1

LSE (London
School of
Economics)

University of Birmingham University of

Durham University
Southampton University Reading

Doctorate in Business Administration

(DBA)
DBA LEADING INNOVATION CHANGE:
Part1: Company Report (Uber)

Part2: The Evidence Review

Part3: Reflection for employability enhancement & leadership

For Assignment writing or Dissertation Help, Please Contact:

Dr. Sajid Saeed

+447762198474 (WhatsApp/Viber/imo)
Email: todrsaeed@gmail.com
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PART 1: COMPANY REPORT

Contents
I. Executive summary ............................................................................................ 4

II. The company ...................................................................................................... 5

III. Research purposes and process ........................................................................ 6

IV. Situational Analysis on Uber ............................................................................ 6

1. SWOT analysis ............................................................................................... 6

2. McKinsey 7S model ........................................................................................ 8

3. Risk assessment ............................................................................................ 11

4. Lewin Change Management Model ............................................................ 12

5. Summary ....................................................................................................... 14

V. Conducting changes ......................................................................................... 15

1. Pentathlon framework ..................................................................................... 14

2. VRIO Analysis.................................................................................................. 16

3. Kotter’s eight step change model application ............................................... 16

4. Evaluating impacts upon current business .................................................... 17

VI. Conclusions ....................................................................................................... 18

Bibliography…………………………………………………………………………35

APPENDIX………………………………………………………………………….38

Table of Figures

Figure 1: Uber McKinsey 7S Model .............................................................................. 8

Figure 2: Uber Lewin Change Mnagement Model ...................................................... 12
Figure 3: Pentathlon model for Uber ........................................................................... 15
Figure 4: VRIO Framework for Analyzing Uber ......................................................... 16
Figure 5: Kotter’s 8 Step Model for Uber .................................................................... 17
Figure 6: Framework of change analysis ..................................................................... 21
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Figure 7: SWOT analysis (Kotler, Philip and Gary Armstrong, 2015) ....................... 23
Figure 8: Kotter’s 8 Step Model................................................................................... 25
Figure 9: Lewin Change Mnagement Model ............................................................... 25
Figure 10: McKinsey’s 7S framework ......................................................................... 27
Figure 11: Pentathlon framework ................................................................................ 29
Figure 12: VRIO Analysis ........................................... Error! Bookmark not defined.
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I. Executive Summary

Uber is one of the significant taxi cab, food delivery as well as transportation network
company established in 2009 and headquartered in San Francisco, California, United State.
Moreover it provides on demand transportation services to clients. Uber is currently operated in
633 cities across the world. The customer segment of Uber is vast. It provides their customers
with a wide range of choices ranging from Uber taxis to Uber Black, Uber X to Uber SUV. It
offers special services for kids as well as senior citizens. The aim of present study is to analyze
the innovative changes and marketing strategies of Uber Organization. The study includes
situational analysis of organization which explains the organization strengths, weakness and
opportunities for future business extension. The situational analysis determines some models
which includes SWOT analysis, Mckinsey 7S model, Risk Assessment model and Lewin’s
change management model. The situational analysis of Uber shows the organizational change
models which are used in present study.

There are six models utilized in present study which explained change occurrence in selected
uber organization. The models illustrate the strategy, structure and systems as hard elements
whereas shared values, skills, style and staff as soft elements. The Lewin’s change management
model has been implemented in Uber Company as they are coping up the environmental
changes. The new change in technology is always deployed by the Uber. In order to become a
top company domestically and internationally, Uber needs to make compulsory changes and
udate their technology for to compete in this competitive rivalry industry. By providing training
and effective communication within organization will lead toward efficient future customer
retention. Investment in business (like providing new services extension, increasing valuation of
brand, attracting more investment, new technological innovation) and targeting new segment
“Sub-Urban” area will be helpful for Uber to increase their profit. This will be huge investment
and many risks involved in it. Organization will need more trained and qualified staff to handle
all backup strategies. Some risk and uncertain event can take place by applying new change but
this investment will be more profitable in long term. By applying change customers can get more
convenient services from uber and they can travel any area and can enjoy the children school van
facilities and old patients emergency hospital visit services etc. thus, Uber can attract more
customer and retain existing one. Company can increase its share in market and become more
profitable.
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II. The Company

UBER Corporate Overview

Uber is among the top transportation service companies that bring revolution in industry
of taxi round the globe. Uber is one of the significant taxi cab, food delivery as well as
transportation network company established in 2009 and headquartered in San Francisco,
California, United State. Moreover it provides on demand transportation services to clients. Uber
is currently operated in 633 cities across the world. The Uber website and mobile app is the
major platform through which the company is accessed for services. Uber facilitates the people
to call a cab by simply tapping their smart phones that reach the customer at lowest possible time
at their desired location across the world. The customer segment of Uber is vast. It provides their
customers with a wide range of choices ranging from Uber taxis to Uber Black, Uber X to Uber
SUV. It offers special services for kids as well as senior citizens. Hence the disruptive
technology along with explosive growth emerges Uber as one of most fascinating and highly
valued company across the globe (Craft, 2018).

