ACMNA149 - I NDEX N OTATION (P OWERS OF ). What type of numbers do you see?
Full page photo - projekter.aau.dk · But h The r entai a sta incre comp is obt to of need other...
Transcript of Full page photo - projekter.aau.dk · But h The r entai a sta incre comp is obt to of need other...
Abstract
This thesis investigates what large business‐to‐business organizations should focus on, when
they change their business model from being based on product sales to being based on
solution sales. When organizations are based on solution sales, they focus on creating and
delivering customized products or services, which can improve the business of their customers.
As the investigation carried out in the thesis is based on what organizations should focus on,
when they change into solution sales, the two main theoretical subjects of the thesis are
“change management” and “solution sales”.
The thesis has been conducted as a case study and Ericsson Latin America has been the unit of
analysis. Ericsson represents a valid unit of analysis as they are currently transforming into a
business model which is based on solution sales. As the analysis provided great insight into
Ericsson’s transformation, we found it appropriate to develop specific advises for Ericsson in
order to improve their chance of a successful transformation. These are included in the thesis.
Finally, the investigation has found seven focus points we believe large business‐to‐business
organizations should focus on, when they change their business model into being based on
solution sales. The analysis has triggered the identification of the seven focus points, which are
all backed up by the theory section. Last, it is shown when we believe the different focus
points should be emphasized during a transformation.
Preface
This Master’s thesis is conducted in connection with the completion of the master’s degree;
International Technology Management at Copenhagen Institute of Technology.
The purpose of the master’s thesis is to demonstrate the ability to deliver a report that is both
valid and reliable through the understanding and use of different academic theories.
Furthermore, it is to prepare a suitable analysis based on relevant theories and to make
thought reflections.
The thesis investigates a general phenomenon and uses Ericsson Latin America (after this,
Ericsson) as the unit of analysis. Therefore, the thesis is conducted in cooperation with
Ericsson Region Latin America in São Paulo, Brazil.
Acknowledgements
This thesis would not have been possible without the invaluable help and support of several
people to whom we would like to express our gratitude. First of all we would like to thank
Ericsson for hosting us during the first two and half months of our thesis process. Especially
from Ericsson we would to thank Hans Sjögren and Bengt Rosengren for their support and
guidance, and also Jesper Rhode for facilitating the cooperation. We would also like to express
our gratitude to all the employees in Ericsson who have taken their time to elaborate on the
transformation process and kindly answered our questions.
Additionally, we have to thank our supervisor Samuel Brüning Larsen for his competent and
constructive feedback during the supervision process, but also for showing a great deal of
flexibility regarding the communication, while we were situated in Brazil.
TaTable
Lis
Lis
1. Int
2. Pro
2.1
2.2
3. Me
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
4. The
able oe of Contents
t of tables ...
t of figures ..
troduction ....
oblem statem
1. Research q
2. Delimitatio
ethodology ..
1. Introductio
2. Strategy of
3. Case study
4. Unit of ana
5. Process de
3.5.1. The in3.5.2. The an3.5.3. The fin
6. Theory sel
7. Data collec
3.7.1. Data c3.7.2. Choice3.7.3. Interv
3.7.3.1. Ex
3.7.4. Docum3.7.5. Archiv3.7.6. Direct
8. Methodolo
9. Quality ass
3.9.1. Validit3.9.2. Validit3.9.3. Validit3.9.4. Validit3.9.5. Bias re
eory ............
of Cons ..................
....................
....................
....................
ment ...........
questions ....
ons ..............
....................
on................
f methodolo
y design .......
alysis ...........
escription ....
itial phase ..nalysis .........nal phase ....
ection .........
ction ............
collecting mee of data coliews ............
xecution of i
ments ..........val records ... observation
ogy regardin
surance .......
ty and reliabty and reliabty and reliabty and reliabegarding the
....................
ntents....................
....................
....................
....................
....................
....................
....................
....................
....................
ogy ................
....................
....................
....................
....................
....................
....................
....................
....................
ethods .........lecting meth....................
nterviews ....
....................
....................n ...................
g the analys
....................
ility regardinility regardinility regardinility regardin analysis ......
....................
s ....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................hods .................................
....................
....................
....................
....................
is .................
....................
ng interviewsng documentng archival reng direct obs....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
s ..................ts .................ecords ..........servation ..........................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
1
....... 1
....... 4
....... 4
....... 6
....... 8
....... 8
....... 8
..... 10
..... 10
..... 10
..... 11
..... 12
..... 14
..... 14
..... 14
..... 15
..... 15
..... 16
..... 16
..... 18
..... 19
..... 20
..... 21
..... 22
..... 22
..... 23
..... 23
..... 23
..... 24
..... 24
..... 25
..... 25
..... 27
4.1
44
4
4
444
4.2
44
4
44
5. Eri
6. An
1. Change ma
4.1.1. Introd4.1.2. The un
4.1.2.1. Se
4.1.2.2. Vi
4.1.2.3. Pl
4.1.2.4. H
4.1.2.5. Co
4.1.3. The m
4.1.3.1. “S
4.1.3.2. St
4.1.3.3. M
4.1.3.4. To
4.1.3.5. W
4.1.3.6. M
4.1.3.7. H
4.1.4. The Fr
4.1.4.1. M
4.1.5. How t4.1.6. Under4.1.7. Implic
2. Solution sa
4.2.1. What 4.2.2. Unitin
4.2.2.1. Th
4.2.2.2. Th
4.2.2.3. Jo
4.2.3. Makin
4.2.3.1. M
4.2.3.2. O
4.2.4. Under4.2.5. Implic
csson and th
alysis ...........
anagement .
duction to chnfreezing ph
ense of urge
ision and com
lan reviews a
elp and train
omments to
moving phase
Soft” and “ha
tructure .......
Measurement
ools .............
Workload ......
Maintaining fo
aving patien
reezing phas
Making the ch
o tackle resirlying thoughcations .........
ales ..............
is solution sag the sales‐
he change in
he change fo
oining the sa
ng solution sa
Managing kno
rganization a
rlying thoughcations .........
heir situation
....................
....................
ange managase ..............
ncy ..............
mmunication
and mileston
n people .......
the unfreezi
e ...................
ard” factors .
....................
ts .................
....................
....................
ocus on the “
ce ................
e ..................
hange stick ...
stance in genhts ....................................
....................
ales? ............and marketi
sales capab
or the marke
les‐ and mar
ales work .....
owledge .......
and other op
hts ....................................
n ...................
....................
....................
gement ............................
....................
n ..................
nes ...............
....................
ing phase ....
....................
....................
....................
....................
....................
....................
“soft” factor
....................
....................
....................
neral ...................................................
....................
....................ng departme
bilities ..........
ting departm
rketing depa
....................
....................
pportunities
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
rs ..................
....................
....................
....................
....................
....................
....................
....................
....................ent ...............
....................
ment .............
rtment ........
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
2
..... 27
..... 28
..... 29
..... 29
..... 30
..... 32
..... 33
..... 34
..... 34
..... 34
..... 34
..... 35
..... 35
..... 35
..... 36
..... 36
..... 37
..... 37
..... 38
..... 40
..... 41
..... 41
..... 42
..... 45
..... 45
..... 49
..... 51
..... 52
..... 53
..... 53
..... 54
..... 55
..... 56
..... 59
3
6.1. How far in the change is Ericsson? ................................................................................... 60
6.2. Sense of urgency .............................................................................................................. 61
6.3. Vision ................................................................................................................................ 63
6.4. Training ............................................................................................................................. 67
6.5. Workload .......................................................................................................................... 69
6.6. Milestones and evaluation ............................................................................................... 71
6.7. Resistance ......................................................................................................................... 75
6.8. Customer orientation and understanding ....................................................................... 78
6.9. Knowledge sharing ........................................................................................................... 79
6.10. Alignment ....................................................................................................................... 82
6.11. Measurements ............................................................................................................... 85
6.12. Prioritization ................................................................................................................... 87
6.13. Speed of change ............................................................................................................. 88
6.14. Conclusions for the analysis ........................................................................................... 91
6.15. What should Ericsson focus on now? ............................................................................ 93
7. What should organizations focus on? ..................................................................................... 98
7.1. Create a sufficient sense of urgency ................................................................................ 98
7.2. Create a clear vision ......................................................................................................... 98
7.3. Train employees ............................................................................................................... 99
7.4. Plan and set milestones ................................................................................................... 99
7.5. Align measurement systems .......................................................................................... 100
7.6. Prioritize customers ....................................................................................................... 100
7.7. Initiate internal marketing ............................................................................................. 101
7.8. Reflections ...................................................................................................................... 102
8. Conclusion ............................................................................................................................. 105
9. References ............................................................................................................................. 106
Appendix 1, Preliminary interview list ...................................................................................... 110
Appendix 2, Preliminary interview notes .................................................................................. 111
Appendix 3, Semi-structured interview list ............................................................................... 115
Appendix 4, Interview questions ............................................................................................... 116
Appendix 5, Semi-structured interview notes .......................................................................... 118
Lis
Table
Table
Lis
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
t of tab
e 1, Six meth
e 2, Advantag
t of figu
e 1, Case stu
e 2, Organiza
e 3, Illustrat
e 4, The imp
e 5, Strategi
e 6, Changin
e 7, Market
e 8, Links b
customer re
e 9, Internal
e 10, Solutio
e 11, Forme
e 12, New b
e 13, Is Erics
e 14, Has the
e 15, Foreca
e 16, Is there
e 17, Foreca
e 18, Is this c
e 19, Does m
e 20, Are em
e 21, Does e
e 22, Has the
e 23, Has the
e 24, Is the t
e 25, The im
les
ods for data
ges and disa
ures
udy designs .
ational diagr
ion of the pr
portance of h
c continuum
ng the empha
opportunitie
etween con
tention and
and externa
on sales infor
r business st
usiness struc
sson a produ
ere been cre
st for region
e a clear visio
st for region
change the r
management
mployees rec
employees un
e change inc
ere been pre
transformati
mportance of
collection, t
dvantages of
....................
ram, Ericsson
rocess in chro
having a good
m Source: Kot
asis in strate
es downstrea
sulting orien
profitability
al marketing
rmation flow
tructure in Er
cture in Erics
ct or solutio
eated a sense
nal sales if no
on for the tr
nal sales, if th
right directio
t believe in th
eiving trainin
nderstand th
creased the w
epared miles
on being eva
having miles
their strengt
f the differe
....................
n ..................
onological o
d vision .......
tter and Schl
egic sales from
am in the su
nted sales m
growth, Sou
roles. ..........
w ..................
ricsson ........
sson .............
n selling com
e of urgency
othing is don
ransformatio
he change is
on for Ericsso
he vision? ...
ng? ..............
heir role? .....
work load? ..
stones for th
aluated? ......
stones .........
hs and weak
nt interview
....................
....................
rder .............
....................
esinger, 197
m manufactu
pply chain ...
management
urce: Pelham
....................
....................
....................
....................
mpany? ........
? ..................
e Source: Er
on? ...............
implemente
on? ...............
....................
....................
....................
....................
e transforma
....................
....................
knesses Sour
types ..........
....................
....................
....................
....................
79 Adapted ..
urer to end‐u
....................
t programs a
, 2006 .........
....................
....................
....................
....................
....................
....................
icsson .........
....................
ed .................
....................
....................
....................
....................
....................
ation?..........
....................
....................
rce: Yin, 2009
....................
....................
....................
....................
....................
....................
user ............
....................
and perform
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
4
9 ... 17
..... 20
..... 11
..... 13
..... 15
..... 30
..... 39
..... 44
..... 45
mance,
..... 48
..... 50
..... 54
..... 57
..... 57
..... 60
..... 61
..... 62
..... 63
..... 64
..... 65
..... 66
..... 67
..... 69
..... 70
..... 72
..... 73
..... 74
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
Figur
e 26, Is there
e 27, Is resis
e 28, Resista
e 29, Are Eri
e 30, Does E
e 31, Are the
e 32, Does th
e 33, Is Erics
e 34, Has the
e 35, Is there
e 36, Is the c
e 37, Interde
e 38, When
e resistance
stance being
ance located
csson emplo
Ericsson shar
ere proper to
he sales and
sson good at
e measurem
e a good join
change happ
ependencies
to emphasiz
toward the c
confronted?
in Ericsson ..
oyees custom
e knowledge
ools for know
marketing d
working cro
ent system b
nt prioritizati
pening too fa
of problems
e the focus p
change? ......
? ..................
....................
mer oriented
e about the c
wledge shari
department c
oss functiona
been aligned
ion of oppor
ast or too slo
s and solutio
points ..........
....................
....................
....................
? ..................
customers? ..
ng in Ericsso
cooperate e
ally? ..............
d with the tra
rtunities? .....
w? ...............
ons ...............
....................
....................
....................
....................
....................
....................
on? ...............
nough? .......
