THE KOTTER THEORY OF CHANGE MANAGEMENT
Kotter's 8 step theory model creates sufficient motivation to overwhelm all sources of inertia and dispels fear that can never be achieve unless proper leadership management is institutionalized. Each stage of the theory acknowledge the principle of relating to people's response and approach to change.
The first step of Kotter's Theory involves
Establishing an urge for change. Qantas Management and Alan Joyce will need to negotiate and communicate its strategic direction with its employees. Qantas will need to expand its customer base and market to Asia to improve share price therefore downsizing is the only hope for Qantas to keep up a competitive edge and cut cost. If the alternatives are not implemented, then Qantas consistent decline to market share will lead to future financial bankruptcy.
The second step of Kotter's Theory involves
Form a Guiding Team. Qantas' Alan Joyce and senior management will need to assemble a handpicked specialized team, whether be internally or external outsource, and go down to the operational level and provide support and expert advise and opinions. Through counselling, role modelling and re-skilling, Employee will fill motivated as they are provided with support and boost morale leading to career path deifinition.
The third step of Kotter's Theory involves
Creating a Positive Vision. Qantas should prove to employees that the expansion of subsidiaries to Asian market will lead to capital appreciation which could leade to increase pay rise, increased job security and job entitlement. Qantas' Alan Joyce could also say that opportunities will be provided for employees who are willing to move with the LSO overseas (such as paid rent, financial family assistance, etc.)
The fourth step of Kotter's Theory involves
Communicating the Vision. Qantas' Alan Joyce and senior management team will need to convey the overall strategic vision of the LSO and the goal it wants to achieve in a specific timeframe through different series of communication channel. Long-Haul Pilots can gather every tuesday lunch break fortnightly to discuss the growth or advancement of procedures in implementing the expansion (through SWOT analysis).
The fifth step of Kotter's Theory involves
Empowering the Staff. Qantas's Alan Joyce is considered to be a significant key leader of Qantas as a whole as a consequence will need to develop procedures in empowering staff that will yield to customer focus. Recent engine failures and emergency landing procedures with Qantas illustrated that long-haul pilots in particular display inefficient customer satisfaction. Alan Joyce should delegate tasks and responsibilities to employees as employees will engage challenging work better (according to McGregor Theory Y). He can implement telecommuting, Job Rotation, Job enlargement, or even Multi-skilling from employee to update skills and experience to cabin crew, baggage handlers, and/or cabin crews.
The sixth step of Kotter's Theory involves
Planning and Celebrating Progress. Qantas' Alan Joyce and senior management team should use key performance indicators to measure or evaluate he performance of its employees. An increase of share prices (eg. 2% in 3 weeks) should be acknowledge and recognised through positive feedback, promotions and incentives. Retrenched staffs, on the other hand, should also be recognised through achievements for long-term services held in award ceremonies. (eg. most reliable cabin crew, most diligent baggage handler, most friendlies pilot, etc)
The seventh step of Kotter's Theory involves
Cementing the change and keeping up with momentum. Qantas' Alan Joyce should ensure that the old system are disregarded and new system is acknowledged, New routes should be advertise and old ones should be deleted from the operational system. Retrenched senior management should be filled in by someone else (more flatter structure).
The eight step of Kotter's Theory involves
Institutionalising the organisation behaviour. The expansion of Qantas should be reflected in the corporate culture (whether be official or real). It should also be engrave in the mission statement and induction process of Qantas. Qantas will further expand to Asia Market for professional growth that will introduce new safe routes and more sustainable ways on preserving the environment.
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