UBER Company Profile

Uber Technologies Inc is one of the significant ride-haling company among few
technology based transportation services companies that has a net value of more than $70 billion.
The net equity funding received by Uber is approximately $22.2 billion and hence it expands its
services in more than 633 cities across the world. Below is a comprehensive profile of Uber:

Table 1: Uber Company Profile

Founders Travis Kalanick and Garrett Camp.

Headquarter of Company San Francisco, California, United States.

Equity Funding Received $22.2 Billion

Net Valuation of Company as of December Over $70 Billion

2017

Total Users Over 50 Million.

Total Registered Drivers as of December 7 Million (Est.)

2017
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Average number of daily Trips of Uber 1 Million

(Source: Jungleworks 2018)

III. Research Purpose and Processes

The purpose of present study is to analyze the innovative changes and marketing
strategies of Uber Organization. The study includes situational analysis of organization which
explains the organization strengths, weakness and opportunities for future business extension.
The situational analysis determines some models which includes SWOT analysis, Mckinsey 7S
model, Risk Assessment model and Lewin’s change management model. Different models
explained the organization current situation their strategies regarding biggest change in Uber and
also analyze the risk management techniques for organization.

The study examines the different models application in selected organization and
suggests some essential changes and modifications. Present Research analyzes the productivity,
market position and performance of organization on the basis of evidence and end up with some
important recommendation.

IV. Situational Analysis on UBER

1. SWOT Analysis

SWOT analysis technique is useful to understand the organization weaknesses and

strength and it also identify the organization open opportunities and threats they are facing.
Weaknesses and Strengths are the internal analysis of organization while threats and
opportunities relates to external analysis. Uber Services SWOT analysis is given below

Strength

 The brand is well recognized domestically and internationally.

 Company is offering verified drivers, high standard services and cars. Customers enjoyed
very high standard services.
 They have ultimate vehicles fleet with no standard regulation implication like regular
taxies.
 Uber did no hire full time employees (Drivers). They have no responsibilities towards
their driving force as they does not hire driver.
 The operational cost of ride is very low. Dispatcher is not need in deal; it all relies on
Driver-Customer interaction.
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 Competition is very low in market. The major competitor of Uber services is Lyft.
 The payment system of Uber is cashless, they can choose and track highly rated
employees (Drivers).
 The rating system is dual which boost customer safety and trust.
 Uber is offering convenient system for drivers which are their major strength. They can
work as a part time employee and have offer of flexible hours. Drivers can reject the
clients who are unwanted.
 Uber prices for their clients are lower as compare to other traditional taxies.
 Due to their high valuation, many people are ready to make a big investment on it.

Weaknesses

 This idea of Uber rides can be easily imitated. Competition can be high due to same
product presentation.
 The relationship between divers and Uber Company is ethically questionable. There is
lack of real connection between both parties so it is expected that Uber and their driver’s
loyalty is quite low.
 Customers and company have no bonding which cause their lower retention with
organization.
 Driver does not earn much but their operating cost of vehicles is very high.
 Business model of Uber is very unpredictable.
 Customer shares their number, personal information and address with diver which
sometime causes their privacy concern for future.

Opportunities

 Due to long waiting time and high prices, customer with traditional cabs is dissatisfied
which is major opportunity for Uber.
 The brand can extend their branches; exploit big and new market in many other countries
like India where there is expensive and inconvenient taxi services.
 Uber can extend their market in different sub-urban areas which are not fully developed
and where taxi services are not available.
 The arrival estimated time can be reduced by raising the Uber divers in number. This
strategy will make them more liked by customer and drivers can get more revenue.
 By appealing more investors, Uber can increase their valuation. As a result, they can have
more money to operate.
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 Uber have a major opportunity of new services offering like transportation service for
children of schools and providing older patients transportation facility for hospital visit.

Threat

 Due to low profit margin, sometimes drivers are not happy which lead towards bad
publicity of brand. This publicity discourages new drivers to join Uber.
 Different countries have different regulations. Due to some new legal regulation in
Germany, they ban Uber for further operations.
 Prices are decreasing due to increase in competition. It will discourage new entrants and
start-ups to join Uber and enter in the market.
 The rate of scandals and frauds can be increase due to new drivers and market entrants.
This can be harmful for reputation of brand.
 Self driving cars (Google Cars) are also threat for Uber in future as it eliminate the Uber
services needs.
 Overinvestment in location can be caused the Overvaluation where there is no similar
type business room.

2. McKinsey 7S model

The Uber McKinsey 7S model demonstrates the alignment of seven elements of business
for increasing business effectiveness. The model illustrates the strategy, structure and systems as
hard elements whereas shared values, skills, style and staff as soft elements. The shared values
are placed at centre of McKinsey 7S model for Uber as it facilitates in guiding employee
behaviour that can influence business performance.