....................
ansformation
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
....................
n? ...............
....................
....................
....................
....................
5
..... 75
..... 76
..... 77
..... 78
..... 80
..... 82
..... 83
..... 85
..... 86
..... 87
..... 89
..... 96
... 101
1. The p
differ
to th
busin
tough
includ
challe
dema
creat
Non‐w
able
abilit
Becau
but n
than
is cru
to m
unde
But h
The r
entai
a sta
incre
comp
is obt
to of
need
other
For la
the in
Introdpowers of th
rent market
he increased
ness all over
h wherever y
des the risk t
enged by co
ands for pro
tive and effic
western com
to compete
ies have gr
use of this, t
not yet the w
their wester
ucial that any
aintain the
rgo large tra
how do comp
recent deve
ls that the p
andard prod
asing amoun
panies want t
tained throu
ffer products
s they did no
r companies
arge busines
nterest of th
ductioe globalizatio
opportunitie
d competitio
r the world,
you go. As th
that compan
ompanies fr
fit. Years ag
cient in their
mpanies can
equally wit
rown with i
they now fin
western pric
rn competito
y organizatio
interests of
ansformation
panies make
lopment, w
product or se
duct. For th
nt of custom
to know as m
ugh registrat
s which fit e
ot even know
in order for
s‐to‐busines
eir custome
on on are unavo
es, the globa
on. Without
but when c
he globalizati
nies with a w
rom other c
o, it was com
r way of doi
be at least a
h even the m
ncredible sp
nd themselve
ce level, whi
ors. In order
on operates
f their custo
ns, hoping th
e sure that th
hen it come
ervice should
e everyday
mer or user
much as poss
ion and onli
exactly the n
w they had.
them to offe
ss organizatio
rs, organizat
oidable. Com
alization brin
t any greate
competitors
ion allows co
western cultu
countries wi
mmonly kno
ng business.
as technical
most recogn
peed, if pos
es in a posit
ich allows th
to be able t
as efficient a
omers. In or
hat the chang
hey actually
es to produ
d fit the cust
consumer,
information
sible about t
ine surveillan
needs and re
The custom
er suitable p
ons, the tren
tions have d
mpanies bene
ngs, but at t
er problems
are able to
ompanies to
ure and west
ith different
own that non
. That, howe
ly skilled and
nized wester
ssible, even
tion where t
hem to sell
to keep up w
as possible,
rder to do s
ge will lead t
maintain th
cts and serv
tomer as mu
this is espe
n collection
the custome
nce. The kno
equirements
er or user in
roducts or se
nd is similar.
eveloped a b
efit from the
he same tim
, companies
do the sam
do business
ern demand
t cultures a
n‐western co
ever, is not t
d efficient to
rn companie
faster than
hey possess
their produc
with this toug
and at the s
so, companie
o a brighter
e interest of
vices, is cus
ch as possib
ecially reflec
on the Inter
rs or users a
owledge is th
s of specific
nformation c
ervices to th
Because of t
business mod
ese in terms
me they suffe
s are able
me, competit
s anywhere,
ds for profit c
nd more m
ountries wer
the case any
oday and the
es. Their skil
n their econ
western ab
cts less expe
gh competit
same time be
es now and
future.
f their custo
stomization
ble and not ju
cted throug
rnet. Increas
nd the know
hen used in
customers o
can also be s
eir custome
the need to
del different
6
of the
er due
to do
tion is
it also
can be
modest
re less
more.
ey are
ls and
nomy.
ilities,
ensive
tion, it
e able
d then
mers?
which
ust be
h the
singly,
wledge
order
or the
old to
rs.
retain
t from
the t
based
obtai
solut
exclu
highe
Howe
trans
ypical mode
d on selling
ning knowle
ions that a
sively to eac
er costs relat
ever, changi
sformation.
el which is b
g customized
edge about t
re suited sp
ch customer
ted to each s
ng into a so
based on tra
d solutions
the custome
pecifically to
r, they can b
sale, it can a
lution selling
nsactional p
which fit t
ers and their
o certain cu
e of great va
also build up
g company i
product sales
the specific
r situation a
ustomers. A
alue and tho
more comp
is difficult an
s. The new b
customers.
nd thereby
As the solut
ough selling
ulsive custom
nd it is a dra
business mo
This is don
be able to c
tions are cr
solutions inv
mer relation
astic and co
7
odel is
ne by
create
reated
volves
nships.
mplex
2. The p
What
their
2.1
In ord
•
•
•
2.2
Deriv
Struc
and f
the a
more
state
Furth
also
busin
in the
Probproblem stat
t is importan
business mo
. Resea
der to answe
How shou
How sho
compared
How is a
solution s
. Delimi
ved from the
ctures in sma
furthermore,
academic the
e complex st
ment.
hermore, the
made becau
ness organiza
e thesis in lar
lem stement of the
nt for large b
odel from bei
arch que
er the proble
uld organiza
ould large b
d to product
specific orga
sales?
itations
e problem s
all‐ or middle
, the structu
eories applie
ructure, we
e thesis focu
use much of
ations. In add
rge business
tateme thesis is:
business‐to‐b
ing based on
estions
em statemen
tions carry o
business‐to‐b
sales?
anization ha
s
tatement, th
e sized orga
re in large o
ed in the the
think it is ap
ses on busin
f the theory
dition, we be
‐to‐consume
ment
business org
n product sal
nt, we have d
out change in
business org
ndling a cha
he target gr
nizations are
rganizations
esis is devel
ppropriate to
ness‐to‐busin
y applied in
elieve that t
er organizati
ganizations t
les to being b
defined the f
nitiatives?
ganizations
ange from be
oup for the
e often diffe
s is often mu
oped for lar
o include thi
ness organiza
the thesis i
he opportun
ons would b
o focus on w
based on solu
following res
operationali
eing based on
thesis is lar
erent from la
ch more com
rge organizat
is delimitatio
ations. This
is developed
nities to appl
be very limite
when they ch
ution sales?
search quest
ize solution
n product sa
rge organiza
arge organiza
mplex. As mu
tions due to
on in the pro
particular fo
d for busine
ly the theory
ed.
8
hange
ions:
sales
ales to
ations.
ations
uch of
o their
oblem
ocus is
ess‐to‐
y used
No d
in the
organ
uniqu
know
elimitations
e thesis shou
nizations wh
ue technical
wledge.
have been m
uld be opera
hich possess
l knowledge
made regard
ting in. How
very special
e, but it cou
ding what ki
wever, it is be
l or specific
uld also be
nd of indust
elieved that t
knowledge.
financial k
try the organ
the thesis is
In many cas
nowledge o
nizations tar
most releva
ses, this wou
or other typ
9
rgeted
ant for
uld be
pes of
3. As re
angle
have
given
3.1
The f
execu
of the
of the
The m
Desig
only
Instea
3.2
The f
an ap
strate
•
•
•
•
•
It is d
study
collec
Metheports can b
e to take. Th
made some
n much thoug
. Introd
following se
uted during t
e project. Th
e analysis, bo
methodology
gn and Meth
be describe
ad of describ
. Strate
first method
ppropriate a
egies.
Experime
Surveys
Archival a
History
Case stud
decided to ap
y present phe
cting metho
odoloe approache
his implies h
e stronger a
ght and cons
uction
ction will de
this project.
he section co
oundaries, a
y will be co
hods, by Rob
ed when the
bing method
egy of m
ical decision
answer to th
ent
analysis
dy
pply a case s
enomena us
ds make it p
ogy ed from sev
owever the
nd more co
sideration.
escribe and
The purpose
ntains strate
nd selection
nducted and
bert K. Yin 20
e underlying
ical theory in
methodo
to make is
he problem
study approa
ing different
possible to i
eral differen
possibility t
mpelling fin
show how
e of the sect
egy regarding
n of theory.
d looked up
009” [Yin, 20
g theory cre
n general, fo
ology
to decide w
statement.
ach. This is d
t kind of data
investigate p
nt angles, it
that a differ
dings. There
the method
tion is to ens
g data collec
pon accordin
009]. Genera
eates a basi
ocus will be o
hich strategy
Yin distingu
ecided as ca
a collecting m
present proc
is necessary
ent angle of
efore, this d
dology has b
sure the valid
ction, data pr
g to “Case
al theory on
is for a met
on the choice
y to apply in
uishes betwe
ase studies m
methods. Th
cesses, beha
y to decide
f approach w
ecision shou
been though
dity and relia
rocessing, pr
Study Resea
methodolog
thodical dec
es made and
n order to pr
een five diff
make it possi
hese differen
aviors or atti
10
which
would
uld be
ht and
ability
rocess
arch –
gy will
cision.
d why.
rovide
ferent
ble to
t data
itudes
etc. a
docu
collec
3.3
This s
sever
desig
1 reg
The f
case
embe
and thus, an
ments in or
cting method
. Case s
section outli
ral different
gned before d
arding case d
figure shows
study and m
edded design
alyze the cu
rder to thro
ds will be de
study d
nes the desi
designs, an
data collecti
designs. (Yin
s four differe
multiple case
ns. This is ref
rrent situati
ow light on,
scribed later
esign
gn of the ca
nd it is imp
on begins. T
n, 2009)
Figure S
ent designs.
studies. The
flected in fou
on. This case
specify or
r in this secti
se study app
portant to c
he following
1, Case study dSource: Yin, 200
In general t
ese two type
ur opportuni
e study uses
confirm cert
ion. See sect
plied in the p
consider how
g is based on
designs 09
here are two
es can be div
ities.
interviews,
tain phenom
tion 3.7
project. A ca
w the case
Yin’s discuss
o types of ca
vided furthe
archival dat
mena. These
se study can
study shou
sion and on
ase studies;
er into holist
11
ta and
e data
n have
uld be
figure
single
ic and
•
•
•
•
Single
it. Th
Multi
order
corre
Holist
each
howe
This t
is bec
inves
phen
desig
situat
3.4
The u
locate
Ericss
Ericss
locat
circle
Single cas
Single cas
Multiple
Multiple
e case studie
e purpose of
iple case stu
r to compar
elations.
tic design an
unit. If only
ever, if sever
thesis is con
cause we ar
stigated. Thi
omenon wit
gn helps mai
tion within t
. Unit o
unit of analys
ed in São Pa
son. If we a
son globally,
ion of the un
e.
se study (hol
se study (em
case study (h
case study (e
es collect em
f the design
dies collect
re the indiv
nd embedde
one focal a
ral focal area
ducted as a
re only apply
is is chosen
thin the give
intain focus
he unit of an
f analys
sis of this the
ulo, Brazil. T
at some poi
it will be ex
nit of analysi
listic)
mbedded)
holistic)
embedded)
mpirical data
is to illustrat
empirical da
idual units w
d design dist
rea is analyz
as are analyze
holistic sing
ying one ana
n because
en time fram
on the anal
nalysis.
sis
esis is Ericsso
The thesis on
int refer to
pressed expl
is in the ove
from or abo
te a phenom
ata from or a
with each o
tinguish whe
zed within a
ed within th
le case study
alysis unit an
it allows a
me of the pro
ysis unit and
on’s headqu
nly investigat
other depa
licitly. The fo
rall organiza
out a single u
menon regard
around more
other and th
ether there a
given unit, t
e same unit,
y as marked
nd within th
an in depth
oject. Furthe
d thereby m
arter in the
tes this regio
artments wit
ollowing orga
tion. The un
unit and prep
ding the spec
than one un
hereby confi
are one or m
the design is
the design i
on figure 1
is unit, only
h investigati
rmore, choo
maintain a ho
region Latin
on and it will
thin the Eric
anizational d
it of analysis
pare analysis
cific unit.
nit. This is do
irm or rejec
more focal ar
s a holistic d
it is embedd
with a circle
y one focal a
on of a sp
osing a single
olistic view o
America, wh
l be referred
csson conce
diagram show
s is marked w
12
s from
one in
ct any
reas in
esign,
ed.
e. This
area is
pecific
e case
of the
hich is
d to as
ern or
ws the
with a
Withi
inves
and s
Ericss
unde
to‐bu
falls w
As m
unde
possi
wron
impro
in the analy
stigation. The
sales process
son is an a
rgoing the s
usiness organ
within the ch
mentioned be
rstanding of
ble for us to
ng. Therefor
ovements in
sis unit, seve
e departmen
s.
ppropriate
pecific type
nization and
haracteristics
efore, cond
f the analysis
o develop an
re we find
Ericsson. Th
Figure 2, OrgaS
eral departm
nts included a
unit of ana
of change in
it has a des
s mentioned
ucting a sin
s unit and at
n opinion on
it highly a
he proposals
anizational diagSource: Ericsso
ments exist.
are those th
lysis for thi
nvestigated in
irable size in
d in the probl
ngle case stu
t the same ti
what Ericss
appropriate
will be inclu
gram, Ericsson on
Most of the
at are or sho
s thesis. Th
n this thesis.
n order to inv
lem stateme
udy makes
me maintain
on is doing r
to also pr
ded after th
ese have bee
ould be invol
his is becaus
Furthermor
vestigate an
ent.
it possible t
n a holistic v
right and wh
ovide specif
e analysis.
en included
lved in the p
se it is pre
re, it is a bus
organizatio
to obtain a
view. This ma
hat they are
fic proposa
13
in the
resale
sently
siness‐
n that
deep
akes it
doing
ls for
3.5
The p
been
3.5.
