The Change Analysis – Images of Change

Images of Change

There are six images of change that act as a framework within which managerial roles are practiced. The three that were considered to evaluate the impacts of changes at Wal-Mart and Proctor & Gamble were a coach, interpreter, and caretaker. The coach image deals with the intention to improve on the skills of employees so as to increase productivity and enhance customer service (Dievernich, Tokarski, and Gong, 2014). It was evident at Wal-Mart when the change managers decided to introduce skill enhancement program for their employees. It yielded the right results since customers reported more satisfaction due to reduced waiting time at the stores. However, the attitudes of the employees remained unchanged due to internal conflicts, and customer experience remained wanting. Additionally, the scope of marketing managers was narrowed to allow specialization in and boost efficiency. This has helped the company to make consistent sales despite lower-priced items entering the market (Ziobro and Serena, 2015).

The other image selected was an interpreter. This is where the change managers have to create meaning for various changes that the organization has to undergo. This image was successfully used at Proctor and Gamble after the managers initiated the culture of publishing financial and production estimates besides the end of year results. Notably, this did not yield the right results since various brands under the organization have been registering losses, and the organization is considering scrapping them off (Serena, 2014). Apparently, this was unanticipated. Moreover, Wal-Mart adopted this image in promoting staff based on their performance. The managers at the company believed that this was appropriate to boost the morale of workers, but there was some degree of uncertainty. The performance of line managers was certainly boosted, and the company made more sales despite rising competition. Subordinates also work hard in pursuit of promotion.

The third image is a caretaker. This is where the change managers are faced by many internal and external forces and the outcome of the implemented changes are usually unintended (Cameron and Quinn, 2011). This image was used at Proctor & Gamble when many of the international managers were replaced. Additionally, the procurement procedures were streamlined since the consistency manufacturers and suppliers were becoming uncertain. The causes were due to changes in the global oil prices and increased competition that were beyond the regulation of the managers. The political landscape of the various nations where the company operates led to the massive appointment of new international presidents.




Dievernich, F. E.P., Tokarski, K. O., and Gong, J. (2014). Change Management and the Human Factor: Advances, Challenges, and Contradictions in Organizational Development. Berlin: Springer

Cameron, K. S. and Quinn, R. E. (2011). Diagnosing and Changing Organizational Culture: Based on the Competing Values Framework. New Jersey: John Wiley & Sons

Serena, N. G. (2014). P&G to Shed More Than Half Its Brands. Retrieved from

Ziobro, P., and Serena, N. G. (2015). Wal-Mart Ratchets Up Pressure on Suppliers to Cut Prices. Retrieved from

find the cost of your paper