(Mindtools, 2014). This stage is essential to ensuring that the organization doesn’t revert to their old way of conducting business. Some other well-known best practices toward organizational change are to “find and support advocates”. When planning for change, you must also plan for resistance. Amazon’s decision to shift from a company that sold only books to a distributor of DVDs and music just three years after its inception most certainly was not meant without any resistance. It was extremely important for the senior managers of Amazon to recognize their early internal and external supporters of this change initiative. Amazon was creative in finding a way to solicit their consumers for feedback on this change. The company developed a considerably large information technology infrastructure and innovations in computer programming to meet these demands. Amazon spear-headed the consumer data collection movement that personalized the shopping experience. They kept track of what consumers visited and made suggestions on items that they may be interested in. Organizational Model In 2018 Amazon provides its goods to more than 100 countries in both urban and rural communities. Their customer's age demographics are aged 18 and older for both male and females. According to Iotechnologies.com (2018), they are most popular amongst entrepreneurs and students. Amazon is an online retailer, who delivers their organic products and the products of their third-party partners direct to the consumer. They currently rely on FedEx and the United States Postal Service for delivery, but if their experimentation with drones is any indication on future channels, they may be looking to cut out the external delivery service usage.
Organizational Change at Amazon 9 Although Amazon is not currently partnered with any other company, its acquisition of other companies may serve as an explanation as to why they remain so comfortable with making sweeping changes to their design, and how they have expanded in such a short period of time. Their purchases of Whole Foods, Zappos, Kiva Systems, Elemental Technologies, Lovefilm, Souq.com, Audible, Annapurna labs, and Twitch to name a few possibly helped to make this company what it is today (Desjardins, 2017). On the largest acquisition, Amazon has made Whole Foods Desjardins stated that it was “Amazon's boldest move yet, buying Whole Foods signals Amazon's goal of becoming a transcendent brand that touches every aspect of daily life. Most people need to buy groceries every week - and that gives Amazon a new and more frequent window to interact with customers” (Desjardins, 2017). Summary In summary, Amazon’s successes may be due in large part to a propensity to change. The company has a mission statement which places its consumer at the forefront of all operations, and core values that are indicative of a culture that embraces change. The OCM process is thriving at Amazon as evidence through their mergers, acquisitions, implementation of new technology and processes.
Organizational Change at Amazon 10
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- Spring '17
- Jeff Bezos, Amazon.