Organizational change at Dixons Group involved diversifying its business through acquisitions to meet different customer needs in the changing electronics retail market. Dixons pursued a strategy of acquiring Currys, Mastercare, and PC World to expand horizontally across the market while staying within its expertise. This allowed Dixons to benefit from synergies between the brands and develop each business further. Dixons also faced barriers to change from recruiting qualified staff, maintaining proximity to customers, and ensuring sufficient product knowledge among sales staff.