The p
a plan
the in
theor
analy
ment
single
comb
follow
3.5.2
First
busin
in, th
unde
the tr
Havin
out s
trans
far an
The a
relev
Know
ident
. Proces
process of co
prepared co
1. The ini
problem stat
nning proces
ndustry and
ries. Further
ysis of this
tioned categ
e analysis ha
bined with t
wed by theo
2. The an
of all it has
ness structur
heir products
rstanding of
ransformatio
ng created t
specific data
sformation p
nd what peo
analysis of t
ant to two
wledge from
tify what the
ss desc
onducting th
ontinuously a
itial phas
tement has b
ss has taken
would be b
rmore, it wa
particular s
ories. Althou
as been a m
the limited t
ry conductio
nalysis
s been cruc
re. This inclu
s and their c
f the region
on program a
his fundame
collecting. T
rocess has a
ple truly thin
this thesis h
subjects de
these two s
y are doing r
cription
is thesis has
and do, to so
se
been made in
place. It wa
eneficial for
s been decid
subject in a
ugh multiple
more realistic
time frame.
on was carrie
cial to create
udes underst
customers. T
al organizati
and its objec
ental unders
The data co
ctually happ
nk about it e
as, besides
erived from
ubjects have
right and wh
been divide
ome extent,
n the wake o
s decided to
r relevant or
ded that it s
a certain o
analyses wo
c choice giv
After the p
ed out.
e a fundam
tanding thei
Thereafter it
ion in Latin
cts plus the i
standing of E
ollecting has
pened, how s
etc.
the collecte
the problem
e been comp
hat they are d
ed in several
overlap each
of the overa
o conduct a p
rganizations,
should be su
rganization
ould have ma
ven the size
planning proc
mental under
r organizatio
t has been i
America. Th
ncentives be
Ericsson, the
been done
successful th
ed data, bee
m statement
pared to wha
doing wrong
sections. Th
h other.
ll subject dec
paper that w
based on d
upported by
that falls w
ade a strong
of the analy
cess, thorou
rstanding of
on, the mark
mportant to
his also enta
ehind.
e next step h
in order to
he transform
n built on a
t, change an
at Ericsson is
g according to
hese sections
cision. From
was aimed tow
different aca
a single in
within the a
ger investigat
yzed organiz
ugh theory s
f Ericsson’s
kets they op
o create a d
ails understa
has been to
find out ho
mation has be
academic the
nd solution
s doing in ord
o the theory
14
s have
here,
wards
demic
depth
above
tion, a
zation
search
global
perate
eeper
anding
carry
w the
een so
eories
sales.
der to
y.
15
3.5.3. The final phase
Based on the analysis and knowledge from the theory, specific proposals have been identified
for Ericsson. After this, the specific proposals were revised and transformed into focus points.
This was done in order to make them general and make them fit all large product based
business-to-business organizations that want to change into a solution selling organization.
The following figure illustrates the process in chronological order.
3.6. Theory selection
Academic theories for this thesis have been chosen in order to provide an adequate answer to
the problem statement. As the problem statement requests an investigation on how
organizations should change their business from being based on selling product to being based
on selling solutions, theories on change management and on solution sales have been
selected.
It has been chosen to include theories on change management to cover the transformational
aspect of companies changing into being based on solution sales. As a change alone implies
many different challenges, it is believed that several of the problems organizations face, are
May
April
21th Feb.
31th May
Organizational overview
Transformation overview
Methodology
Theory investigation
Problem statement
Theory section
Data collection
Analysis
Proposals
Focus points
Figure 3, Illustration of the process in chronological order
relate
chang
Besid
Theo
sellin
to a c
By co
presu
provi
The m
enter
Resea
concr
our g
has b
Englis
have
semin
3.7
This s
descr
of ea
other
sectio
3.7.
Sever
those
ed exclusive
ge.
des change m
ry on solutio
g company
change, this
ombining kn
umed that c
de a proper
majority of a
red through
arch Databas
rete and foc
geographic lo
been in São P
sh. Both pub
been in Po
nars has bee
. Data c
section goes
ribed which
ach of the ap
r methods w
on on how th
1. Data co
ral different
e that are m
ly to the fac
managemen
on sales is re
should be st
section focu
owledge fro
comprehensi
answer to th
academic th
the website
se. The focus
used on a sp
ocation durin
Paulo, Brazil
blic libraries a
rtuguese or
en used.
collectio
s through the
methods thi
pplied data c
with respect
he interview
ollecting
data collect
most common
t that they a
t, it is decid
elevant to th
tructured an
ses on what
om these th
ve knowledg
he problem s
eory comes
of Aalborg U
s has been o
pecific topic.
ng the cond
where it is
and universit
Spanish. Be
on
e different ty
s thesis app
collection m
to the comp
s were actua
methods
ting methods
nly used wh
are changing
ded to inclu
his thesis as
nd operated.
organization
eories, chan
ge is obtain
statement.
s from article
Universitetsb
on articles rat
Furthermor
uction of the
very difficul
ty libraries h
esides article
ypes of meth
lies and why
methods is in
plexity and d
ally executed
s
s exist. Yin d
hen conducti
g and not de
ude academi
it provides
Instead of f
ns should try
nge managem
ed about th
es found on
bibliotek suc
ther than bo
re, books hav
e theory sec
t to find edu
have been se
es, some ed
hods that ca
y. Thereafter
cluded. As i
difficulty in c
d is included
defines the f
ng case stud
ependent by
ic theories o
knowledge o
focusing on
y to change i
ment and so
he overall su
different d
h as ProQue
ooks as articl
ve not been
ction. The ge
ucational tex
arched, but
ucational m
n be used to
r a more tho
nterviews st
ollecting the
.
following typ
dies: Docum
the nature
on solution
on how a so
processes re
n to.
olution sales
ubject in ord
atabases tha
est and EBSC
es are often
accessible d
eographic loc
xtbooks writ
all relevant
aterial from
o collect dat
orough descr
tand out fro
e data, a sep
pes of metho
mentation, ar
16
of the
sales.
lution
elated
s, it is
der to
at are
Ohost
more
due to
cation
ten in
books
prior
a. It is
ription
m the
parate
ods as
rchival
recor
2009
MethoDocum
Archiv
Intervi
Direct
Partici
Physic
The
collec
physi
direct
Howe
studi
partic
physi
been
rds, interview
). The follow
od mentation
val records
iews
observation
ipant observati
cal artifacts
best data c
ction metho
ical artifacts
t observatio
ever, it is no
es can be tim
cipative obs
ical artifacts
lost or the o
ws, direct o
wing table 1 l
StrenStablUnobcase ExactdetaiBroadevent (SamPreci TargetopicInsighinfere
RealitConte
on SameInsighmotivInsighInsigh
Table 1, Six me
collection m
ods are best
s. Others fit
n.
t always pos
me limited a
ervation tho
or docume
organization
observations,
ists these me
ngths e – can be reviebtrusive – not cstudy t – contains exals of an eventd coverage – lots and many se
e as those for dse and usually q
eted ‐ focuses ds htful – providesences and expla
ty – covers eveextual – covers
e as those for dhtful into interpves htful into culturhtful into technethods for data
S
ethods dep
t when a ca
better whe
ssible to use
and thereby
ough it wou
nts may be
investigated
, participant
ethods and d
ewed repeatedreated as a res
act names, refe
ong span of timeettings
documentationquantitative
directly on case
s perceived cauanations
ents in real time context of “ca
irect observatiopersonal behav
ral features nical operationsa collection, thSource: Yin, 200
pend on the
ase study de
en analyzing
the best sui
making it im
ld have bee
a suitable m
d is not willin
t observatio
describes the
Wdly ult of the
rences and
e, many
RBiRbA
) (A
e study
usal
BqRIRi
e se”
TSwRdCo
on vior and
SBm
s SA
eir strengths a09
e nature of
eals with pa
g present ev
table data c
mpossible to
en the prefe
method, but
ng to deliver
n and physi
eir strengths
Weaknesses Retrieveability –Based selectivencomplete Reporting bias –bias of author Access – may be
Same as those Accessibility due
Bias due to pooquestions Response bias naccuracies duReflexivity – intnterviewer wanTime consumingSelectivity – browithout a team Reflexivity – evedifferently becaCost – hours neobservers Same as those fBias due to partmanipulation ofSelectivity. Availability. nd weaknesses
the case s
ast events fo
vents or phe
ollection me
collect data
rred method
cannot be u
it or them.
ical artifacts
s and weakne
– can be difficuly, if collection
– reflects (unkn
e deliberately w
for documentae to privacy rea
orly articulated
ue to poor recalterviewee givesnts to hear g oad coverage d of observers ent may proceeause it is being eeded by huma
for direct obserticipant observf events
s
study. Some
or example
enomena su
ethods. Some
through dir
d. In other
used as they
17
s (Yin,
esses.
ult to find. is
nown)
withheld
ation) asons
l s what
ifficult
ed observed n
rvation er’s
e data
using
uch as
e case
ect or
cases,
y have
There
best
triang
concl
3.7.2
For th
is a s
deep
this s
his/h
inves
have
imple
Besid
study
docu
mana
trans
Furth
prese
from
the d
differ
been
almo
chang
data
collec
acces
efore the dat
while still po
gulate which
lusions more
2. Choice
his particula
ingle case st
knowledge
situation as
er knowledg
stigating a p
been perfor
emented and
des interview
y consist ma
ments have
agers. These
sformation p
hermore, so
ented any ne
the intervie
data is trian
rent databas
preferable
st solely to
ge process i
and using it
cting this typ
ss to the da
ta collection
ossible to ca
h is an adva
e reliable.
e of data c
r case study
tudy conduct
of the inves
an interview
ge to the in
resent even
rmed in orde
d handled th
ws, documen
ainly of man
e been retr
documents
rogram and
me data ha
ew evidence
ews. Support
ngulated and
ses covering
to base the
interviews t
n Ericsson. T
t the right w
pe of data h
atabases tho
methods th
rry out. Furt
antage as it
collecting
, interviews
ted within a
stigated area
wee who ha
nvestigator r
t which is e
er to get a cl
e transforma
nts have bee
nagement p
rieved from
have been c
its processes
as been ret
e, but it supp
ting some of
d thereby b
g sales proce
data collect
to identify w
This is becau
way can mak
as been diffi
ough we we
hat should be
thermore, us
t strengthen
g method
have been c
limited time
a as fast as p
as a lot of r
relatively fa
exactly what
ear overview
ation and ho
en used as a
presentations
m Ericsson’s
collected to
s.
trieved from
ports some
f the interes
being more
esses, budg
tion a bit m
what has be
use big orga
ke a stronge
icult. One of
ere continuo
e used are th
sing several
s the evide
ds
chosen as th
e frame, it ha
possible. Inte
elevant kno
st. Furtherm
t this case st
w of how the
ow employee
a source of
s and intern
intranet o
get a deepe
m archival d
of the inter
ting points w
reliable. Th
eting and ti
ore on arch
een good an
nizations like
r and more
f the reasons
ously promis
ose that fit t
methods ma
nce and the
e main sourc
as been imp
erviews are a
wledge can
more, intervi
tudy is doin
e manageme
es have recei
data. Docum
nal process
r delivered
er understan
atabases. T
esting point
with archiva
ese data ar
me reportin
ival data ins
nd what has
e Ericsson of
valid invest
s is that we
sed that we
the case stud
akes it possi
ereby makin
ce of data. A
portant to cre
a good meth
pass on som
iews are go
ng. The inter
ent in Ericsso
ived it.
ments in this
descriptions
personally
nding of Erics
his data ha
ts that have
l data entail
re collected
ng. It would
stead of leav
s been bad i
ften have a
igation. How
were not al
e would soo
18
dy the
ble to
ng the
As this
eate a
hod in
me of
ood at
rviews
on has
s case
s. The
from
sson’s
as not
come
s that
from
have
ving it
in the
lot of
wever,
lowed
on get
acces
relev
Last,
possi
Paulo
evide
interv
3.7.3
This
descr
Interv
of the
the o
gene
•
•
•
Struc
varia
fixed
answ
Semi
relati
betw
the o
degre
requi
ss. Another r
ant measure
direct obser
ble as we h
o. Using dire
ence from in
viewees.