Figure 1: UBER McKinsey 7S Model

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Strategy

The “Cost Leadership” strategy has been mainly adopted by Uber. The cost advantage is
achieved by company on the basis of ride hailing giant whose nature is merely internet based.
Moreover the business model of Uber is significantly relied upon the internet that results in
disruption of industry of traditional taxi globally. Uber being an international transportation

technology organization always focuses on increasing the range of services provided by it

frequently on regular basis for the basis of tackling with changing needs of customers to sustain a
greater customer base. In addition to this, user convenience is significantly emphasized by the
business strategy of Uber to service larger number of customers efficiently and effectively
(Dudovskiy, 2018).

Structure

The organizational structure of Uber is mainly “Hierarchical” in nature. Although the

company has acknowledge the shortcomings of hierarchical structure including the ineffective
communication and intense competition across different departments of the organization that can
influence the future growth of business significantly. However the new CEO of Uber works to
enhance the organizational structure of business by focusing on various layers of management
within company for the purpose of enhancing business operations at marketplace as a part of
their business strategies (Dudovskiy, 2018).
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System

For positive growth and greater market share, a variety of systems at Uber are of
immense importance. These systems include the recruitment and selection systems of employees
at Uber, orientation systems, team development systems, the processing systems of transactions,
the relationship management systems for customers, and the intelligence systems for business
and so on. Among all of them, the “App of Uber” is characterized as one of the most significant
business system for successful operations of company at marketplace. It is ensured by company
that best rides are provided to their customers. For this purpose, the rating system to rate the
drivers by customers was introduced during customer trips. Moreover certain guidelines and
standards are followed by Uber during their hiring processes. Uber cannot accept each and every
car. The type of car along with its year of manufacturing is majorly noticed by Uber in order to
provide quality standards and comfortable rides to their customers for attaining desired
organizational outcomes at marketplace (Dudovskiy, 2018).

Shared Values

The shared values have been characterized as the foundation of any business organization
because the behaviour of employees along with the organizational actions is significantly guided
by these norms and standards within company (Kaplan, 2005). In context of Uber, the significant
implementation of administrative standards by company benefits the drivers of Uber greatly. The
opportunities of associate qualified drivers to customers within specific geographical areas have
created employments significantly at marketplace. The greater concentration of Uber upon its
transportation facilities enable the business to execute its key obligation that includes safe and
secure rides to its customers. After each and every ride, the app offers customer rating facilities
to clients to rate the drivers that ensure maintenance of high quality services by drivers. As a
result, to achieve a 5 star rating the drives focuses on providing excellent customers services.
Hence the morale of drivers has been boasted by rating processes and they put effort to attain
better customer reviews leading the Uber to achieve positive growth levels globally and across
Asia.

Skills

The basic requirements for drivers to effectively tackle with customer requests include
good communication skills, usage of English language and skills of using online mobile phone
apps.
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Staff

According to latest statistics estimation, Uber has more than 16000 employees across the
world whose working is based on mutual trust and respect. An approximate time of 15 seconds is
allowed for each driver to accept the new customer request. The ignoring of customer request by
drivers sometime might lead to their temporarily suspension at Uber. However all employees are
facilitated to utilized their skills and abilities effectively to earn maximum profits (Market
Realist, 2018).

Style

The drivers are notified about the pickup requests from clients through official “Uber
Mobile App”. Moreover the app provides drivers with customer location. An approximate of 15
seconds is provided to drivers to accept the new customer request by taping their smart phones.
The Uber mobile app was designed significantly by keeping in mind the customer safety. Hence
to accept a fare from customer, the physical look of driver at their devices is not required
(Market Realist, 2018).

3. Risk Assessment

Uber has been characterized as one of the significant growing transportation company in
ride haling industry. Since its establishment, it has effectively managed its presence in more than
60 countries across the globe. The focus of Uber to cater the demand rides of its customer’s base
facilitates the company to achieve significant success within few years resulting in positive
market share, customer loyalty along with provision of improved customer services. However
the Uber competitors and new entrants are considering attacking this segment significantly as
business model along with Uber apps are not undisclosed from others. Based on studying Uber,
it can be said no huge capital is required by competitors and new entrants to replicate the
business models and apps of Uber. From past few years, an increase in number of domestic and
international competitors has been observed. Moreover lack of switching costs for customers by
switching from Uber to another technology based riding company also significantly influences
its market share. Certainly Uber is termed as one of the leading force of ride haling industry. Still
Uber is not capable to prevent replication by other technology based transportation companies.
Moreover there is possibility that the competitor firms not only follow the same services as
provided by market leader but also offered them at lowest possible rates as compared to Uber.
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Hence Uber innovative strategies need to be enhanced for gaining competitive advantage at
marketplace.

4. Lewin’s Change Management Model

One of the most popular models of change management is Lewin Model. There are three stages
involved in Lewin Change Management Model. The change management process works
effectively by dividing the large shift into small chunks (Burnes, 2004). There are three stages
involves in Lewin change Management Model Concept which includes:

 Lewin Model Stage 1: Unfreeze

 Lewin Model Stage 2: Make Changes

 Lewin Model Stage 3: Refreeze

Figure 2: Lewin’s Change Management Model for Uber

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Figure 2: Shows the three stages change process of Lewin which start from Unfreeze then
make changes and then refreeze the implemented changes

Present report explains three stages of Lewin Model then implement the model in Uber context.

