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Oticon (a) – Case Analysis

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Submitted By jaydeep86
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The RIGHTS about the process of transformation of OTICON

 In 1987 the firm analysed itself and made a judgment to transform itself

for survival.

 Decided to select a person from outside organisation to lead who was

capable of taking risks, well experienced in different fields and proven

track record.

 Transformation from a rigid structure to flexible knowledge based

company.

 Introduction of sense of equality among the employees eliminating the

vertical structure.

 Creation & implementation of the theme – “think the unthinkable”

 Excellent communication regarding transformation and holding a press

conference to float the information in turn turning the employees

themselves in to ambassadors of the theme or vision that was created.

 Initiated the change in employees for the transformation by

“empowering” them by providing the necessary support and training

and giving them the freedom as to what role they need to play in the

transformation.

 Integration was effective in organizing employees from different

functionalities to form a cross functional team exposing them to

different corners of business.

The WRONG about the process of transformation of OTICON

 The employee retrenchment process could have been done in a better

way as it created some amount of fear initially.

 The transformation started in a bad way with retrenchment and later on

the good things were put into picture.

 Initial resistance was developed by provocations that were hidden in the

statements that he had passed in the earlier stages.

 Lack of a rigid structure may lead to uncertainty after the magic leader is

no more in the

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