Overcoming barriers to change
A Corus case study

Page 1: Introduction

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The external environment in which businesses operate is continually changing. Businesses must respond to these changes to remain competitive and continue to meet the needs of their customers. They need the commitment and support of key stakeholder groups, such as employees, in order to ensure changes are embedded to shape the organisation for the long term. Corus was formed in 1999 when the...
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Page 2: Reasons for change

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Organisational change is a planned and ongoing process and follows clearly structured elements. Identify the key drivers for change. These are forces outside and within the organisation, for example, the growing strength of competitors (external) or health and safety issues within the organisation (internal). Corus employees were encouraged to understand what was happening in the business...
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Page 3: Barriers to change

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Change may challenge peoples' abilities, experience, customs and practice. It may even be seen as a threat. This can create resistance or barriers to change. For example, if job roles are changed, employees and managers may feel that they lose status or power. If jobs are cut, remaining employees may feel insecure. This can cause low morale and lead to poor productivity. Although Corus Strip...
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Page 4: Overcoming barriers

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  'We cannot solve our problems by spending; we cannot solve our problems by cutting back. The only way to meet our challenges is to change how we go about things´ (quote from the Managing Director of CSP UK). One of the key techniques Corus has used to overcome resistance to change has been to work closely with employees and get them involved as much as possible in the programme...
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Page 5: Measuring the outcomes of change

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The Journey change programme at Corus Strip Products contributes to sustainability for the business. By facing up to its internal weaknesses, Corus Strip Products has improved efficiency, increased output, lowered costs and reduced waste in an increasingly competitive steel market. This has enabled the business not just to survive but also to grow - even during the economic recession of 2008 and...
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Page 6: Conclusion

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All organisations need to manage change. If they fail to do so they may be left behind by the competition.   Change management at Corus Strip Products UK involved bringing the issues out into the open, confronting barriers to change, winning the commitment and support of all employees and delivering an effective plan for change. The Journey has helped CSP UK to 'weather the storm'. The...
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