Verizon & Process of Change

                                          Verizon & Process of Change

BUSI 4033- Business Improvement Project

Arfeen Alam & Inderpreet Sidhu

Komal Wadhwa & Shahnaz Javadzadeh

Instructor: Andrea Murphy

July 23rd, 2017

Introduction

Case Overview

Verizon Company has established through several growth processes emerging as one of the most successful telecommunication companies in the world. The company has transitioned for the traditionally cable telephone company to a mobile telephone company providing mobile voice calls and data for internet services. The company during the break off transitional period experienced innovation dilemmas with numerous failures while it was trying to broker a merger between the older systems and the innovation (Kanter &Bird, 2012).

With effective leadership from the CEO, Lowell McAdam, appointed from Aug. 1st 2011, Verizon had developed culture statement to strategic New Credo mission statement. The mission statement was clear, comprehensive and focused to the provision of service to the customer. The statement is focused towards integrity and environmental sustainability (Kanter &Bird, 2012).

McAdam focused on ensuring that Verizon operations and image had clarity in public. It advertised in multiple channels as a marketing tool launching its products and services. The company’s operations scheduled training to 300 executives to build their capacity and equip them with effective skills. Through a survey conducted in more than 20000 employees the company reported above 90% rollout effectiveness. The survey data revealed that 98 % knew the objectives of the company, 96 % felt accountable at their work and 91 % believed in the superior services. In appreciation and motivation for staff the company developed “Credo Awards” for employees (Kanter & Bird, 2012).

The management of Verizon concentrated in the value for its shareholders with the community benefiting from its social responsibility support on environmental programs, schools and other value added services. The innovation strategy worked for the company to emerge as a market leader brokering partnership with internationally accredited company in the telecommunication industry (Kanter & Bird, 2012).

Change Initiatives

Verizon is a company in technology and this demands constant innovation to be able to compete in the market. The change initiatives should have been mainly around technology and innovation for Verizon, but this needed a review in organizational structure, culture and processes. Verizon had to move from landline, analog and narrowband to wireline, wireless, digital and broadband. In 2003 Verizon worked with Qualcomm to make the first mobile system and started with games and ring tones downloads and later on added some user interface and later on added GPS. Launch of Apple iPhone in 2007 changed the competition game for Verizon suddenly during days and Verizon should have come up with new ideas to be able to compete. Cooperation with Google to make Android system a successful project was what Verizon planned on (Kanter & Bird, 2012).