BUS 5116 Operations Management

AY2022-T2

Discussion Forum Unit 1

Which elements related with James’ Operations Management definition do you identify within the
“Burning Platform” memorandum? “

Operations Management is about the management of the processes that produce or deliver goods and
services.” (James, T. (2011). The elements related to James’ operational Management definition I can
identify with the ‘Burning platform’ memorandum are that CEO, Stephen Elop, used a metaphoric
expression to make radical organizational changes by letting all staff understand the dire straits in which
the company was and for the organization to survive, there was no choice but to make numerous and
drastic operational changes that were inevitable… Like “to join forces with Microsoft and move its
products over from its own – superior – operating system to Windows 8.” (Create a burning platform
2017, March 02). James’ Operations Management also looks at management as responsible for
transforming an organization’s inputs into finished goods and services using processes that are present
in every area of the organization. (James, T. (2011). Elop, when taking over Nokia, was faced with a
challenge that needed drastic reaction from the organization to transform its goods and services for
greater consumer satisfaction or lose more market share. In his words, “Consumer preference for Nokia
declined worldwide. In the UK, our brand preference has slipped to 20 percent, which is 8 percent lower
than last year. That means only 1 out of 5 people in the UK prefer Nokia to other brands. It's also down
in the other markets, which are traditionally our strongholds: Russia, Germany, Indonesia, UAE, and on
and on and on.” (Edwards, J. 2013) Which of the five steps within Hill’s framework for Operations
Strategy formulation do you recognize? What internal and external factors do you observe?

Hill’s framework of Operations Strategy Management deals with “supplying of a structure which
connects together all the objectives of a corporate. This framework provides direction to an organization
and helps them to plan their marketing strategies. Formation of these marketing strategies decides how
far that organization will be able to compete within the existing market. Further operation strategies are
also made which makes that organization capable enough to compete in the market.” ( Hill Framework
for Operations Strategy Formulation Homework Help, 2016, November 04). According to Hill, there are
five stages of organizational strategy vis, defining organizational objectives; figuring out marketing
strategies; understanding how goods and services can bring more income than other competitors;
figuring out the better option to deliver goods and services; and making available all necessary
infrastructure necessary to support operational strategies. One of the first steps of Hill’s Organizational
framework recognized in Elop’s “Burning Platform” is his redefinition of his organization’s objectives. He
noted thus: “…I believe we have lacked accountability and leadership to align and direct the company
through these disruptive times. We had a series of misses. We haven’t been delivering innovation fast
enough. We are not collaborating internally.” (Edwards, J. 2013). Furthermore, Elop’s Nokia organization
tried to figure out a marketing strategy by joining “forces with Microsoft and move its products over
from its own – superior – operating system to Windows 8.” (Create a burning platform 2017, March 02).
Comment on the CEO’s use of violent imagery and language (burning platform, death, war) as a
motivational tool. What are the pros and cons? Do you feel motivated? Can this approach backfire? For
organizations and individuals to implement radical strategic changes, they need to ensure that their
followers see the need for its importance and necessity. Hence, in order to get the desired attention and
awareness, so that you can get your staff to understand how significant and urgent the issue is, it in
some occasions entails sending out a metaphoric message that connotes fear and agony. Elop’s “Burning
Platform” memo is nothing short of that. (Create a burning platform, 2017, March 02) “Orchestrating
pain messages throughout the institution is the first step in developing organizational commitment to
(major) change.” (Create a burning platform, 2017, March 02). Kanter, R. M. (2014, November 04)
argues that “burning platforms are very powerful drivers of strategic change.” They usually occur during
real and imminent crisis; when the choices are limited, but difficult; irreversible choices; and choices
have high risks of failure. In my view, I believe “burning platforms” are motivational but also face the risk
of backfiring. Elop’s argument that “staying the same wouldn’t work. Teaming up with Microsoft wasn’t
a great choice it was a positive choice, and unlike the company’s present predicament, it offered some
hope of success. (Though as we now know it didn’t work. Microsoft closed Nokia. Burning Platforms are
risky.)” (Create a burning platform, 2017, March 02).

References: 1- Create a burning platform. (2017, March 02). Retrieved June 22, 2019, from
https://www.managementcentre.co.uk/create-a-burning-platform/

2- Edwards, J. (2013). All Microsoft Employees Should Read Stephen Elop's 'Burning Platform' Memo
Right Now. Business Insider. Retrieved from: http://www.businessinsider.com/stephen-elops-burning-
platform-memo-2013-9

3- Hill Framework for Operations Strategy Formulation Homework Help. (2016, November 04). Retrieved
June 22, 2019, from 439132 from

4- James, T. (2011). Operations Strategy. Bookboon. 5- Kanter, R. M. (2014, November 04). How Great
Companies Think Differently. Retrieved June 22, 2019, from https://hbr.org/2011/11/howgreat-
companies-think-differently