Charlotte Beers came into a vulnerable position at an extremely vulnerable time for O&M. With strong competitions in the market O&M’s core clients were being taken away. Therefore, Charlotte Beers had created a vision to build the brand image of O&M before they lost all of their profit and clients. The new vision set the tone of the fore coming years to gather as much information as possible and to change their ways to pursue Brand Stewardship (Ibarra & Sackley, 2011, p. 18). She had a lot of pressure on her shoulders from the owners of the company to turn the business around, with such a small amount of time to do so. Beers realized that her cultural change effort “was still fragile” and her new strategy was not clear to top executives. Charlotte had an excellent idea with brand stewardship; however communicating her idea was where she faced challenges.
Part 1 In her first attempt to communicate a strategic change, Beers shared a video message to the whole company with her dreams of her new vision. Charlotte had an internal and an external vision. Her internal vision was focused on change management, and restructuring, while her external vision was her new idea of brand stewardship (Ibarra & Sackley, 2011). She noted in her video, that she was not going to be using the past leadership for the future of her company. Beers was successful with the initial video in motivating and enlightening the company, …show more content…
Leading a company alone through change is nearly impossible, and although she created this group to help her spread change awareness, she did not follow through and effectively communicate to her change team, her approach to cultivate the O&M culture. Beers had a plan which entailed focusing on the clients, and the change group would focus on management (Ibarra & Sackley, 2011), however this leaves a gap as there was poor communication to all other
Part 1 In her first attempt to communicate a strategic change, Beers shared a video message to the whole company with her dreams of her new vision. Charlotte had an internal and an external vision. Her internal vision was focused on change management, and restructuring, while her external vision was her new idea of brand stewardship (Ibarra & Sackley, 2011). She noted in her video, that she was not going to be using the past leadership for the future of her company. Beers was successful with the initial video in motivating and enlightening the company, …show more content…
Leading a company alone through change is nearly impossible, and although she created this group to help her spread change awareness, she did not follow through and effectively communicate to her change team, her approach to cultivate the O&M culture. Beers had a plan which entailed focusing on the clients, and the change group would focus on management (Ibarra & Sackley, 2011), however this leaves a gap as there was poor communication to all other