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APA
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Management
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English (U.S.)
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Topic:

Creating a Sense of Urgency and Building a Guiding Coalition for Alaska Airlines

Essay Instructions:

In the final project, you will be developing a change plan for the "Alaska Airlines: Navigating Change" case study. In The Heart of Change Field Guide: Tools and Tactics for Leading Change in Your Organization, Cohen explains what is required from the leader and other parts of the organization to incorporate Kotter's steps successfully as a change intervention.
Review the case study "Alaska Airlines: Navigating Change" and then complete the following: (a) State what actually occurred in the case regarding Kotter's first two steps of establishing a sense of urgency and creating the guiding team in a change effort and (b) address each of the critical elements for Section II parts A and B in your change effort analysis. Make sure to include your recommendations for implementing Kotter's steps 1 and 2.
A. Create Urgency
Describe a plan to create urgency within the organization and convince stakeholders that this change needs to take place.
What processes currently exist for implementing change? How will these processes need to be updated for the proposed change?
Describe the strategy you will use to get support from your employees. How will this strategy be effective?
B. Build a Guiding Coalition
Identify who should be involved in this guiding coalition. Provide rationale for each choice. Kotter likes 50% leaders and 50% managers with experience, while others prefer the composition to be 33% leaders, 33% managers, and 33% informal leaders, but you can assemble the guiding coalition as you see fit.
Determine steps you can take to ensure commitment from those involved. Describe those steps.

Essay Sample Content Preview:

Alaska Airlines: Navigating Change
Student’s Name
Institution
Course
Date
Alaska Airlines: Navigating Change
Kotter's Steps: Creating a Sense of Urgency
Change in an organizational setting is inevitable. Rapid change implementation is never a working strategy. As a matter of fact, it can exacerbate the problem being addressed. Kotter’s change model demonstrates the need to have a sense of urgency to initiate change (Galli, 2018). A sense of urgency is useful in ensuring that all the stakeholders to be affected by the change are on board in the change process. In the case of Alaska Airlines, there had been numerous claims that paint a picture of inefficiency within the company including the mishandling of luggage, flight delays, and the plunging of the company’s main hub in Seattle (Avolio et al., 2017). Sharing the damning statistics on the aspects that were damaging to the company's reputation, coupled with the evidence-based economic impact it had on the company would be a perfect way to create a sense of urgency to implement change within Alaska Airlines.
Aware of the bad trend within the company, the company executives had established the Mad Dog Task Force aimed at fixing the operation problems in its main hub in Seattle. Although the change strategy worked to some extent in fixing the mess at the company’s main hub, there were notable setbacks attributed to the change strategy. The Mad Dog Task Force was only useful in addressing the operations problem facing the company in the Alaska hub but the employees' organization was still a mess (Avolio et al., 2017). To improve the effectiveness of the Mad Dog Task Force strategy, Alaska Airlines needed a whole rounded approach that takes into consideration the attitude of the employees regarding the change process.
Employees are important players in driving chan...
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