3. Intervie
subsection
ription of how
views are of
e informatio
opportunity
ral, interview
Structure
Semi stru
Unstructu
ctured interv
nce. The con
categories
wers of the in
structured
ively open c
ween the inve
order of the
ee of freedo
ires further e
reason is tha
ement system
rvation has b
ave spent m
ect observati
nterviews, b
ews
includes a
w the interv
ften a time c
on. The possi
to give ela
ws can be pe
ed
uctured
ured
views consis
nduction of
of response
terviewees w
interviews
conditions w
estigator and
questions i
om as he or
elaboration.
at quantifyin
ms and datab
been used as
most of the t
ion has, like
but it has a
description
iews were ex
consuming p
ble depth of
borating an
erformed in t
st of a stand
the interview
e options. T
with each ot
are charact
which enable
d the intervi
s not predet
r she has th
A semi struc
g a change p
bases have b
s a way of co
time conduc
archival dat
also been d
of interview
xecuted is in
rocess and a
f the informa
nswers prom
the following
dardized ap
w is based o
This type of
her, thereby
terized by t
es a convers
ewee. Durin
termined. F
e opportuni
ctured interv
process can
been difficult
ollecting data
cting this the
ta and docu
one in orde
ws and as
ncluded.
are characte
ation is great
mpted by th
g three ways
proach in o
on standard
f interview
y making it ea
he fact tha
ation based
ng the interv
urthermore,
ity to go de
view is condu
be complicat
t to identify.
a. Direct obse
esis at Ericss
ments, been
er to test so
mentioned
rized by the
t because th
e investigat
:
order to min
questions, w
makes it ea
asier to iden
t they are
on two wa
iew, some fl
the investig
eper into sp
ucted on the
ted and ther
ervation has
son’s office i
n used to su
ome claims
in section 3
achievable
he interviewe
tors questio
nimize error
which is divid
asier to com
ntify deviatio
conducted
ay communic
lexibility exis
gator posses
pecific issue
e basis of sta
19
refore
s been
in São
upport
from
3.7, a
depth
ee has
ns. In
rs and
ded in
mpare
ns.
under
cation
sts, as
sses a
s that
ndard
quest
throu
The u
inves
contr
defin
Table
interv
IntervStruct
Semi s
Unstru
In th
mana
empl
3.7.3
To be
the o
peop
organ
unstr
limit
basis
the c
tions and th
ugh the eyes
unstructured
stigator has
rol than the
ed.
e 2 below s
views.
iew methods ured interview
structured inte
uctured intervi
is thesis, int
agement in
oyees have r
3.1. Execut
e able to con
organization.
le within th
nization and
ructured inte
the informa
of our poor
content that
he techniqu
of the interv
d interview is
not prepare
e other type
summarizes
w
rview
ew
Table 2, Adva
terviews hav
Ericsson h
received it.
ion of inter
nduct the an
. In order to
e organizati
d the busin
erviews in th
ation Ericsso
knowledge.
t was actual
e allows th
viewee.
s conducted
d any specif
es and is pri
the advant
AdvantageEasier to co
Opportunit
questions r
Investigato
in areas tha
have got ot
predefined
ntages and disS
ve been perf
has impleme
rviews
nalysis of Eri
o do this pro
on. Before a
ness had b
he beginning
on wanted t
As these op
lly relevant
he investigat
through a c
fic questions
imarily used
tages and d
es ompare answer
ty to ask clarify
regarding new k
or can obtain kn
at he or her wo
therwise based
d questions
advantages of Source: Yin, 200
formed in o
ented and
csson it has
operly, sever
arriving at E
een obtaine
g. This was
to give throu
pen interview
has been co
tor to find
conversation
s. This proce
d when area
disadvantage
Drs D
ing
knowledge
D
m
p
a
nowledge
ould not
d on
D
k
t
in
the different in09
order to get
handled th
been neces
ral interview
Ericsson, not
ed. This le
preferred, a
ugh structur
ws contained
ollected into
new angles
around an a
dure can be
as of interes
es of the d
Disadvantages Does not pursue
Difficult for the
maintain the rig
pursuing new kn
answers to exist
Difficult to obta
knowledge and
riangulate evid
nterviewees
nterview types
a clear ove
he transform
sary to creat
ws have been
t much know
d to some
as it would b
red interview
d much irrele
o one overa
and inform
area to whic
e more diffic
st are not c
different typ
e new knowled
investigator to
ght balance bet
nowledge and g
ting questions
ain specific
thus difficult to
dence from diffe
s
rview of ho
mation and
te an overvi
n performed
wledge abou
very open
be undesira
ws guided o
evant inform
all document
20
mation
ch the
cult to
clearly
pes of
ge
ween
get
o
erent
w the
how
iew of
d with
ut the
n and
ble to
on the
ation,
t (see
appe
interv
When
deep
also o
throu
4).
Each
other
asked
some
notes
interv
3.7.4
Docu
meth
•
•
•
•
Docu
diffic
degre
its en
the i
relev
ndix 1 and 2
views.
n it came to
er and know
obtained. Th
ugh semi stru
interview h
r taking note
d a few que
ething or if s
s has been
views are att
4. Docum
ments are r
hod for data
Letters
Emails
Press rele
Reports a
ments are m
ult method,
ee of validity
ndless amou
ntended rec
ant or not.
2). This is d
o the specifi
wledge abou
his made it p
uctured inte
has been per
es. At the sa
estions in th
something n
written ou
tached in ap
ments
relevant to a
collection. D
eases
and etc.
mostly used t
but it can b
y. This is bec
unt of data. T
ceiver are t
done in orde
ic data colle
ut the acade
ossible to gu
rviews wher
rformed by
me time, th
e end if the
needed to b
t together
pendix 5.
almost any c
Documents ca
to support ev
be difficult to
ause many d
Thoroughly
therefore im
er to give th
ection our u
mic theories
uide the inte
re questions
both of us,
he person tak
e other one
e elaborated
and stored
case study an
an consist of
vidence from
o identify w
documents a
assessing th
mportant in
he reader a c
nderstandin
s relevant to
erviews in th
were prepa
one who he
king notes fo
holding the
d. After the
in a joint
nd they are
f:
m other sour
which docum
are often ava
he document
order to kn
clear overvie
g of the com
o the proble
e relevant d
ared in advan
eld the conv
ollowed the
e conversati
interview, a
database. N
a very comm
rces. Using d
ents to use
ailable due to
ts, identifyin
now whethe
ew of these
mpany was
em statemen
direction our
nce (see app
versation an
conversatio
ion had forg
a fair copy o
Notes from
mon and ver
ocuments is
or to assess
o the interne
ng the sende
er a docum
21
open
much
nt was
selves
pendix
nd the
on and
gotten
of the
these
rsatile
s not a
s their
et and
er and
ent is
3.7.5
Data
used.
qualit
•
•
•
Also
inten
and v
3.7.6
Direc
phen
which
obser
•
•
Form
inves
Causa
conne
some
When
behav
shoul
5. Archiv
collected fro
. Normally, d
tatively as w
Compute
Organizat
Maps and
with this ki
ded reader
validity.
6. Direct
ct observatio
omena that
h are inves
rvation:
Formal d
Causal di
mal direct ob
stigator is ta
al direct ob
ection with
ething releva
n observing
vior or actio
ld be as natu
val record
om a databa
data retrieve
well. Data col
er files
tional files (b
d etc.
nd of data,
is and why it
observat
on is possible
are investig
stigated are
irect observa
rect observa
bservation is
aken on a to
bservation
other data
ant to the stu
people it is
ns due to th
ural as possib
ds
ase is not re
ed from data
lected from
budget, pers
it is import
t has actuall
tion
e when inves
ated. This al
e happening
ation
ation
s when obse
our to see a
is when th
collection m
udy on his wa
important t
he actual obs
ble and not b
elevant to all
abases are u
an archival d
onal informa
ant to cons
y been colle
stigators are
lso makes it
g in the pr
erving is off
a factory, a
he observati
methods like
ay this will b
to reassure
serving. This
be changed i
l case studie
used quantit
database can
ation)
ider who ha
ected in orde
e able to wat
necessary th
resent. Ther
ficial and pl
school or o
ion happen
e interviews
be causal dire
that those o
also means
mmediately
es. It also va
tatively, but
n be:
as created th
er to evaluate
tch and obse
hat the even
re are two
anned for i
other observ
s randomly
s. If an inve
ect observati
observed do
that places o
before an in
ries how the
they can be
he data, wh
e the truthfu
erve the eve
nts or pheno
forms of
nstance wh
vational acti
y for instan
estigator obs
ion.
o not change
or areas obs
nvestigation.
22
ey are
e used
ho the
ulness
nts or
omena
direct
en an
vities.
nce in
serves
e their
served
3.8
The a
throu
office
The s
empl
empl
illustr
asked
up fr
order
The a
unde
to th
Ericss
3.9
This s
concl
analy
3.9.
It is b
dealin
inves
the in
store
alway
can c
. Metho
analysis is ba
ugh data col
e in Ericsson
structure of
oyees’ attitu
oyees durin
rations. How
d directly. Th
ront. Instead
r to provide
analysis is d
r each topic
e illustration
son is doing
. Qualit
subsection d
lusions of th
ysis affects th
1. Validity
believed that
ng with the s
stigated, bias
nterviews is
ed systemati
ys leaves the
change his v
odology
ased on know
lection. Furt
has provide
the analysis
ude towards
ng interview
wever, some
his is because
d, related bu
an answer to
divided in to
. Knowledge
ns, and follo
right and wh
ty assur
deals with th
he thesis are
he quality of
y and reli
t the intervie
subjects of t
s may be pre
ensured th
cally in a d
e possibility f
view of thin
y regard
wledge from
thermore, sp
d an extra in
s is based o
s a relevant
ws have bee
questions a
e some of th
ut more obje
o the origina
opics and at
from the th
wed by a m
hat they are d
rance
e quality of
based on th
the findings
iability re
ews are of hi
this analysis.
esent which h
rough the n
atabase so
for a certain
ngs over tim
ding the
the theory s
pending eve
nsight which
n several sm
t topic relate
en quantifie
answered in
he questions
ective quest
al question.
least one o
heory section
more elabora
doing wrong
the collected
he analysis,
s in this thesi
egarding
gh validity a
However, a
has led to ca
notes of the
nothing is l
degree of u
me, his mem
analys
sections com
ery day for t
is also includ
mall statistic
ed to the tr
d and form
the statistic
would be in
ions have be
or more stat
n regarding t
ted compari
g.
d data and t
the quality o
is.
interview
s the employ
s these emp
aution and co
interviews a
lost or mixe
nreliability. T
mory may n
is
mbined with k
wo and a ha
ded in the an
al illustratio
ransformatio
m the base
al illustratio
appropriate
een asked a
tistical illustr
he specific to
ison in orde
he conducte
of the data c
ws
yees intervie
ployees are in
onsideration
and by the f
ed up. Cond
This is becau
ot be exact
knowledge g
alf months a
nalysis.
ons that sho
on. Answers
of the stat
ons have not
to ask empl
and interpret
ration is inc
opics is com
r to identify
ed analysis. A
collection an
ewed are the
nvolved in w
n. The reliabi
fact that the
ducting inter
use an interv
t and peopl
23
gained
at the
w the
from
tistical
t been
oyees
ted in
cluded
pared
y what
As the
nd the
e ones
what is
ility of
ey are
rviews
iewee
e can
misun
the c
all int
other
to tria
3.9.2
It is
inves
us ha
Furth
these
creat
appro
docu
3.9.3
There
sectio
proce
Besid
some
signif
datab
uncer
repor
there
new
Becau
there
nderstand ea
conversation
terviews exc
r hand, as al
angulate the
2. Validity
assumed th
stigation. On
ave been use
hermore, as
e are valid a
te an under
opriate to at
ments that a
3. Validity
e is a bit unc
on 3.7.2 the
esses, a data
des a lack o
etimes an a
ficantly redu
base are beli
rtainty rega
rting to the
efore its valid
evidence bu
use of this,
efore archiva
ach other. Th
is held in a
cept one. Th
lmost every
e findings fro
y and reli
hat every do
ly document
ed and this h
only docum
nd truthful.
rstanding of
ttach them i
actually has b
y and reli
certainty on
archival dat
abase showi
f motivation
ctual incent
uces the val
ieved to be a
rding the tim
e system is
dity is reduc
t merely use
we do not
al data is not
he chance of
non‐native
his has defin
interviewee
om the interv
iability re
ocument use
ts from Erics
as also mad
ments comin
However, a
f Ericsson a
n the appen
been relevan
iability re
the validity f
ta mainly co
ng the finan
n in general
tive for not
lidity of the
accurate and
me reporting
voluntary. T
ed. As ment
ed in order t
find it appr
attached in
f misunderst
language fo
itely weaken
e were asked
views which
egarding
ed in the p
sson’s intran
e it easy to i
ng from Eric
as the docum
nd the tran
ndix. Further
nt has been i
egarding
for some of
nsists of dat
ncial circums
for reporti
reporting t
ese numbers
d thus maint
g system. Th
This means
tioned earlie
to confirm o
ropriate nor
appendix.