Stage 1: Process and perception Unfreezing stage

The first stage of unfreezing the process in organization takes place when organization realized
that they need change in the company. This stage analyzes human interaction potential
improvement.

Stage 2: Make Changes

When the unfreezing of process takes place and everyone is prepared, it is time to deploy the
changes in organization. In this stage management provide their team guidance about change
adoption and support the team with new trainings, education and communication.

Stage 3: Refreeze the changes

Once the changes in organization have been measured and deployed according to management
change decision and feedback, company needs to refreeze all process changes. This makes a new
status quo of processes. Organization needs to freeze all changes because re-emergence of old
habits is not good for organization and everything is pointless.

Present study chooses Uber as world class taxi service who work on international level. There is
a huge war seen between Uber and traditional taxies companies/ ride sharing services in many
metropolitan cities. The traditional/ regular taxies companies do not see the innovative changes
came through technology. They don’t want to deploy changes in their activities. They feel their
historic position in industry and they believe that this is guarantee of success that’s why they are
showing resistance for change in industry (Bouquet and Renault, 2014).

The Lewin’s change management model has been implemented in Uber Company as they are
coping up the environmental changes. The new change in technology is always deployed by the
Uber. They unfreeze their process and change and their employees never resist against big
changes in organization. The Chief Executive of Uber “Travis Kalanick” explained that they
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follow different models of change management and the important model is Lewin’s in which
they unfreeze and refreeze the changes. The CEO also stated that the city become well if they
welcome Uber in their country. In taxies industry It is major technological change bring by Uber
company that’s why many cab drivers are protesting against this new technological change and
they feel like competition in industry is unfair (Farrell, 2015).

In Indonesia, the uber face more competition and due to their technological change in industry
drivers protests and trying to get the government to ban Uber services. Taxi Companies Blue
Bird and Express Transindo Utama explained that this change is very big in country and they
need to improve their services with technological change in order to get their customer back. Blu
Bird also tried to create their new application for Android and IOS platform, same like Uber (Al
Azhari, 2016).

V. Conducting changes

The aim of this section to recommend the company to focus on new innovative strategies while
executing its services to cope up with changing trends and competitions at marketplace. This part
focuses on ways in which innovation can be implemented within Uber business services for the
purpose of increasing company performance levels and market share significantly.

1. Pentathlon Framework

Firstly, the pentathlon model has been implemented to examine the innovative processes
and services being utilized by Uber for enhancing business performance as well as sustaining its
greater competitive advantage at ride-hailing industry.

Figure 3: Pentathlon Model for UBER

INNOVATION STRATEGY
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Ideas: Prioritizations: Implementation: Value Preposition for

Custoners:
• Product • Technological • Applying
Minimum Waiting
Development & Platform Kotter's eigth Time
Managemnt • Review, Rating step change
Prices lesser than
• Marketing & & Feedback model Normal Taxi Fares
Customer Systems Cashless Rides
Acquisituon • Mobile Apps for Can see the ETA and
• Hiring Drivers Andriod & IOS Track, the Cab on Map
• Managing • Map API Technological
Drivers Payout Providers Platform and
• Customer Innovative Processes
Support Surge Pricing
Technology and Cost
Models

PEOPLE AND ORGANIZATION

2. VRIO Framework

Secondly, the VRIO analysis has been applied to examine the Uber business resources
and its competitive edge by examining the perspective of value, rareness, imitability and
organization of services being provided by the technology based transportation company.

Figure 4: VRIO Framework for Analyzing UBER

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• Uber resources and capabilities enable the company to minimizes

Value threat and explore opportunities significantly to expand its

business operations and market share.The surge pricing technology
results in positive revenue and growth levels for Uber.

•The patent of Uber on its surge pricing technology facilitate it

Rarity to take advantages of enviornmental oportunities.

•The patents hold by Uber for their technology doesnot protect

Imitability it against the threats of imitation completlely. The services
provided by Uber are highly vulunrable to imitation.

Uber is significantly organized to capitalize on its services and

abilities. However Uber needs to review and evaluate its employee
Organization compensation and relationships with government staff policies to
compete successfully.

3. Kotter’s Eight Step Change Model Application

Kotter’s theory is another change management model which generates a changes in industry.
This theory is different from other models and theoretical base. Its more focus is on people
behind working behind rather on change itself. For to make a urgent changes and maintaining
momentum, kotter’s theory is one of the important model which makes an important assumption
used to adapt the biggest environmental changes (Kotter, 1995).

