to gain knowledge the employees will be incredible digital marketers and learn how to deliver the decorators to the clients using various ways utilized by other online companies. Training the employees will increase their value and will act as a tool of motivation towards attaining the desired goal.

However, short-term change will not result in the sustainability of the company as such there will need to adopt a more long-term based model for sustainability. Kotters eight step model will be a valuable tool in implementing sustainable and permanent change (Hornstein, 2015).

In creating urgency, exploration of the potential threats and opportunities that be exploited happens. In Sea Treasures, opening an honest discussion about the potential loss of clients which would ultimately lead to the closure of the company. Allow the employees, management to see the potential danger of no action is taken to sell live turtles. Such ways will create motivation for change from all pivotal role players.

In forming a powerful coalition, identification of leaders in each level of the organization is vital. Leaders would take precedence in motivating and directing all the stakeholders towards the desired change. Building a strong team that would ensure marketing and sales of the live sea creatures is inevitable at this stage.

Thirdly, creating a vision for change in Sea Treasures. This concept will incorporate how the organization will be when the transition is fully completed. This statement creates a mental picture of the company with increased client base, higher income and positive growth of employees. Further, there will also be workable strategies to realize the vision of marketing plans and packaging to attract a particular market.

Fourthly, communicating the vision to people as often as possible will help the management and the employees buy into that idea. As such, as the key change initiators lead by example, the rest are able to follow suit.

Eliminating the barriers will make the change possible. The obstacles can be in the form of systems or human resources. Rewarding the individuals that are making change happen like employees marketing the live creatures to their circles and striving to assist those resisting the change to see the importance.

Creating short term wins involves setting short term goals that act as stepping stones for long ones. Sea Treasure can choose to deliver the turtles to people within the town for six months and use that for evaluating future possibilities. In attaining that goal, the critics will be motivated to work towards the change.

The seventh step is building on the change to make it sustainable. For Sea Treasures, celebrating the first six months success is not enough, there is need to create other milestones that they work towards.

Finally, Kotters suggests that change should be incorporated into the companys culture to make it permanent. In Sea Treasures, over time they can strive to sell all their platforms using the websites and keep increasing the clientele base. Using online platforms can be the only way they market their produce to keep at par with the changes.

The rationale of this model is that its a step by step approach which incorporates the stakeholders in the organization to ensure that the change is permanent. It allows the change agents to see the importance of patience and strategy in changing the company and adopting a new culture without experiencing huge resistance. However, by bringing even the employees on board and proper communication, then Sea Treasures can keep growing.

Using Kotters model, the communication among the management, executive and the employees will be enhanced as they work together to realize the vision of the change. The perceptions of the situation at hand, reducing client base, will be addressed in a strategic way to bring lasting results. Finally, the team spirit will be enhanced, and a new culture will be developed in the organization for the well-being of all people.



Hornstein, H. A. (2015). The integration of project management and organizational change management is now a necessity. International Journal of Project Management, 33(2), 291-298.

Hughes, D. L., Dwivedi, Y. K., Simintiras, A. C., & Rana, N. P. (2016). Change Management. In Success and Failure of IS/IT Projects (pp. 57-65). Springer International Publishing.


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