Chapter 6 Identify Possible Resistance The Change And Plan

Unlock access to all the studying documents.

View Full Document

Lussier, Management Fundamentals, 7e

Answers to Case Questions

Chapter 6: Managing Change, Innovation,

and Entrepreneurship

Richard Branson

1. Is the pressure for Richard Branson to change Virgin’s business strategy coming from the internal or

external environment?

2. In order to better compete with its rivals, should Virgin focus on a change in strategy, structure,

technology, or people?

3. Is Virgin in the denial, resistance, exploration, or commitment stage when it enters new industries?

Exploration when they are scouting new industries.

Is Virgin an innovative company?

4. Is Virgin currently at the unfreezing, moving, or refreezing stage of the Lewin’s model?

It seems like Virgin is so aggressive that it is always moving to a new and larger corporate structure.

5. Which of the following organizational development interventions could Virgin most benefit from?

Training and development, sensitivity training, team building, process consultation, force field analysis,

Lussier, Management Fundamentals, 7e

6. Use the five steps of the comprehensive change model to explain Virgin’s business strategy.

A. Recognize the need for change. Virgin lives by the credo that it always needs to

change and become successful in new industries.

7. Discuss Richard Branson’s management functions in implementing Virgin’s strategy.

Richard Branson does a great job with all four functions—he plans to enter new businesses, he

8. What external environmental factors were most influential in Virgin changing its business strategy?

Branson is very good at appealing to consumers with lower prices (such as Virgin Mobile with no long-

Lussier, Management Fundamentals, 7e

9. What type of grand strategy is Virgin pursuing?