Figure 5: Kotter’s theory implementation in Uber Services Company:

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Urgency
- Uber Uber idefiy the threads of new
entrants
- Focus on open dialouge Coalition
- Explore opporunities of new technology - Nominate a leader "Travis Kalanick"
Change in Stone
- Uber promote team buliding and more
Integrate change according to existing focus on their hired employees
organizational culture commitments

Strategic Vision
Sustain Acceleration
- Uber determining the values which drive
Uber define their goals which make change in orgnaization
momentum in the organization and
industry - They have vision to focus on
techonological change

Short term Wins Everone on board

- Uber appritiate the small wins
- Identify and provide rewards to small
change agents
Barrier Removal
- Buliding a Unite syatem
- Provide Recognition and Rewards
- Align resources with changed vision
- Uber focus on Projection
- They provide felaxilbe environment
- Invite meetings nad discuss ideas

Figure 5: It explains eight steps involved in Kotters theory and how they works in Uber
context.

4. Evaluating Impacts upon Current Business

Uber current business is working well and applying new technological changes in organization
will have both positive and negative effect. Investment in business (like providing new services
extension, increasing valuation of brand, attracting more investment, new technological
innovation) and targeting new segment “Sub-Urban” area will be helpful for Uber to increase
their profit. This will be huge investment and many risks involved in it. Organization will need
more trained and qualified staff to handle all backup strategies. Some risk and uncertain event
can take place by applying new change but this investment will be more profitable in long term.
By applying change customers can get more convenient services from uber and they can travel
any area and can enjoy the children school van facilities and old patient’s emergency hospital
visit services etc. thus, Uber can attract more customer and retain existing one. Company can
increase its share in market and become more profitable.

VI. Conclusion
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In a nutshell, the models applied in present study shows the overall market analysis and
change management model of Uber. The models used for present study are SWOT analysis,
VIRO analysis, Lewin’s Change management model, Kotter’s model and Mckinsey 7S model. It
is analysed that the innovation and change occurred in organizations have greater impact on
organization in long run. The investment in innovation of Uber will take time but it will make
more money for employees (Drivers) and the organization both. In order to become a top
company domestically and internationally, Uber needs to make compulsory changes and update
their technology for to compete in this competitive rivalry industry. By providing training and
effective communication within organization will lead toward efficient future customer retention.

Uber do not require much investment as all work done by employees are online so their small
investment can also make a huge market share. Uber needs to expand their business and market
share especially in the suburban area where there is more need of transportation service.

PART II: EVIDENCE REVIEW

Table of Contents

I. Framework for analysis...................................................................................... 20

II. Research methodology ....................................................................................... 21

III. Literature review ................................................................................................ 22

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1. SWOT analysis ............................................................................................... 22

2. Kotter’s eight step change model ................................................................... 24

3. Lewin Change Management........................................................................... 25

4. McKinsey’s 7S model .................................................................................... 26

5. Pentathlon framework .................................................................................... 27

6. VRIO Analysis ............................................................................................... 29

7. Business model innovation............................................................................. 30

IV. Further DBA research perspectives……………………………………………..30

I. Framework for Analysis

It is important to implement the suggested model for innovation and change in the
organization. By applying the Models organization can improve its process and Uber service
quality. Through these efforts Uber can achieve better performance in long run. The selected
model which have been chosen by the researcher for analysis for change management are given
below:

Figure 6: Framework of change analysis

SWOT analysis
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McKinsey’s 7S
framework

PENTATHLON LEWIN’S CHANGE

MODEL UBER MANAGEMNET

INNOVATION MODEL
AND CHANGE
MODEL

KOTTER’S EIGHT VRIO

STEP CHANGE ANALYSIS
MODEL

II. Research Methodology

Research methodology can be defined as a framework utilized for the purpose of data
collection and the analysis of that particular collected data. Below is comprehensive
discussion on research methods being utilized in present project examining innovation and
change in context of Uber:

Research Design

Both quantitative and qualitative research approaches have been implemented to examine
Uber effectively. While implementing quantitative methods, primary data collection technique
was adopted in which adapted questionnaire has been used to collect data. While implementing
qualitative methods, interviews was conducted for gathering internal and external data that has
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been analysed on the basis of SWOT analysis, McKinsey 7S model, Genome framework,
Penthalon framework, VRIO analysis and Lewin’s models. The internal and external
environmental factor that can strengthen and harm the organizational effectiveness was accessed
by utilizing the SWOT analysis. The need for organizational innovation was accessed by
employing McKinsey 7S model. Whereas all other aforementioned models were used to accesses
company abilities, resources and importance of recommended innovations for the purpose of
enhancing organizational performance and competitive edge at marketplace. Moreover, the eight
step model of Kotter’s has also been adopted for changes in company effectively.

Survey Method

A total of 100 questionnaires have been administered directly to management, drivers and
customers who have being using the services of Uber significantly in order to reduce any related
biasness. The questionnaire was comprising of both open ended and multiple choice questions.

Data Analysis

Initially the pilot testing is performed to rectify any mistake and make modification if
applicable. Then reliability and validity measurements have been carried out by employing
statistical techniques to do research on Uber effectively.

