We accept

Managing Change A Case Study of Corus Remove Products UK

Using ideal and significant models, ideas and ideas, this survey examines how the company Corus put in place an ongoing change initiative at its sub-division (Corus Strip Products UK) in a a reaction to the obvious risk of increased competition from 'new entrants' in the metal industry. By considering the research study, this task uses the 'Gradualist Paradigm' of change to discuss how barriers to change at CSP UK were get over and how the measurement of final results of change affected organisational transformation. This can be employed to confirm and critique any suggestion designed to its executive associated with the sustainability of the business enterprise.


Corus Strip Products UK (CSP UK) is a leading producer of strip steel valuable in a variety of manufacturing and development sectors. It seeks to be a "leader in metallic industry, by providing better products, higher quality services, and less expensive for the money than its rivals". It requires continuous development of whole working environment and culture to be able to meet its ambition for development. In 2010 2010, it released a research study (The Times 100 Business Case Study: Corus) that explains how barriers to improve were overcome in its sub-division.

CSP UK initiated 'the Voyage' program in 2005. The company sought to deal with an intensive variety of issues but was specific in its tasks and platform which centred on the beliefs and values of its people. Fundamentally, this needed a blended work from stakeholders (employees, contractors, suppliers and other affiliates) uniting on a couple of guiding rules (8) that will determine the main of the business namely - integrity, professionalism, integrity, admiration, improvement, excellence, fairness and transparency.

The objective of the assignment is to create the concepts of the techniques of change and learning of key stakeholders in the event study, using appropriate and relevant models. The results will be used to justify and critique suggestions to the management for future initiatives to sustain development at Corus.


Drivers (reasons) for change

Due to the active and disordered mother nature of steel market segments, change was inevitable at CSP UK in other to preserve its competitive advantages. Inefficiencies within the business enterprise at CSP UK led to delays and wastage in development. Exports of products from the united kingdom were more costly in comparison to other countries, reducing its competitive advantage. CSP UK got dedicated labor force but there was too little inspiration by work situations and symptoms of illness and basic safety culture.

External motorists for change centred upon increase competition from 'new entrants' in the steel industry especially from Eastern European countries and Far East. This had a negative effect on demand leading to higher cost of its products, lowering its appeal to prospects. Also improvements in technology resulted in customers wanting better products, leading Corus to concentrate on creativity. CSP UK possessed a poor general population view regarding environmental issues and this contributed to changes within the organization informing its business strategy, regulations and procedures of the future.

Types of change

In order to understand change processes at CSP UK as time passes, it is vital to check out how the organisation grasped the change cycle (Tushman, 1970) and how environmental factors influenced its strategic eyesight. Since the 1970s, there's been a gradual decrease of old products with the introduction of services needed to increase future potential clients. The Journey program proved both 'incremental' and 'transformational' changes over its period of implementation. It built on high expertise of its 'stakeholders' and centered on how to improve work systems flexible to the requirements of new markets. Its platform for 'ethnic transformation' was at an organisational level, focusing on growing 'new and dynamic' set of values that differs from the earlier days (Burnes 2009, in Hayes).

Previous drives for change from the Corus case report, showed indicators of 'programmatic or designed change' occurring. Taking a look at Total Quality Management (TQMs) effort as well as preceding programs, there was a concentrate on work reprogramming including rationalizing of costs resulting in a downsized labour force (~ 13% of total costs). However, CSP UK can be an organisation of highly skilled and dedicated people and then for future wealth, there should be a greater focus on how systemic (e. g. job augmentation, people empowerment and team development) and company development (including training, education and indoctrination of social values) can result growth and improvement of business.

Barriers to Change

The 1970s were characterised by job reductions, redundancies, and a shortage of apprenticeships leading to doubt in workforce regarding new initiatives (refraining forces). Furthermore, certain customers of personnel at CSP UK gradually became unconcerned to business initiatives as they and the business had survived early testing times. Worries of the unfamiliar led to stress and anxiety about existing teams and positions; hence the management at CSP UK sought to clarify the collective interest of all.