tanding each
r both parts,
ned the qua
d the same q
has made th
documen
process of th
et and docu
identify the s
sson have b
ments have
nsformation
rmore, the s
included in t
archival r
the archival
ta from a da
stances and
ng, it has b
to the sales
s. However,
tain a high de
he system is
that the re
er the archiva
r deny some
relevant as
other furthe
, which has
lity of the in
questions it h
hem more re
nts
his thesis is
ments delive
sender and i
been used it
been used m
process, w
mall amoun
he thesis.
records
data. As me
tabase keep
one showin
een discove
process da
numbers fr
egree of vali
s only a few
eporting dat
al data has n
e statements
s evidence fo
er increases
been the ca
nterviews. O
has been po
eliable.
relevant fo
ered persona
intended rec
t is assumed
mainly in ord
we do not f
nt of content
entioned bef
ping track on
ng time repo
ered that th
atabase. Thi
rom the fin
idity. There i
w months ol
ta is random
not presente
s from emplo
or the thesi
24
when
se for
On the
ossible
or the
ally to
ceiver.
d that
der to
find it
t from
fore in
n sales
orting.
ere is
s fact
ancial
is also
d and
m and
ed any
oyees.
is and
3.9.4
Durin
study
obser
plann
there
were
by th
3.9.5
Ericss
than
empl
impo
empl
durin
has b
objec
bene
depa
thus
Bias f
or pr
earlie
how
used.
analy
look
entire
impo
exper
4. Validity
ng our stay a
y. The obse
rvations wer
ned. This, co
eby making i
made witho
e actual obs
5. Bias re
son was ente
what is com
oyees are sa
rtant that w
oyees witho
ng interviews
been overhe
ctive perspe
ficial for Eri
rtments who
Ericsson and
from our ed
rocess relate
er during oth
these proje
. Although
yses, it shoul
like problem
ely different
rtant to kee
riences.
y and reli
at Ericsson, m
ervations m
re made as
ombined with
t possible to
out people n
erving, and t
egarding
ered more o
mmonly kno
aying and on
we, as inves
out critically
s, but also du
ard, when in
ctive is not
csson and o
o have affec
d other organ
ucational pa
ed problem,
her projects
cts or busin
experience
d not restric
ms experienc
t and woul
ep an objecti
iability re
many observ
ade are be
causal direc
h the fact th
o blend in w
noticing it. T
thus maintai
the analy
or less witho
own. The kn
information
tigators, did
assessing t
uring random
nternal state
maintained
other organiz
cted us the m
nizations.
st also plays
it is inevitab
or business
ness cases w
is a good
ct one in futu
ced later, bu
d therefore
ve angle wh
egarding
vations were
elieved to c
ct observatio
hat we had o
with the natu
This means t
in a high deg
ysis
out any prior
nowledge ob
n from the in
d not adopt
them in adv
m conversat
ements were
, the analys
zations. It m
most, but pe
s a part in th
ble not to lo
s cases. By d
were solved
and indispe
ure assignme
ut the under
e require an
hen conducti
direct ob
made where
contain a h
on, meaning
our base in t
ral environm
hat the obse
gree of validi
r knowledge
btained abou
nternet and E
the opinion
vance. This h
ions, when c
e posted on
sis and the f
may be benef
erhaps not fo
he analysis. W
ook back at
doing that, fo
and which
ensible thin
ents. Problem
rlying reason
nother appr
ng analyses
servation
eof a few are
high degree
that they w
the office fo
ment meant
ervations we
ty.
about the o
ut Ericsson i
Ericsson’s int
ns and attitu
has not only
conversation
the intranet
findings may
ficial for tho
or the entire
When facing
similar prob
ocus immed
academic th
g when con
ms experienc
ns for these
oach. Becau
and not be
n
e relevant fo
of validity
were not off
or several mo
that observa
ere not influ
organization
is based on
tranet. It has
udes of Erics
y been impo
ns between o
t and so on
y not be ge
ose people o
e departmen
an organiza
blems experi
iately switch
heories that
nducting fu
ced earlier m
can howev
use of that,
blinded by e
25
or this
y. The
ficially
onths,
ations
enced
other
what
s been
sson’s
ortant
others
. If an
enuine
or sub
nt and
ational
enced
hes to
were
lfilling
maybe
er, be
, it is
earlier
The n
to ex
same
preju
answ
There
collec
need for an
pose a preju
e time over
udiced. This
wers instead
efore it is im
ction.
unbiased ap
udiced pheno
rlook other
is reflected
of using th
mportant fo
proach also
omenon crea
important
d when an
he opportun
r us to mai
concerns th
ates the pos
evidence, a
investigator
nity to get
intain an ob
he data colle
sibility of fo
as focus is
asks leadin
the intervie
bjective app
cting. Collec
rcing the evi
narrowed d
ng questions
ewee’s view
roach during
cting data in
idence, and
down to wh
s, forcing sp
w on the su
g the entire
26
order
at the
hat is
pecific
ubject.
e data
4. The t
ident
reque
have
first s
subse
4.1
This
inves
solut
opini
exist
gene
When
consi
same
mana
be in
mode
They
estim
mode
throu
sectio
the p
based
speci
state
theor
Theotheory secti
tified two se
ests guidanc
identified “c
subsection o
ection on sol
. Chang
section dea
stigation on
ions rather t
on, many of
regardless o
ral and is no
n a transform
deration. Di
e ‐ although
agement, Joh
ncorporated
el. The sectio
have develo
mated. The p
els, but rath
ugh based o
on will conta
processes of
d especially
fic actions t
ment reque
ries are high
ory on is divide
eparate topic
ce on how or
change” and
of the theory
lution sales.
ge mana
als with ch
how large
than just pro
f the proble
of the type o
t influenced
mation proje
ifferent theo
they are d
hn P. Kotter
in this secti
on will also c
oped a mode
purpose of th
er to descri
on research
ain theories
f change ma
on theories
they believe
est an invest
hly relevant.
ed into two
cs related to
rganizations
“solution sa
y section wil
agemen
hange mana
business‐to
oducts, this s
ms related t
of change. T
by the type
ect is to be
orists focus o
escribed in
has identifie
on but they
contain theo
el from whic
his section h
be how a tr
from differe
from other
anagement (
from Kotte
e should be
tigation of h
The focus h
separate se
o our proble
should chan
ales” as bein
l be change
nt
agement. As
o‐business o
section focu
to a change
Therefore th
of change.
initiated ma
on different
various way
ed eight mist
y will not be
ory of Harold
h the possib
however, is
ransformatio
ent theorists
academic sc
(see referen
er and Sirkin
part of a t
how a speci
as been on
ections. This
em statemen
nge into bein
g the two to
managemen
s the prob
organizations
ses on the c
project are
is section de
any different
things, yet
ys. One of t
takes manag
e described
d L. Sirkin, Pe
bility of a suc
not to speci
on project sh
s. Besides th
cholars who
nces). The re
et al. is be
transformati
ific change s
both Kotter
has been d
nt. As the pr
ng based on
opics of great
nt and it will
lem statem
s should ch
changing asp
universal, m
eals with cha
things have
many basic
he authoriti
gers often ma
and structur
erry Keenan
cessful trans
fically descr
hould be set
hose already
have condu
eason for w
cause they p
ion process.
should be c
and Sirkin e
done as we
roblem state
solution sale
t importance
l be followed
ment reques
ange into s
pect of this.
meaning that
ange proces
e to be take
elements ar
ies within c
ake. His view
red as in his
and Alan Jac
sformation c
ribe or apply
t up and fol
y mentioned
ucted resear
why this sect
provide tool
. As the pro
carried out,
et al. as they
27
have
ement
es, we
e. The
d by a
ts an
selling
In our
t they
sses in
n into
re the
hange
ws will
s own
ckson.
can be
y such
lowed
d, the
rch on
tion is
ls and
oblem
those
y each
have
a cha
4.1.
Accor
descr
detai
pictu
press
(Long
comp
can
gover
These
decad
such
In ge
succe
tomo
envir
conti
be ab
for a
comp
chang
isolat
equil
mode
that
(Rom
trans
a different a
ange wherea
1. Introdu
rding to Lew
ribes it as “u
ls. However,
re on what
sure rather t
g and Spurlo
panies to de
be initiated
rnmental an
e environme
des and due
environmen
neral being
essful transf
orrow. There
onment is a
nuously ada
ble to perfor
a new one.
panies shoul
ge or how t
ted change
ibrium mod
el depicts or
are interru
manelli and T
sformation p
approach to
s Sirkin et al
uction to
win, a chang
unfreeze – m
, it will be int
t a change
han an inter
ock, 2008).
velop faster
d by chan
d political re
ental chang
e to the eve
ntal changes
responsive a
formation. A
efore, to be
a crucial ab
aptation (We
rm transform
Therefore,
d strive for.
to master it.
wherefore
el and not
rganizational
upted or pu
ushman, 199
rocess that a
the topic. Ko
. concentrate
change m
ge consists o
move – freez
tegrated in t
consists of.
rnal desire to
The globali
and faster i
ges within
egulations et
es have init
r increasing
will be signif
and adaptive
A transforma
flexible and
ility (Brown
eick and Quin
mation projec
change sho
However, t
. In line with
focus will
the ability t
l change as
unctuated b
94). The foll
are importan
otter focuses
e on the mo
managem
of moving fr
e” (Weiss, 2
this section a
Most chan
o change (Ko
zation and
in order to b
a market
tc. or simply
tiated many
speed of in
ficant in the
e is not only
ation that s
d able to co
n et al., 199
nn, 1999). O
cts successfu
uld be an i
his section w
h the proble
be on a c
to change co
being relativ
by relatively
lowing subse
nt in order to
s more on th
re tangible a
ment
rom one situ
2001). This m
as it, in our o
ge efforts a
otter, 1995),
the increas
be successfu
situation,
y forced by d
y transforma
ndustrial cha
future.
y about being
eems obvio
onstantly ada
97). The ide
Of course it i
ully, but afte
incorporated
will not deal
em statemen
change pro
ontinuously.
vely long per
y short bur
ections will d
o make it suc
he human be
aspects of a c
uation to an
model will no
opinion, prov
are initiated
(Goodstein
ing competi
ul. This need
technologic
declining rev
ation efforts
nge the abil
g able to ma
usly right to
apt to the c
al organizat
s important
rwards they
d culture an
l with theori
nt, this pape
cess within
The punctu
riods of stab
rsts of fund
describe diffe
ccessful.
ehavioral asp
change.
nother. His m
ot be describ
vides a good
d due to ex
and Burke, 1
ition have f
d for develop
cal opportu
venue or ma
s during th
lity to respo
ake one sing
oday may n
changing bu
tion is capab
for a compa
y need to be
nd an ability
ies on conti
er investigat
the punct
uated equili
bility (equilib
damental c
erent aspect
28
pect of
model
bed in
visual
ternal
1991),
forced
pment
nities,
argins.
e last
ond to
gle big
not be
siness
ble of
any to
ready
y that
nuous
tes an
tuated
brium
brium)
hange
ts of a
4.1.2
The f
activi
as th
to ma
order
4.1.2
When
are to
urgen
emph
as pe
feel t
2008
know
probl
oppo
leade
emph
on cr
can b
believ
an ex
result
a bad
trans
other
neces
Creat
mana
2. The un
first subsect
ities that sho
e unfreezing
ake a movem
r to identify w
2.1. Sense on it is decide
o be conside
ncy within t
hasize the im
eople in gene
that change
). Employee
wledge abou
lems or the
ortunities an
ers of the t
hasize the da
reating anxie
be necessar
ves that poo
xcellent tool
t is concrete
d business r
sformation s
r hand, a go
ssary but the
ting a suffic
agers. Also, t
nfreezing
tions will go
ould be start
g phase, mea
ment possib
what organiz
of urgencyed that a co
ered and ini
he organiza
mportance o
eral do not li
is the only
s and middl
t a given s
e consequen
d benefits a
transformati
angers of the
ety and fear,
y to drive p
or business r
to create th
e and cannot
result leaves
such as exte
ood business
en you posse
ient sense o
the top man
phase
o through th
ted or consid
aning that th
le. Theory o
zations shou
y ompany mus
tiated. One
tion. This m
f the transfo
ike change w
way forward
e managers
ituation and
nces if no a
as clearly eit
on summar
e future situa
, but due to
people out
esults can be
at sense of u
be misunde
s fewer reso
ernal consult
s result mak
es the resour
of urgency is
nagement ha
he initial ph
dered. This
he situation
on the prelim
uld do to pre
st undergo a
of them is,
means that t
ormation an
which is why
d (Kotter an
s do normall
d thus, are
action is ta
ther. Theref
rize what ha
ation if noth
the nature
of their com
e both a ble
urgency nee
erstood by em
ources for p
ting services
kes it very di
rces that cou
s not only i
as to be con
ases of a ch
preliminary
should be d
minary phase
pare themse
a significant
according to
the initiators
d its success
they fight it
d Schlesinge
ly not posse
not aware
aken. Most
fore it is im
as to be do
ing is done.