III. Literature Review

1. SWOT Analysis

It is a useful technique for understanding the organization weaknesses and strength and to
identify the company threats and opportunities. The powerful tool SWOT is different from other
analysis because with little efforts organization can identify its market opportunities.
Organization can understand their weaknesses easily and eliminate threats (Gurel & TAT, 2017).
By looking to your company and other competitors, SWOT framework can craft the strategy that
helps organization to make them distinguish from competitors. The SWOT analysis has been
generated by Albert S. Humphrey in the 1960s. This tool is useful for organizations. It involves
internal and external analysis. Internal analysis includes company strength and weaknesses and
external analysis includes opportunity and threat facing by organization.
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Company Strength: strength of company exists with financial resources, market leadership,
image, relationship between buyers and suppliers and some other factors (Pearce and Robinson,
1991).

Company Weaknesses: weakness of organization is basically its lacks and a work which
organization did poorly as comparison to others (Thompson and Strickland, 2001).

Company Opportunity: these conditions are in external environment which allow the company
to take advantage of them. These are possibilities through which organizations can neutralize
their threats and overcome weaknesses (Harrison and St. John, 2004).

Company Threat: threats come when there is immediate or distant change occur in external
environment. It situation prevent organization to lose its superiority and avoid them to maintain
their existence in competing environment. This situation is not favorable for organization (Ülgen
and Mirze, 2010).

Figure 7: SWOT Analysis Model

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2. Kotter’s eight step change model

A research conducted by the American leadership and change guru “John Kotter” proved that
organization do not get their desire outcome by implementing major changes. He identified that
the success rate chance of organizational change is only 30%. That’s why organizations can’t
implement their changes properly and sometimes unsuccessful to achieve their desire results.
The “Eight Step Change Management Model” was introduced by the Kotters to improve the
ability of company to make changes and increase the success chances of change. By following
the Kotter’s Model organizations can adopt and implement change and avoid failure. As a result,
organizations have no need to make the changes adjusted and increase success chances.

There are eight overlapping steps given by John Kotters. The first three steps are “Creating
climate for change”. Second step is “Enabling and Engaging the Organization” and the last one is
“Implementing and Sustaining Change”.

Figure 8: Kotter’s 8-Steps Process of Change

Kotter’s explained that successful change in organization occurs when there is a sense of
momentum and urgency, commitments, engagement of stakeholder, clear and good
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communication, clear vision, well executed plan and strong leadership. The eight step model of
Kotter does recognize change management characteristics.

Uber have probably forty seven recommendations for their thorough internal
investigation and how they can fix and change their company culture according to Kotter’s
Change Management Model. Uber is making his board more independent by implication of
Kotter’s eight steps of Coalition, strategic vision, urgency and sustain Acceleration. They are
keeping records of human resource complaints; they remove barriers and align resources with
changed vision.

If comes to hard part of Uber services, mostly experts of change management suggested
that the makeover is impossible without impassioned CEO who breathes and lives the company
wants and values. According to second step of Kotter’s eight steps, Uber have great Sweeping
changes and impassionate leader of “Travis Kalanic”. Uber promote team building and more
focus on their hired employees commitments. The biggest change occurred in their management
by implementing Kotter’s theory is, organization now will be run by a great leadership team of
fourteen different corporate titles-from U.S. general manager Rachel Holt to CTO Thuan Pham
(Cava, 2017).

3. Lewin Change Management Model

One of the important organizational change management models was developed in 1940s by
Kurt Lewin. The model is still hold true in today organizational change environment. The model
is based on three steps and known as “Unfreeze, Change and Refreeze”. the name represent
three stages as described. Lewin is the social and physicist scientist. He explained the change
occur in organization with example of changing ice block shape. The three stages of Lewin
models are described below:

Unfreezing: the first stage is unfreezing the organization which involves preparing the
employees, staff in the organization to accept the change which is necessary for organization.
This stage includes existing status quo breakup and building new ways for organizational
operations. Organization need to prepare their employees by compelling message that existing
ways of doing day to day operations cannot continue. This is easiest way to frame the
organization financial report by showing poor financial results, sales figures, customer
satisfaction worries etc.
 25

Change: after the unfreezing stage uncertainty, the stage of change take place in which
company needs to resolve the uncertainty and look for new ways. The unfreezing stage to change
does not happen overnight but it involves much efforts. The staff will take time to go for new
direction and proactive participation for change.

Refreezing: when changes have taken place and employees are finding new working ways, the
organization needs to refreeze the changes. The sign of refreezing is showing consistent job
description, organizational chart etc. the refreezing stage of Lewin model also help the
employees and organization institutionalize or internalize the change.

Figure 9: Lewin’s Change Management Model

For effective management of change, Lewin recommend that it need competing forces
good management. The organization need to actively facilitate the driving forces of new desire
change. Then, the restrain forces have to eliminate and reduced (Russell and Russell, 2006).
Based on previous researches and a study conducted by Boohene and Williams (2012), stated
that it is more appropriate for company manager to utilize “Participative Change Approach”
while making the change in organization. Authoritarianism or power based approaches never
enforce compliances but it would increase the resistance in organization.