Corus is an established firm in a conventional industry exhibiting rigidity in certain aspects of its business. It possessed difficulty in changing certain business tactics to take advantage of advances in technology. This is harming to its development potential client and weakens its drive for innovation that adds value to its products and services. Also, the employees at CSP UK exhibited signals of ageing, which shown a 'gradual pace to change'. The rate of change needs to be right, not too poor however, not too fast as this may lead to a mis-alignment with the surroundings (Johnson & Scholes 1991 in Hayes 2007). Copy of skills among personnel was limited and influenced the power of the firm to draw in the brightest, youngest individuals available, important for future development.

Company insurance policy of worthwhile 'long service' somewhat than 'distinguished service' reinforced the business's insufficient dynamism, and its own need to change business models to reward productivity and not longevity. CSP UK must give attention to bonuses that recognise ideal professional behaviours both natural and attained.

Methods of Overcoming Barriers

CSP UK recognized the value of affecting all stakeholders and effectively connecting the process of change. It described its present performance standard ('As Is') and future goals ('To Be'), stressing the importance of handling transitional intervals and sustaining and revising its prospect. 'High impact techniques' were used to demonstrate the point out of the business enterprise highlighting where improvements could be made. In one example, 150 senior professionals were invited to Millennium Stadium Cardiff only to be found with shoddy service like portions of wintry tea and the use of a cracked slide projector. In addition, videos of poor criteria were shown to managers, as well as the consultations with local college children which highlighted poor public thoughts and opinions regarding the eyesight and tactics of the business enterprise (e. g. environmental issues). Alarmingly, there was no dissent from the invitees, demonstrating a notable difference between industry criteria and objectives of employees, representing an enormous hurdle to reforming the company.

To take on this, stakeholders at Corus had to be made alert to their 'right to concern'. Individual possession of change was fit into the work setting up and personal responsibility for change was motivated. To this day, over 5000 employees have registered to the beliefs and guidelines of the organization.

Approaches to Managing and Leading the Change Process - The Gradualist Paradigm

The gradualist paradigm of change claims that, "basic change occurs through a process of continuous adjustment as change is emergent, i. e. , there is absolutely no deliberate organisation for change (Weick & Quinn, 1999)". Therefore, for successful implementation of change, management and communication of change is essential. Leaders at CSP UK focused on its future potential clients, its eyesight for change and how its culture personality can build emotional links within its workforce; while its management team centered on the present and set out a merged (cost-effective & organisational development) technique for company transformation (Beer 2001 in Hayes 2009, chapter 14).

Nahavandi, 2000 (in Burnes) & Kotter, 1990 (in Hayes) pressured the importance of 'change managers' developing ideal capacity and logistic to execute change. Professionals at CSP UK set out clear goals (top-down directives), proven steps to be taken and allocated resources as needed, with the purpose of improving economical value of its products. Credit must be given to its managerial style which confirmed versatility between transformational (innovative and adaptive culture) and transactional models - recognising and worthwhile success. A note must be made of the inter-changing jobs of market leaders and professionals at CSP UK which were not mutually exclusive, but where sometimes mixed in times of change for increased efficiency (Bolden, 2004 in Hayes).

Organisational development strategies at CSP UK centered on enhancing the abilities of its 'stakeholders' by concerning and encouraging individuals in their jobs. It offered its organisational eyesight clearly and centered on creating an enabling environment that enhances productivity. It marketed a 'culture of engagement' and 'shared purpose', focusing on the average person as champions of change. To achieve this, it used a variety of communication programs including written and verbal relationships such as updates, workshops, intranet communications, heart-to-heart discussions, etc.

The management team at CSP UK expected certain hindrances like the lack of trust in managers and resistance to improve (restraining makes) and was well equipped to meet these issues. Change alone can be considered a violent process, especially in terms of restructuring, recruitment and redundancy, so mediating and positively listening to the fears and dreams of its stakeholders is vital. Beer (2001, in Hayes) strains the importance of upward communication and underlines the need for information distribution and individuals "buying-into" the necessity for reform. At this time, there is certainly collective support from individuals, clubs and departments to improve its culture. In effect, 'the Journey' sought out to manage a psychological contract based on center values that form outcomes relating to job result.

