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Question
What alternative models of the innovation process might Marks & Spencer have used?
The message was communicated to customers. Food halls were now decked out in matte steel refrigerators and shiny black tile floors
to create an environment in which people felt good about the premium they were being asked to pay for the quality of products. The
message was also reinforced through the use of 60s fashion icon Twiggy as a "face" of women's clothing at Marks & Spencer.
Fourth, Rose drove the change down into the "DNA" of the organisation not only by putting everyone through training on the basics,
but sat in on operational day to day meetings to the "level of micromanagement" to focus the conversation in detail on the key points.
Incentive structures were realigned to reward service performance instead of seniority, redefining the career progression path. The
entire 56,000 strong workforce was put through motivational training sessions focused around teamwork and customer service.
The above actions are examples of the first five steps of change in Kotter's Leading Change model of Change Management.
However, Rose's management can also be seen as an effective example of Bridges Managing Transitions approach to Change
Management.
For example, Rose encountered an environment where "people within M&S were already lobbying for different plans, different
strategies." However, because "the Christmas season is the key to the entire retail year and how industry analysts gauge a company's
health". there were clear timelines to achieve results. There was no time to try one direction and perhaps change to a different course
if that didn't work. Rose committed to the direction he had selected, and "there was no Plan B." Like Caesar crossing the Rubicon, or
burning his boats when he reached Britain, Rose picked his direction - and there was no turning back. There was a clear,
unequivocal, simple message. That is, Rose committed to letting go of alternative ideas and the status quo, and committed the
organisation to the new path.
In both the Kotter and Bridges models of change, it is important to generate initial wins and to celebrate those successes. Rose
recounted a story of a manager who responded to an observation regarding an opportunity by rapidly delivering a new product - and
"he got a bottle of champagne." These stories played an important role in maintaining the momentum for change. Rose went on to
say: "I used his story to just what could be achieved. I still talk about him. Fortunately, many employees follow his example."
One of the key steps in the Kotter model is to celebrate the successes and consolidate the gains - but don't stop there. Rose
exemplifies this attitude. Rose comments:
I finally used the "r" word - recovery . . . we are now at a better place, and we're making good profits. There's more work to be done
though, just to carry out what I said I'd do three years ago, let alone take the business to the next stage . . . We still have a long way to
go.
And perhaps that is the spirit of change management. Celebrate the wins. But don't stop there. Keep moving towards new targets,
new goals and new improvements. And institutionalise the changes into the culture.
Otherwise, as Kotter points out, there is always the risk of falling back into the old ways.
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