4. McKinsey 7S Model
 26

In 1980’s, the McKinsey model was proposed by the consultants of McKinsey company
as a significant tool of strategic planning. The human resources of an organization are mainly
focused by the model. The model is comprised of seven basic elements including structure,
strategy, skills, staff, style, systems and shared values. According to (Thanaphan Naipinit et al.,
2014
), all
the
seve
n
elem
ents
of
mod
el
need
s to
aligned for the purpose of achieving effectiveness within an organization. The major premise on
which the McKinsey model relied upon is that all the areas of model are significantly
interconnected with one another. Any change in one area call for need of change in other area of
company too to operate company operations effectively. The main model is characterized into
two components i.e. “Hard Ss” which include strategy, system and structure and “Soft Ss” which
include shared values, staff, skill and style. These elements enable an organization to achieve and
sustained long term competitive advantage at marketplace.

Figure10: McKinsey 7S Model

 27

The model is characterized as a valuable tool for organizational design that facilitates the
change within organization, helps the management in application of new strategy, highlight the
area of change in future and facilitate company merger activities. As far as the process of

innovation is concerned, all seven area of framework including both Hard and Soft components
are vital for achieving the innovation implementation within company. The human resources of a
company i.e. staff, skills and their style are critical for achieving innovation success. Effective
decision making can be attained if human resources of company are aligned, flexible to welcome
and adapt the changing trends, understand the benefits of utilizing the internal and external
resources inter-connectively and apply right strategies at right time results in effective
implementation of innovation process within an organization (Thanaphan Naipinit et al., 2014).

5. Pentathlon Framework

The pentathlon framework was proposed by Goffin and Mitchell (2005) which indicates
that the tendency of an individual to innovate is highly dependent upon culture, climate and
management of innovation and change. A pentathlon was proposed and presented by them which
consist of five major areas including innovation strategy, ideas, prioritization, implementation,
people and organization. Moreover it has been argued that innovation practices are largely
centred on organizational products whereas now days, the developed economies are greatly
service driven economies.

Figure 11: Pentathlon Framework (Goffin & Mitchell, 2005)

 28

As a whole, the length and breadth of an organization is largely extended by the process
of innovation. Therefore, broader perspective of innovation needs to be grapple by the mangers
within organization by implementing various significant approaches and techniques across
different stages of innovation process. The implementation of innovation process requires strong
emphasis on different organizational elements including organizational structure, leadership and
culture etc. In a research process, firstly both internal and external technology based information
need to be accessed by the organization to tackle with challenges arouse during the process of
innovation. On the basis of facts and figures, then suitable idea from the set of existing
alternative is choose by the company referred as prioritization. After that company works on the
implementation of selected idea and hence launched an innovative product, service or a process
within marketplace. The whole process is mainly based on innovative strategies. The people and
organization are integral part of this process for achieving overall innovation success as they are
responsible for minimizing the associated risks and maximizing the opportunities associated with
innovation process (Goffin and Mitchell, 2005).

6. VRIO Analysis

The VRIO analysis was proposed by Jay B. Barney for the purpose of examining the
organization micro-environment or its resources including financial, human, material and non-
material resources. The analysis enables an organization to accesses its resources significantly
that provides a clear picture of organizational weaknesses along with its competitive advantages
at marketplace.

Figure 12: VRIO Framework

 29

T
he
VRI
O
anal
ysis
is
comprises of four major dimensions which include value, rareness, imitability and organization.
The positive or negative situations prevailing within organizations are significantly accessed by
this analysis. It provides a complete picture of organizational resources, implications for
competitive advantage and highlights areas needs improvements and innovative changes. Hence
the assessment made on the basis of VRIO analysis can be utilized effectively in decision
making areas for the purpose of taking the advantages of internal and external organizational
processes that facilitates the implementation of company innovation process and securing
services at marketplace (Management Mania, 2018).

7. Business Model Innovation

In any organization, business model is characterized as one of the most critical success
factor for implementing technologies as well as change within business operation to tackle with
 30

changing customers’ demands at marketplace. Both the business model and customer demands
are directly correlated with each other. Moreover, business model also play significant role while
incorporating innovativeness within company merely based on a set of question to be handled by
respective firm. The set of questions include the type of technology to be applied for meeting
changing demands, transformation of business strategies, needed investment and ways to achieve
minimum operational cost along with an improvement in quality of organizational offerings.

In addition to this, the business model is merely comprised of two factors i.e. value
preposition and operations. The value preposition components reflect the organizational
offerings, segmentation, target market and business models of revenue. Whereas the second
component represents model of costs, value chain and organization of all these activities within
company. All these elements are considered as integral while following innovation process
within an organization. Moreover, innovation process enables an organization to achieve and
sustain long term competitive edge at marketplace. As a whole, the business model facilitates the
company to understand that both internal as well as external factors are critical for overall
organization success. Moreover, both internal factor including company human resources,
investments etc. and external factors including customer demands, target market etc. need to be
aligned to attain desired targets. Hence company can generate maximum growth and revenue by
efficiently utilizing all the components of business model in an effective manner (BCG, 2017).

