The document presents two case studies on strategic change management: Bell Canada's zero waste program, which successfully modified employee behaviors through motivation and situational changes, and Continental Airlines' 'Go Forward' strategy that significantly improved performance by enhancing communication and leadership. Bell Canada utilized a model that involved employee involvement and removing barriers to waste, while Continental Airlines focused on setting performance measures, stretch goals, and rewarding new achievements. Both cases illustrate effective methods of enacting organizational change.

1. Case study
Strategic Change Management

2. Prepared By
Kindly restrict the use of slides for personal purpose.
Please seek permission to reproduce the same in public forms and presentations.
Manu Melwin Joy
Assistant Professor
Ilahia School of Management Studies
Kerala, India.
Phone – 9744551114
Mail – manu_melwinjoy@yahoo.com

3. Scenario #1: “Greener Telco”
Scenario #1 refers to Bell
Canada’s Zero Waste
program, which successfully
changed wasteful employee
behaviours by altering the
causes of those behaviours.
Courtesy of Bell Canada

4. Bell Canada’s Change Strategy
Courtesy of Bell Canada
Relied on the MARS model to alter
behaviour:
Motivation -- employee involvement,
respected steering committee
Ability -- taught paper reduction, email,
food disposal
Role perc. -- communicated importance
of reducing waste
Situation -- Created barriers to wasteful
behaviour, eg. removed garbage bins

5. Courtesy of Continental Airlines
Scenario #2: “Go Forward Airline”
Scenario #2 refers to
Continental Airline’s “Go
Forward” change strategy,
which catapulted the
company “from worst to first”
within a couple of years.

6. Continental Airlines’ Change Strategy
 Communicate, communicate,
communicate
 Introduced 15 performance
measures
 Established stretch goals (repainting
planes in 6 months)
 Replaced 50 of 61 executives
 Rewarded new goals (on-time
arrival, stock price)
 Customers as drivers of change
Courtesy of Continental Airlines