of humans a
mfort zone.
ssing and a c
ded for a hig
mployees an
possible inve
s, new IT so
ifficult to co
uld help the t
mportant am
nvinced that
hange and d
phase is wha
efrosted or
e is included
elves for a tra
transformat
o Kotter, to
s of the tran
s. This is inc
t or ignore it,
er, 1979), (Lo
ss the same
of the urge
likely, they
portant that
one and wh
This can see
and their so
Because of
curse. A bad
gh motivatio
d middle ma
estments tha
olutions, trai
onvince peop
transformati
mong emplo
change is t
describe diff
at Lewin ref
unlocked in
d in this sect
ansformatio
ion several t
create a sen
nsformation
credibly impo
t, unless they
ong and Spu
e informatio
ency level o
do not se
t the initiato
hy and espe
em harsh, foc
cial behavio
f this, Kotte
d business re
on. A bad bu
anagers. How
at could hel
ining etc. O
ple that cha
ion along.
oyees and m
the right and
29
ferent
fers to
order
tion in
n.
things
nse of
must
ortant
y truly
urlock,
n and
of the
e the
ors or
ecially
cusing
r, this
r also
esult is
siness
wever,
lp the
On the
nge is
middle
d only
thing
not e
In ge
than
who
need
4.1.2
When
shoul
impo
First
trans
can e
overa
way
empl
trans
clear
mean
decis
empl
g to do. If to
either.
neral creatin
launching in
have success
ed and the o
2.2. Vision n a transfor
ld be stated
rtant that a
and foremo
sformation. O
easily develo
all purpose is
the smaller
oyees. Con
sformation p
vision, the
ns that instea
ions themse
oyees and p
p managem
ng a sense o
nto the unkn
sfully engine
only right thi
and commmation prog
and it must
vision is cre
ost it helps a
Often a big
p in differen
s. With a clea
projects sh
nsiderable
processes, bu
coordinatio
ad of asking
elves. The
rovide a join
Fig
ent does no
f urgency is
nown” (Kotte
eered a crisis
ng to do.
unicationgram is initia
t clarify the
eated as it c
aligning emp
transformat
nt directions
ar vision for
ould be dire
costs are
ut if every in
on effort can
managers, e
following fi
nt direction.
gure 4, The impO
ot believe in
about “mak
er, 1995). Ac
s thereby con
ated, a visio
direction in
can help the
ployees and
ion consists
and even op
the overall t
ected. In ad
often asso
ndividual is a
n be consid
employees a
gure 4 sho
portance of havOwn constructio
the change,
king the statu
ctually, Kotte
nvincing staf
on for the co
which the c
e transforma
smaller sub
of several s
ppose each o
transformati
ddition, a vis
ociated wit
aware of the
erably redu
re, to a certa
ows how a
ving a good vison
, the employ
us quo seem
er refers to s
f and manag
ompany and
company ne
ation process
projects tha
small project
other if it is n
on it is more
sion also he
th coordina
e overall dire
ced (Kotter,
ain extent, a
good vision
ion
yees probab
m more dang
several comp
gers that cha
d the future
eds to move
s in several
at are part o
ts. These pr
not clear wh
e obvious in
elps the indi
ating peop
ection due t
, 1995). Thi
able to make
n can help
30
ly will
gerous
panies
nge is
plans
e. It is
ways.
of the
ojects
at the
which
vidual
le in
to the
s also
more
align
The v
impo
advan
other
Furth
frustr
A go
down
empl
resist
vision
coop
As m
direct
objec
possi
can b
Once
the t
news
comm
inform
be in
are a
with
afraid
Sirkin
up th
word
the d
vision shou
rtant that i
nce and lose
r hand, it can
hermore, it
rate and con
ood vision c
nsizing or ot
oyees and if
tance towar
n that the t
erative.
mentioned, it
tion. It has
ctives. Altho
ble. Accordi
be communic
e the vision h
transformati
sletter, ema
munication
mation meet
corporated i
addressed, g
the overall t
d of exagger
n et al. peop
he transform
ds, what can
direction of t
ld aim towa
t is realistic
e motivation,
n create opt
must be sim
nfuse.
can also hel
ther cost cut
f a downsizin
rds the tran
ransformatio
t is importan
to be easy
ough it mus
ng to Kotter
cated within
has been cre
ion. Commu
ail or inform
channels a
tings must b
in the daily c
general discu
transformatio
ating the ent
le feel a pro
mation three
be done sh
the transform
ards a drea
c as an unre
, thereby cre
timism and m
mple and ea
lp a compa
ttings. Such
ng is a specifi
sformation
on will lead
nt that a vis
y to commu
t be simple
r the process
five minutes
eated it is im
unicating th
mation arti
s possible
e used over
communicati
ussions abou
on strategy c
thusiasm an
per amount
times as mu
ould be don
mation, why
am‐like futu
ealistic visio
eating resista
motivation, m
asily unders
any go thro
initiatives w
ic consequen
project itsel
to a more
sion is simp
unicate and
e, it should
s of creating
s and receive
mportant to c
e vision is
cle on the
(Kotter, 19
and over to
ion and rout
ut how the
can be initiat
d support fo
of support f
uch as they
ne in order t
y it is necess
re situation
on would pr
ance (Conno
maybe even
standable in
ugh less po
will often fa
nce of a tran
lf. However,
pleasant sit
le, clear and
not be a s
appeal to
g a vision is n
e both under
communicat
not a mat
e intranet.
995). Newsl
get the mes
tines. In regu
processes o
ted. Leaders
or a transform
from leaders
would have
o communic
ary and how
which is s
robably disco
r, 1995). If it
for putting
order to m
opular phase
ce much res
sformation,
if it is obv
uation, peop
d leaves no
screed abou
as many pe
not complete
rstanding an
te it to the p
ter of send
It should i
etters, ema
sage through
ular meetings
r solutions s
and executi
mation initia
s when the le
thought ne
cate and info
w it should b
still realistic
ourage peo
t is realistic o
in an extra e
motivate an
es like emp
sistance from
it can even c
vious throug
ple may be
doubt abou
ut many diff
eople involv
ed until the
nd interest.
people involv
ding out a
involve as
ails, articles
h. The vision
s where pro
should be a
ives should n
ative. Accord
eaders are t
ecessary. In
orm people
be done. Res
31
. It is
ple in
on the
effort.
d not
ployee
m the
create
gh the
more
ut the
ferent
ved as
vision
ved in
single
many
s and
n must
blems
ligned
not be
ing to
alking
other
about
search
show
fully
is im
trans
Besid
actio
and m
word
act. N
much
4.1.2
It is i
espec
not d
whet
revie
(Sirki
the m
Besid
and m
way
estab
As th
impro
indica
be at
Apart
trans
creat
ws that some
understand
mportant th
sformation.
des commun
ns of leader
make decisio
ds (Kotter, 19
No amount
h. (Sirkin et a
2.3. Plan re
mportant th
cially import
derailed. Sirk
ther or not
ws exceed t
n et al., 200
more comple
des schedulin
managers to
whether or
blished in ord
hese milesto
ovement wil
ators are ex
tached to th
t from the fa
sformation p
te an extra a
resistance t
what or why
at everybo
icating this
s and initiat
ons, non‐con
995). Theref
of support
al., 2005)
views and
hat a transfo
ant to sched
kin et al. hav
a transform
two months,
05) Therefore
ex a transform
ng reviews it
o take on a l
not they ar
der to keep
nes are part
ll automatica
pected to im
hese.
act that mile
process, it is
amount of c
to change is
y they should
dy understa
verbally and
ors. There is
nsistently wit
fore, leaders
to the trans
milestones
ormation pro
dule evaluativ
e shown tha
mation is go
, the possibi
e, it is impo
mation is, th
t is importan
arge transfo
re doing the
people moti
ticularly imp
ally rise to th
mprove withi
stones can h
also the bes
confidence a
caused by m
d change (Ko
ands the v
d in writing t
s nothing mo
th the overa
s must take
sformation,
s
ocess is plan
ve reviews t
at the durati
ing to succe
ility of failur
rtant that re
e more often
nt to create m
ormation pro
e right thing
ivated and t
portant they
he surface. I
in a fairly sh
help people e
st way for ex
and recognit
misunderstan
otter and Sc
vision and
the vision m
ore destruct
all strategy a
the front an
especially fr
ned out tho
o make sure
on between
eed. When
re will increa
eviews are s
n should it b
milestones. I
ocess if they
g. Because o
o reassure t
y must be cr
It must be co
hort period o
endure the p
xecutives to
ion from sp
ndings and th
hlesinger, 19
the basic e
must also be
ive than wat
and vision an
nd set an exa
rom top ma
roughly in th
the transfor
reviews is a
the period
ase exponen
cheduled re
e reviewed.
t can be tou
y are not con
of that, mile
he direction
reated instea
onsidered w
of time and m
psychologica
evaluate th
onsors or st
hat people d
979). Theref
elements o
supported b
tching leade
nd thus thei
ample for h
anagement,
he beginning
rmation proc
a critical fact
of time bet
ntially from t
elatively ofte
ugh for empl
nfirmed alon
estones shou
of the proc
ad of hoping
which proces
milestones s
l aspects of
he progress.
takeholders
32
do not
ore, it
of the
by the
ers act
r own
ow to
is too
g. It is
cess is
tor for
tween
there.
n and
oyees
ng the
uld be
esses.
g that
ses or
should
a long
It can
when
impo
wake
at th
canno
keep
4.1.2
Accor
be m
resist
espec
there
Burke
learn
one‐o
it can
are o
often
their
suppo
most
are b
even
and w
differ
abou
that t
skills
respo
chang
prepa
rtant milest
e interest wit
e time, sho
ot be so sm
a balance be
2.4. Help an
rding to Spu
met with a g
tance is caus
cially wheth
efore import
e, 1991). Suc
ing program
on‐one educ
n in some cas
of course rel
n, those conv
role in the
ort which ca
people do n
better at it t
like the cha
will not emb
rently as we
t a transform
they are not
the transfo
onsibilities. E
ge itself ma
ared to offer
ones are rea
thin everybo
uld help pe
mall that they
etween bein
nd train peo
rlock and Lo
greater satis
sed by peop
her they are
tant to set u
ch training p
ms, instructio
cational and
ses be the be
evant when
versations w
transforma
an be given
not like chan
han others.
allenge, but a
race change
ell. Those pe
mation initia
t able to per
ormation req
Even though
ay sometime
r personal ed
ached and c
dy involved
ople overco
y are not int
g manageab
ople
ong transform
faction and
ple being ins
e able to do
up and plan
programs ca
n books etc.
guiding conv
est way to so
an individua
will be neede
ation. Those
through pe
nge. Howeve
Some peopl
at the same
e. Different p
eople who d
ative at their
rform the ne
quires. They
a change se
es create an
ducation thro
confirmed. A
they have to
ome the pro
teresting. Th
ble and notic
mation initia
acceptance
secure abou
o what is ex
n a compreh
n consist of
. However, t
versations. T
olve the pro
al employee
ed due to un
people will
ersonal one‐
er, everybody
le are not to
time most
people that a
do not like c
r work place
ew tasks and
y may also
eems to be a
xiety. Mana
ough one‐on
As reaching a
o be of certa
ocess by tak
he size of th
eable.
tives which
e from empl
t what is go
xpected (Spu
hensive train
f group train
raining can a
This can be a
blems at han
e should hav
ncertainty fr
l, besides te
on‐one educ
y has an abi
oo intimidat
other people
are exposed
change will o
e. They fear
d that they a
feel appreh
a positive thi
agers must b
n‐one conver
a milestone s
in significanc
ing one step
he milestone
include train
oyees. This
oing to happ
urlock and L
ning program
ing, informa
also take the
a very expen
nd. One‐on‐o
e some very
om specific
echnical trai
cation. As m
lity to chang
ed with cha
e like having
to change w
often be sca
personal fai
are not able
hensive abou
ng for every
be aware of
rsations.