Measuring the final results of Change

'The Quest' program added hugely to the viability of business at Corus Strip Product, UK. Its production volume level has increased by 4. 5% to a run-rate of 5 million tonnes. Absenteeism reaches an all time low and there has also been a noticable difference of goods and service to its customers. You will find stricter targets for Health insurance and Safety; with safeness teams tasked with preserving an accident-free environment. These have all added to the establishment of any robust business especially in the backdrop of harsh financial realities in 2008 and 2009. Important business forecast for 2009/2010 predicts cost reduced amount of approximately 250 million.

In order for a powerful transitional period at CSP UK, it developed integrated reviews mechanisms that made the review process easy, and its adaptability to meet new deadlines. Midway indications were set to assimilate the workforce into achieving stated objectives. There's also been a massive quantity of "quick wins", which has contributed to a larger yield and continues to improve the cost-effectiveness of the business.


This article has raised the issue of any organisational-wide business process re-engineering (BPR) at Corus as reinforced by gains confirmed at its sub-division (CSP UK) from put in place reforms. The vegetable is on concentrate on to achieve a 20% reduction in cost of production of material. Using CSP UK as a model, organisational buildings can be redesigned world-wide that tend to be versatile and less hierarchical to accomplish faster and more adaptable reactions to changing markets. For sustainable growth, Antonacopoulou & Gabriel (2001); Argyris (1991) argued for the necessity for new understanding how to occur through the 'change process' to allow for a continuous transformation of Corus from an 'organisation learning' (OL) to being a 'learning organisation' (LO).

To be before competitors in the sector, Corus must continually spend money on new systems especially apprenticeships to renew its workforce and to generate a forward-thinking environment. Strebel's routine of competitive behaviour (in Hayes 2007) illustrates the importance of Corus getting the adequate structures it uses to predict technological, politics (e. g. new regulations) and economical changes in the metallic industry. In the 1970s competition was fierce with rivals reacting to include value to their products to keep market relevance. This resulted in an oversupply of products (breaking point) with inadequate demand and a consequent downturn leading to job losses.

CSP UK acted rightly to formulate efficiency strategies leading to Total Volume Management initiative (TQMs) to improve competitiveness and production. Total labour cost is low (~13% of total cost) in contrast to energy and recycleables, e. g. assemblage lines cost at 40-50% of total cost, indicating excesses to expenditure here. Therefore, there can be an opportunity to completely review work efficiency (especially energy and recycleables) and reassign sufficient resources to improve innovation, personnel management - training, development, distributed principles and time and apprenticeship (copy of learning). This comprehensive method of organisational development is reflected in the thinking of the management. "we can not solve our problems by spending; we can not solve our problems by cutting back. The only path to meet our problems is to change how we go about things. " (quote from Handling Director of CSP UK).

The poor understanding amongst everyone on how CSP UK grips environmental issues has to be addressed immediately. Records show that carbon dioxide emissions have fallen by 10% and its own standards now surpasses government criteria for carbon emissions. A pr initiative by using a variety of programs (including internet, monthly bill boards, tv set and radio, telephone messaging, etc) is needed to show the significant improvement in the business's impact on the community. There is certainly some evidence of failure in past programs even though the firm supported the concept of modernization. Due to the 'punctuated aspect of change', procedures have to both be incremental and transformational in aspect to be effective.

The Quest program gave a picture of the need for coordinated organisational changes within its framework, learning and culture (Burnes, B. 2009). Evidence of this is found in the way it worked well in collaboration to re-define its eight (8) key value that now steers everything CSP UK does and what its culture stands for. Corus Remove Products UK achieved this by receiving the support of all employees as champions of change and recognized a culture of frank engagement, preventing the 'us and them mentality'. This in turn challenged barriers of change and provided a workable strategy that built a lasting business for future decades. This culture must constantly be revived, analyzed and guarded carefully for future development and development at Corus.


Due to the case-based evaluation of this report, there are limits to the assumptions that can be made. However, it was visible that there is the necessity for organisational change to keep sustainability at Corus Strip Products UK. The Voyage - helped CSP UK 'weather the storm' despite the economical downturn, with the business now profiting from the gains of this program. This has allowed the business to construct a 'possible business model' that targets organisational change and establishes its development and success margins; to maintain its ability to draw in investment and capital from government authorities, big businesses, and individuals.

More than 7 000 students trust us to do their work
90% of customers place more than 5 orders with us
Special price $5 /page
Check the price
for your assignment