Strategic Management

Introduction

- Change

Evolved as a scholarly research, change has been a focus of interest for many business experts and gurus. It is, by definition, a planned process towards transitioning organisations, individuals and teams from one state to another (Cameron 2009). Nothing is absolutely invariable. Even organizations are subject and bound to change for competition and survival reasons. Not to mention, organizations that do not react to change, struggle big time and therefore diminish quickly. Those organizations must be aware that change is unavoidable and underway.

Change management may include creative marketing to enable communication between individuals in an organization, also to enhance deep social understanding about leadership's styles and group dynamics (Carnall 2007). For instance, as a visible track on transformation projects, organizational change in Sony Company clearly aligned expectations, communicated the company objectives in the market and integrated teams and managers at the structural level. Successful change is more likely to occur if the benefits are clearly communicated. Effective communication informs various stakeholders of the reasons for the change.

The aim of this paper is to understand the nature of change in the organisations, more specifically in Sony. Also, it aims at describing the interactions between the environment, technology and human resources in order to change excellence and high performance in the market place.

It is divided into four sections. The first section brings into discussion different types of change that have occurred in Sony. The second section aims at analysing the driving forces that create the need for change in Sony. The third section is devoted to evaluate how managers should implement the changes. Finally, in the last section we will evaluate the sources of resistance that basically occur in Sony and propose methods and techniques on how to deal with them.

1- Evaluate the different types of change that have occurred in Sony.

Sony has gone through significant organisational change. The effects of globalization and the market pressure have obligated the company to experience dramatic change and compelled the company to change its overall strategy for success. Sony has gone through different types of change. Appointed as the head of Sony in 2005, Howard Stringer turned down the organization performance in the company and upgraded its level of integration in the electronics industry. With his determination, Stringer took Sony through various types of change as explained below:

A- Organisational structure:

Sony previous structure of the units was basically having its own autonomy. It had its own planning, sales functions, finance