should be a
ce. Although
p at a time,
es must ther
ning program
is because
pen and how
Long, 2008)
m (Goodstei
ation meetin
e form of pe
nsive metho
one conversa
y special skil
employees
ning, need
mentioned e
ge, although
nge and som
g familiar ro
will allegedly
ared and ins
ilure, for ins
to learn the
ut new or b
yone involve
f this fact a
33
ble to
h they,
, they
refore
ms will
some
w, and
. It is
n and
ngs, e‐
rsonal
d, but
ations
lls but
about
moral
arlier,
some
me do
utines
y react
secure
stance
e new
bigger
d, the
nd be
4.1.2
The a
trans
starti
initiat
throu
4.1.3
The f
movi
phase
initiat
the a
4.1.3
Over
“Soft
2005
chang
them
both
capab
and m
4.1.3
When
that
objec
involv
struct
1 Tran
2.5. Commeaspects men
sformation p
ing to under
ted before t
ugh the movi
3. The mo
following su
ng phase th
e should be
te or mainta
ctual transit
3.1. “Soft” atime much
” factors inc
). Neverthel
ge. These fa
m in direct or
within and
ble of influen
motivating e
3.2. Structun focus is on
an adequate
ctives of the
ve the orga
ture must ad
nsition is when
ents to the ntioned in th
project. In t
rstand it and
the actual tr
ing phase as
oving pha
bsections de
he actual tra
e approached
ain. This sect
ion.
and “hard”focus has be
clude social
ess the “har
ctors bear th
r indirect wa
outside orga
ncing those
mployees fo
ure n the ”hard”
e organizati
e transforma
anizational s
dapt to thes
n the structur
unfreezinge past sub‐s
the prelimin
are getting
ransition1 in
well.
ase
eal with wh
ansition is m
d, what to
tion is releva
” factors een given to
aspects like
d” factors ar
hree distinct
ys. Second,
anizations. T
elements qu
r the change
” factors of c
onal structu
ation. It is o
structure as
se new tasks
al changes are
g phase sections sho
nary phase p
prepared. E
the unfreez
at Lewin re
made. The su
consider an
ant as it iden
o the so calle
motivation,
re also very
t characterist
companies c
Third and pe
uickly (Sirkin
e are often m
change man
ure is built a
often difficul
well. When
s in order fo
e implemente
uld be done
people are
ven though
zing phase, t
fers to as th
ubsections d
d which act
ntifies how o
ed ”soft” fac
leadership
important in
tics. First, co
can easily co
erhaps most
et al., 2005
more time co
agement it i
and that it i
t to implem
n employee
r people to
ed
e as prelimin
made aware
these prelim
they should
he moving p
describe how
tivities that
organizations
ctors of chan
and culture
n order to en
ompanies are
ommunicate
important,
). Soft factor
nsuming.
includes, am
s consistent
ment a major
s are gettin
feel that the
nary activitie
e of the ch
minary aspec
continue an
phase. It is i
w this transi
are importa
s should car
nge manage
etc. (Sirkin
nsure a succ
e able to me
their import
organization
rs such as tr
mong other t
t with the o
r change an
ng new task
ey have the
34
s to a
hange,
cts are
nd run
in the
itional
ant to
ry out
ment.
et al.,
cessful
easure
tance,
ns are
aining
hings,
overall
nd not
ks the
space
requi
relati
4.1.3
Also
many
throu
goals
applie
consi
the c
4.1.3
Besid
impo
prope
custo
etc. b
force
4.1.3
Durin
prelim
sched
educa
Accor
trans
maint
proce
lot of
becau
same
ired for the
ionships.
3.3. Measurmeasureme
y cases also b
ugh specific c
s, it would s
ed. This is o
stent with t
urrent situat
3.4. Tools des the fact t
rtant for em
erly. It can
omized IT sys
but most im
e unwanted b
3.5. Worklo
ng the actual
minary phas
duled review
ate employe
rding to Sir
sformation p
taining the
ess itself can
f extra work
use people
e salary, but
new routin
rements nt systems a
be necessary
communicat
seem odd, u
of course on
he transform
tion, that wil
that the phy
mployees to
be specific t
stem. It is of
portant, the
behavior.
oad
l transforma
ses are actua
ws that keep
ees in order f
rkin et al.
process is ru
daily routine
n take a long
is involved w
will not tole
t also becau
nes. This cou
and reward
y to change a
tion and trai
unserious an
ly the case i
mation, but s
ll rarely be th
ysical environ
possess the
tools that co
course poss
e tools must
tion process
ally execute
the transfor
for them to o
it is also i
unning, focu
es and tryin
time it is im
with the proc
erate that th
use it can b
uld for exam
systems are
and adapt to
ning to work
nd demorali
if these old
since the pu
he case.
nment or the
e right tools
ould make t
sible to alway
be sufficien
s it is import
ed and not l
rmation from
obtain the rig
important t
us is often
ng to implem
mportant tha
cess, it will p
hey suddenl
be too overw
mple be new
e part of the
o the change.
k in a certain
izing if the
measureme
urpose of the
e ”hard” fact
in order to
the new pro
ys get newer
t so they do
ant that all t
eft on the d
m derailing a
ght skills and
o maintain
given to bo
ment the cha
t it does not
probably crea
y have to w
whelming to
w structures
e “hard” fact
. If employee
n direction t
old measure
nts were no
e transforma
tors must be
approach th
ocesses easie
r and better
o not slow d
those activiti
desk. This is
nd the train
d work in the
a fair wor
oth running
anges. As th
t imply a lot
ate some res
work additio
o face a lon
s in the rep
tors. These w
es are encou
owards long
ements wer
ot actually al
ation is to c
e in place it i
he transform
er such as a
tools and sy
own proces
ies planned
s for instanc
ing program
e right direct
rk load. Wh
the compa
he transform
of extra wor
sistance. Thi
nal hours fo
ng transform
35
orting
will in
uraged
g term
re still
lready
hange
is also
mation
a new
stems
ses or
in the
ce the
ms that
tion.
hen a
ny by
mation
rk. If a
s is so
or the
mation
proce
Leade
chang
the n
indivi
remo
chang
force
costly
antic
they
et al.,
4.1.3
Durin
motiv
trans
trans
phase
proce
also b
and w
passiv
and e
matte
4.1.3
It is
trans
being
up ne
poor
Depe
ess, knowing
ers must the
ge processes
norm, the pr
iduals that a
oving their d
ge, should b
e in tough pe
y whether a
ipated, but
normally do
, 2005).
3.6. Maintaing the tran
vating and
sformation a
sformation t
e in order to
ess. This cou
be a person
when the tr
ve and thus
escalate and
er how impo
3.7. Having
also impor
sformation is
g part of the
ew compete
results, at le
ending on ho
g the worklo
erefore try to
s in the best
roject is likel
are especial
daily tasks in
be considere
eriods such a
a company
taking the la
o in order to
ining focussformationa
inspiring pe
and most im
hemselves.
o convert res
ld be a perso
who has bee
ransition is
creates resis
therefore, s
ortant he is (
patience
tant to be
s being impl
e implementa
encies and q
east in the b
ow the comp
oad will be
o divide the
t possible wa
y to face so
ly important
n order to h
d. The comp
as retired em
takes in ex
ast resort in
stay within t
s on the “sl process it
eople and co
mportantly,
Although se
sistance into
on who feels
en against th
actually carr
stance. Resis
such a block
Kotter, 1995
aware of t
emented. It
ation proces
ualifications
eginning, un
pany choose
huge, but n
tasks of run
ay. If the to
me problem
t for the tra
have them e
pany can als
mployees as
xtra labor o
ncluding hav
the schedule
oft” factort is importa
ontinuously
making sur
everal activi
motivation,
s blocked or
he change fro
ried out and
stance, even
ker must be
5).
the fact tha
is importan
ss (Goodstei
which is wh
ntil people ge
es to prioritiz
ot knowing
nning the co
tal workload
ms (Sirkin et
ansformation
exclusively fo
so think abo
s a way to re
or impleme
ving employe
ed time of th
s ant for lead
making sur
re that they
ties have b
some resist
cornered du
om the begin
d he has to
from a singl
confronted
at productiv
nt that this is
n and Burke
hy a compan
et more com
ze the daily
for how lon
mpany and
d increases m
al., 2005). If
n process, th
ocusing on i
ut taking in
elieve the w
nts the pro
ees working
he project, c
ders and m
re that they
y continuou
een done in
tance can sho
ue to structur
nning but ne
act accord
le individual
and if neces
vity can dec
s recognized
, 1991). It ta
ny is most lik
mfortable wit
routines in o
ng (Kotter, 1
implementin
more than 1
f there are c
he opportun
implementin
some extra
work pressure
oject slower
much more
can be fatal (
managers to
y understan
sly adapt t
n the prelim
ow up later
ral changes.
ever said any
ingly, he re
only, can de
ssary remove
crease whe
d and accept
akes time to
kely to face
th their new
order to kee
36
1995).
ng the
0% of
ertain
nity of
ng the
work
e. It is
than
e than
(Sirkin
keep
d the
o the
minary
in the
It can
ything,
mains
evelop
ed, no
n the
ted as
o build
some
tasks.
ep the
comp
well.
proce
poor
The a
as m
becau
trans
opini
proje
they
revie
mana
to ma
organ
won
squan
won.
decla
fatal.
4.1.4
This
comp
to ma
4.1.4
A tra
imple
trans
and d
chang
pany running
If a compan
esses instead
results in th
actual transf
entioned be
use it is in
sformation e
ons have to
ect starts to d
must mainta
ws. If these
agers and lea
ake it right. A
nization seem
can be ca
ndered away
A transform
are victory w
4. The Fr
phase Lewin
pany has mo
ake it stick a
4.1. Makingansformation
emented be
sformation is
do what we
ge anymore
g versus the
ny chooses
d, hoping the
e given perio
formation pr
e a very long
n this phas
employees m
change as w
drag on that
ain focus on
reviews sho
aders must e
At the other
ms to make
tastrophic (
y large transf
mation proje
when a long t
eezing ph
n refers to
oved in term
nd not slide
g the changn process is
ecome the
s completed
used to”. Th
. The chang
implementat
not to prior
e implement
od.
rocess, corre
g process de
se employe
must learn m
well and tha
managers a
the actual p
ow no progre
evaluate and
end of the s
great progre
(Kotter, 199
formation pr
ect can be p
tough battle
hase
as the free
s of processe
back into th
ge stick s not compl
operating s
it is importa
he change m
ge should be
tion process
ritize the da
tation can be
esponding to
epending on
ees have to
many new th
at may take
re not impat
progress that
ess or that th
d identify wh
scale it is also
ess. While ce
95). Accordi
rojects beca
prolonged a
e suddenly fa
ezing phase.
es, methods
e old situatio
etely carried
standards (
ant not to sa
ust be so de
ecome “the
ses, it can ha
ily operation
e done faste
o the moving
n the size an
o change w
hings, but so
even longer
tient or start
t is made an
he project is
hy this is the
o important
elebrating a
ing to Kott
use they too
nd therefore
aces success
This relate
s and structu
on.
d out until
Goodstein a
ay: “Well, tha
eeply rooted
way we do
ve an impact
n, but focuse
r, it will prob
g phase in Le
nd complexit
which takes
ometimes th
r time. It is i
doubting th
d document
moving in a
case and wh
not to get to
win is fine,
er, several
o soon thoug
e it can be
, but done t
s to the ide
ure, it must b
the new pr
and Burke,
at was it, now
that people
things arou
ct on the resu
es on the c
bably create
ewin’s mode
ty. It can be
time. Dur
heir attitude
mportant w
he change. In
ted in the pe
a wrong dire
hat could be
oo optimistic
declaring th
companies
ght the victor
very tempt
too soon it c
ea that afte
be frozen in
rocesses tha
1991). Wh
w we can go
e do not feel
und here” (K
37
ults as
hange
some
el, can
e slow
ring a
es and
when a
nstead
eriodic
ection,
e done
c if the
he war
have
ry was
ing to
can be
er the
order
at are
hen a
o back
it is a
Kotter,
1995
the s
for th
and t
chang
ones.
4.1.5
The f
Schle
conta
other
resist
as th
trans
resist
A cha
and s
some
resist
urgen
urgen
way f
applie
this i
resist
sever
resist
Accor
of th
extre
). In order to
uccess must
he success. I
that the com
ge. Whereve
.
