1. What do you think Ingvar Kamprad is trying to accomplish with his speech?

Ingvar Kamprad was trying to change the course that his company was evolving. He did this
through expressing his own feelings and trying to inspire his subordinates to change along
with him. This would be called a diatribe since it is a one way discussion, as most speeches
are. However we don’t actually know if Kamprad is having dialogues and debates in addition
to this type of speeches.

Kamprad also uses anecdotes in quite an effective manner. This is an efficient way for him to
make his subordinates relate to him and believe in the changes that he is suggesting. The
feeling of relating to their employer is very important to create the feeling that their
management understands the position that they are in. By creating this sense of relation
Kamprad might be able to create a sense of trust and pride in the organization. As well as
synchronizing the values of the company.

2. How can the reactions of the employees at AlphaTec be understood? Suggest two
answers to what is going on.
The fact that Alpha Tec employees were upset with the changes might be because of the
psychological uncertainty that this created. By their their psychological safety the employees
became worried of how the organization might evolve. Psychological resistance might also
be explained by the fact that the employees didn’t fully understand why the company needed
to change. Especially since they enjoyed the culture at the company and might have been
worried that it would change drastically in the coming year. The cultural resistance might not
even have been possible to get rid of since the company was built on those ideals.