Week 3 Assignment 1
Strayer University
Managing Organizational Change
HRM560
October 23, 2013

Week 3 Assignment 1 1. Using Kotter’s model, identify the three (3) most significant errors made out of all of the change stories presented and describe the ramifications of those mistakes. a) The first significant effort I’d like to discuss is Kodak’s evolution into the digital technology era. I believe the Kotter’s error that relates to them most is, “failing to create short-term wins”. While Kodak felt as if they were making the correct decision, a big goal, coupled with limited planning is a recipe for disaster. Also, by not implementing a series of short-terms wins the staff and investors were both left to wonder what is considered success. If those benchmarks had been set the concern from both of the aforementioned parties could have been ceased or negated altogether. b) The second significant error was made by McDonalds. I believe the Kotter’s error that applies to their scenario is, “Allowing too much complacency”. As an established and well known brand, it is easy for industry leaders such as McDonalds to get complacent. As times change so does the customer. Today’s society is more cognizant of health risk, and now more than ever it is trendy to diet and exercise. As a leading fast-food chain McDonalds should have been ahead of the trend by ways of their research and development. Their complacency resulted in lawsuits and a identify crises that could have likely been prevented through proper R&D. c) The third error that will now be discussed was made by IBM. The Kotter error they made was, “failing to create a sufficiently powerful guiding coalition”. While no one could have predicted how fast the internet age took off, those in the industry have to intelligently use and leverage the resources they possess. Whether from the