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ACCA Strategic Professional · Strategic Business Leader · Managing strategic change

Zentra Logistics plans to replace its legacy tracking system. Staff have been told only that 'changes are coming'. Rumours spread and several experienced dispatchers have started to look for other jobs. According to Kotter's eight-step model, which early step has the management team most clearly neglected?

The team has neglected communicating the change vision and creating urgency. Kotter's early steps require a clear, consistent explanation of why change is needed. Vague messages feed rumours and resistance, whereas anchoring, short-term wins and consolidation are later steps that come after the change is understood.

  1. AAnchoring the new approaches in the culture
  2. BCommunicating the change vision and creating urgency through clear, consistent messagesCorrect
  3. CGenerating short-term wins
  4. DConsolidating gains and producing more change

Explanation

Kotter's early steps involve establishing urgency, building a guiding coalition and forming and communicating a vision. Staff hearing only vague statements shows that the vision and urgency have not been communicated. Anchoring, short-term wins and consolidation are later steps and cannot be neglected before the change has even been explained.

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