4. Further DBA Research Perspectives

This research project enabled me to realize the significance of innovation and change
implementation within any organization for the purpose of its development and growth
particularly in technology based companies. This is the major reason behind the phenomena that
organization needs to adapt with changing trends within marketplace to cope up with increasing
competition. Organization focuses to introduce those changes that can benefits their customer
base positively. Moreover, the business owners needs to implement right decisions with respect
to application of innovative strategies and technologies at right time for attaining desired
outcomes at marketplace.

In addition to this, the aforementioned model studied in present report can be used as a base
for future researches in area for outlining the demand for innovation, its influence upon strategy
implementation along with application of innovation within certain circumstances. The present
project is theory based in nature. As a result, to comprehensively understand advantages of
implementing innovative change a practical job is required that facilitates me to utilize the
 31

learned knowledge up to maximum level. Moreover, the real business scenarios provide me with
an opportunity to apply the learned models effectively and efficiently to tackle with business
situations.

PART III: REFLECTION FOR EMPLOYABILITY ENHANCEMENT

Table of Contents

I. Critical thinking and core capabilities for the consultancy task ................. 33

II. Evaluation of current knowledge, skills and competences ........................... 33

III. Requirement of leadership skills for future personal development and career
succession .................................................................................................................... 34
 32

I. Critical thinking and core capabilities for the consultancy task

To conduct analysis on present study, I used various models and theories about change
and innovation occurred in the organization. I used these models and implement practically in
order to understand them more deeply. It was very difficult to connect and compare these models
and support changes, innovation for specific situation. The strategies, opportunities and different
change management processes has been discussed. In order to apply these models effectively, I
had used many other factors like technical personnel, production process and financial reporting
system.

After analysis I understood that implementing innovative changes is more profitable for
organization rather risky. Making technological changes in Uber will not easy for organization. It
will be problematic to implement new changes but change will be more reliable in future. In
 33

future, I have intention to work more on this area as it is emerging sector in today’s environment.
This will sharp my skills and knowledge in sector.

II. Evaluation of current knowledge, skills and competences

The study conducted on Uber was very difficult to understand as this sector is new and many
people did not even know about this online technological service. I had gone through many
change and innovation models, IT knowledge and innovative financial skills. The models used
for present study were interesting and different from each other but they integrate each other on
various points. I had not such a good skill of research and customer investigation survey. I tried
my best to understand market changes and large complex market. I was needed to learn about the
research and in this area I had no expertise so I focused more to develop my research skills. The
alignment between practical problem solving and theoretical measures was also difficult but I
had mange to work on it. The practical implication of theoretical base and understanding them
are two different things. Application of models needed more practice, more critical thinking and
experience. At the end the model was implemented flexibility. It was good experience, although
I faced many challenges but these efforts will help me in future and to effectively perform my
task.

III. Requirement of Leadership Skills for Future Personal Development and Career
Succession

The implementation of an innovative idea into practice demands enormous leadership

skills to effectively achieve the organization targets. The undertaking of present project
developed and enhances my leadership skills in following ways:

 Firstly, by understanding the significance of creativity within business operations enable

me to analyse the holistic business picture and incorporate innovativeness in
organizational offerings. Another significant aspect of effective leadership style is the
presence of persuasive skills as to convince each and every member within organization
regarding the significance of adapting the changing business trends are of immense
importance. Hence persuasive skills among leaders are characterized as critical for
overall business success at marketplace.
 Secondly, effective leaders must possess the abilities of inspiring other for the purpose of
aligning the organizational workforce with business strategies and goals. A variety of
 34

tasks have to be tackled by leaders on daily basis so they have to choose best possible
solution from the set of available alternatives for company. Moreover, the responsibility
of implementing the innovative change within company relied upon the shoulders of
leaders. Therefore, they have to choose the right solution at right time to achieve set
company targets.

As a whole in my viewpoint, all aforementioned abilities and skills need to be build up on

continuous basis among workers to become effective future leaders. For being an effective
leader, I strongly emphasized on my creative abilities and must develop effective decision
making skills inside me to achieve desired outcomes. Moreover, I need to understand the
importance of employee motivation within company to attain set targets. Furthermore, I need to
develop team working skills that facilitate me to behave flexibly in diverse situations. Moreover,
I need to focus on decision making skills so that I am capable of making right choices at right
time based on complete business analysis resulting in positive performance and growth levels.

References

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 35

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 37

APPENDIX

1. What is your Gender?

2. What is Your Age Group? A. 18-30 B. 31-40 C.41 or Above
3. Have you ever availed the Services of UBER?
4. If yes? Do you think the services are satisfactory and cost efficient?
5. Do you think the price surge technology of UBER effects the demands of Customers?
6. In your opinion, Does business model of UBER is flexible to innovation processes and
changes to cope with increasing competition in ride-hailing industry?
7. What are the advantages of using Uber, why customer prefer your brand?
8. What was the recent experience of your reference group which make your decision to use
uber services?
9. In your opinion what are disadvantages and advantages of using Uber rides as compare to
competitors ?
10. What you will suggest Uber services to Toyota innovation and change management ?