5. How to
following se
esinger in th
ains some ve
r theories. T
tance in a tr
he problem
sformation a
tance (Kotte
ange project
strategies to
e activities a
tance. For i
ncy to create
ncy can prev
forward if th
es when it c
s done to h
tance create
ral things ar
tance.
rding to Kott
e continuum
eme. The le
o make sure
t be commu
It must be m
mpany would
er possible it
o tackle re
ction on how
eir 1979 art
ery specific r
This section r
ansformatio
statement
and because
r and Schlesi
will most lik
o tackle this
are done in
nstance, in
e the motiva
vent some p
he company
omes to trai
help people
ed by people
re done in o
ter and Schle
m represent
eft side of
that employ
nicated. Thi
made clear th
never have
t must be st
esistance
w to tackle
ticle; Choosi
research find
reveals some
n process in
requests gu
e transform
inger, 1979).
kely face hum
resistance.
order to en
the prelimi
ation a chan
eople from r
y wants to co
ining but als
understand
e who do no
order to bo
esinger a cha
s two differ
f the conti
yees do not f
s means tha
hat the new
been able t
tated that th
e in gene
resistance i
ng Strategie
dings that, in
e clues for w
n the best po
uidance on
ation effort
.
man resistan
In our opin
courage mo
inary, phase
nge project r
resisting as
ontinue to b
so creating a
the change
ot understan
oth help the
ange process
rent strategi
nuum repre
fall back into
at managers
w processes h
o achieve th
he new proc
ral
s based only
es for Chang
n our opinion
which strate
ossible way.
how organ
ts often run
nce at some
ion, it can b
otivation and
e managers
requires. At
it convinces
be successfu
vision and c
and align t
d the purpo
e transforma
s can be plac
ies on how
esents a v
o the old rou
must emph
have created
hem, had it n
esses are be
y on the vie
ge. This is be
n, should not
gies to use
This is relev
nizations sho
n into some
point. There
be difficult t
d understand
should esta
the same ti
them that c
ul or end the
communicat
hem, it also
ose of the ch
ation and pr
ced on a con
to tackle re
ery fast an
utines, facts
hasize the re
d the good r
never initiate
etter than th
ews of Kotte
ecause the a
t be blended
in order to
vant for the
ould carry
e kind of h
e are several
to define wh
ding or to r
ablish a sen
ime, this sen
change is the
e crisis. The
ting it. As mu
o prevents h
hange. In thi
revent and
ntinuum. Eac
esistance, at
nd well pla
38
about
easons
results
ed the
he old
er and
article
d with
tackle
thesis
out a
human
l ways
hether
educe
nse of
nse of
e only
same
uch as
human
s way
tackle
ch end
t their
anned
39
implementation of a change and the right side represents the opposite, a slow implementation
where everything is not planned out from the beginning. The fast implementation suggests a
harsh, brutal strategy towards resistance such as forcing people to adapt and cooperate. This
strategy can be attractive when the change is urgent and needs to be implemented as quickly
as possible. Slow implementation suggests a much more supportive and involving strategy
towards resistance. This strategy focuses on community and the idea that the best results are
made when people stand together. When people are resisting they should still be confronted,
but instead of giving them an ultimatum and forcing them to cooperate, they are enlightened,
involved, helped and trained as an attempt to have them support the change. Furthermore,
several of these things are done before the actual resistance emerges in order to minimize it.
Figure 5, Strategic continuum Source: Kotter and Schlesinger, 1979 Adapted
Figure 5 shows this strategic continuum. Below the continuum some factors are shown. These
factors have influence on where the implementation process should be situated on the
continuum. The arrows illustrate in which strategic direction the factors should lead the
implementation process.
In general, leaders should move as far to the right on the continuum as possible when
implementing change projects. To take community into account and create a joint idea of the
direction always leaves a bigger chance for success. Nevertheless, it should be noted that the
different strategies should be used depending on the situation which is why leaders should not
always choose the same strategy.
Much resistance anticipated
The resistors hold a lot of power
Initiators need a lot of help to change
The change is very urgent
Clearly planned Little involvement of others Attempt to overcome any resistance
Fast Slow
Strategic continuum
Not clearly planned in the beginning Lots of involvement of others
Attempt to minimize any resistance
Trans
into t
actua
worse
chang
quick
4.1.6
Chan
differ
later
not d
the ri
respe
of re
analy
from
Furth
which
would
As m
regar
trans
state
alway
rema
in ou
chang
sectio
appro
sformation p
the unknow
ally be. How
e than an u
ge processes
k implementa
6. Underl
ge managem
rent theorist
analysis. For
described in
ight people w
ected manag
moving them
yzing it in Eri
the top ma
hermore, we
h will make
d be inappro
mentioned in
rdless of the
sformation p
d in this sec
ys be necess
ain passive. T
ur opinion a
ge. We belie
on, both “ha
oach.
processes are
n. It is neve
wever, some
unknown fut
s, they consi
ation only cr
lying thou
ment is a larg
ts and merge
r this very re
this section
who drive an
gers should p
m from the
csson would
anagement t
are closely
it difficult t
opriate to ev
n the introd
e type of ch
rocesses are
ction, people
sary to create
Therefore, ac
always be va
eve that it is
ard” and “so
e difficult. An
r easy to fo
times comp
ture. No ma
st of several
reates an illu
ughts
ge and wide
e it into one
ason some a
. Both Kotte
nd manage a
pull the tran
daily operat
d be difficult.
to be able t
connected t
to collect va
aluate their
uction, this
hange as it
e universal. T
e do normal
e an incentiv
ctivities like c
aluable to a
the same ca
oft” factors w
ny change is
resee how p
panies are fo
atter which
l steps, and s
sion of spee
area. Howev
e section tha
areas and sp
er and Sirkin
a change pro
nsformation
tion of the c
. This is beca
to investigat
o those lead
alid informat
person and
section dea
is our opini
The reason fo
lly not like c
ve for people
creating a se
a transforma
ase with ma
which is wh
difficult and
people will r
orced to cha
strategy co
skipping som
d.
ver, it is tried
at is made a
ecific theorie
et al. focus
oject. They b
through and
company. Th
ause our ana
e the select
ders driving t
tion on thes
leadership s
als with cha
on, that ma
or why we ha
change and
e to change.
ense of urgen
ation proces
any of the ot
y this sectio
d it requires c
react and wh
ange as stan
mpanies app
me of these in
d to mix spe
s relevant a
es of change
on the idea
believe that t
d leaders sho
his aspect is
lysis will be c
tion process
the transform
e people an
kills.
ange manage
any problem
ave this opin
reject it, and
If this is not
ncy and moti
ss, regardles
ther factors
on has been
courage to la
hat the resu
nding still c
ply to imple
n order to m
ecific content
as possible fo
e manageme
a that it shou
the best and
ould not be
not describ
conducted t
of these pe
mation in Er
nd furthermo
ement in ge
ms which oc
nion is becau
d therefore
t done peop
ivating peop
ss of the ty
mentioned i
given a uni
40
aunch
ult will
an be
ement
make a
t from
or the
nt are
uld be
d most
afraid
bed as
oo far
eople.
icsson
ore, it
eneral
cur in
use, as
it will
le will
ple will
ype of
in this
versal
4.1.7
This s
The f
claim
valid,
There
desire
based
Neve
on th
Both
or no
trans
of Ko
not b
4.2
This s
comp
state
solut
regar
effect
as al
organ
intera
organ
this s
would
descr
7. Implica
section is ba
findings on
ms, conducted
, it does not
efore it is n
ed effect on
d on 225
ertheless it st
hese findings
Kotter and S
ot. However,
sformation. T
otter or Sirkin
be able to for
. Soluti
section will
panies are m
ment reques
ion sales, th
rding strateg
tively integr
l academic
nizations an
act with eac
nizational str
specific type
d change int
ribed in this s
ations
sed mainly o
which Kotte
d over a 15 y
t mean that
ot certain t
all organizat
change init
till does not
.
Sirkin et al.
, none of th
This means t
n et al. it wou
resee wheth
on sale
contain a d
moving towa
sts an invest
his section w
gy, compete
ated. This se
theory rela
d therefore
h other. Sm
ructure for w
of companie
to being bas
section.
on the views
er bases his
years period
all organizat
hat the adv
tions. The sa
tiatives whi
guarantee t
base their co
em further e
hat if an org
uld not be ab
er it would b
s
escription o
ards this pa
tigation on h
will describe
ence and or
ection exclus
ted to this
it is possib
all or middle
which reason
es. However,
sed on soluti
s of Kotter a
s views con
d. While this
tions will rea
ice Kotter g
ame counts f
ich does m
that every or
onclusions o
elaborate or
ganization ru
ble to forese
be satisfying
of what the
articular typ
how organiza
e what orga
rganizationa
sively focuse
subject has
ble to emph
e sized comp
n it is not ap
, it is our bel
ion sales, th
nd Sirkin et
sist of seve
certainly ma
act as those
gives, based
for Sirkin et a
make the c
rganization w
on whether c
r define wha
ns a transfo
ee the extend
or not.
concept “so
e of sale. F
ations shoul
nizations sp
l structure
es on large o
s been cond
asize how d
panies often
ppropriate to
ief that if sm
ey should ha
al and their
ral investiga
akes the ove
included in
on his findi
al. However,
onclusions
will benefit f
companies ex
at they belie
rmation base
d of the succ
lution sales”
Furthermore,
d change int
pecifically sh
in order to
organizations
ducted by in
different dep
do not have
o apply the
mall or middle
ave the sam
research fin
ations, doze
erall findings
Kotter’s an
ing, will hav
, their findin
very comp
from advice
xperience su
eve is a succ
ed on the fin
cess and ther
” entails and
, as the pro
to being bas
hould change
get the co
s. This is the
nvestigating
partments s
e the same ty
theory direc
e sized comp
me overall foc
41
dings.
ns he
quite
alysis.
ve the
gs are
elling.
based
uccess
cessful
ndings
refore
d why
oblem
sed on
e into
oncept
e case
large
should
ype of
ctly to
panies
cus as
Solut
been
going
were
First,
of so
havin
hypot
which
schol
comp
and t
probl
we be
4.2.
Due t
innov
keep
indus
comp
Most
and f
and e
comm
expen
imple
comp
tradit
they
be m
tion sales is
developed a
g through th
made to th
a theoretica
lution sales.
ng a solutio
thesizes. Als
h need mor
ars and con
panies which
the theory i
lem stateme
elieve that a
1. What is
to the increa
vation, organ
being succe
stry where
petition is re
t companies
furthermore
efficiency as
mon. Years a
nsive and be
emented if a
petitive pres
tional organ
are replacin
ore responsi
a relatively
after 2000. T
e articles on
e same auth
al type of the
They have m
on selling a
so, the theor
re attention
nsultancy co
h try to oper
s therefore
ent requests
practical an
s solution
asing globaliz
nizations nee
essful. The gl
companies
ducing the p
today have
it is getting
production
ago, these ph
e more effe
a company w
ssure, a gr
nizations and
g them with
ive to the cu
new subject
This makes th
n solution sa
hors. Neverth
eory, conduc
mainly been
approach, b
ry focuses o
. Second, a
mpanies. Th
ate solution
often more
guidance fo
gle to solutio
n sales?
zation and le
ed to differe
obalization h
can respo
prices on pro
an opportu
harder for c
philosophies
hilosophies w
ective than t
wants to be
owing num
d cultures w
h a new busi
stomers’ nee
t. Because o
he amount o
ales on acad
heless, this s
cted by acade
investigating
ut with em
n identifying
a more prac
his type of t
sales. This i
explicit on
r organizatio
on sales is al
evel of comp
entiate them
has increase
ond quickly
oducts and st
unity to mov
companies t
s like LEAN a
were implem
the competit
an equal co
ber of corp
which are ba
iness model
eds (Day, 20
of this, most
of theory wo
emic databa
section is ba
emic scholar
g different c
mphasis on
g new resea
ctical type d
theory descr
is often don
what should
ons on how t
lso importan
petition comb
mselves from
d the compe
to other c
till leaves hig
ve their prod
to differentia
and Six Sigm
mented in ord
tors. Today
ompetitor. A
porate man
ased on selli
that include
008).
theory on s
rk very limite
ases, a lot of
sed on two
rs trying to d
ompanies tr
confirming
rch question
developed b
ribes what h
e from a cas
d practically
to carry out
nt for this sec
bined with in
their compe
etitive pressu
companies’
gh demands
duction to lo
ate themselv
ma are gettin
der to be ab
efficiency in
s a respond
nagers are
ng specific
es new struc
solution sale
ed and in ge
f cross‐refer
types of the
develop the t
rying to adap
or disconfi
ns within the
by both aca
has been do
se study app
y be done. A
a specific ch
ction.
ncreased spe
etitors in ord
ure by creat
innovation.
regarding q
ow cost cou
ves regardin
ng more and
ble to produc
nitiatives mu
to the incre
dismantling
products. In
ctures design
42
es has
eneral,
rences
eories.
theory
pt into
rming
e field
demic
one in
proach
As the
hange,
eed of
der to
ing an
. This
uality.
untries
g cost
more
ce less
ust be
easing
their
nstead
ned to
The s
a firm
the fi
delive
and b
As a
sales
towa
Mars
to be
and c
The l
refer
the fo
is to
oppo
layma
the b
This i
a valu
opera
mark
dema
In ge
Follow
tradit
2 Sale
success of th
m’s sales org
irm and sale
ering superio
by doing so, a
result of the
department
rds a more
hall, 2005, S
e customer o
create desira
iterature do
red to as “co
ollowing pro
enable the s
rtunities tha
an’s terms, s
basis of a tho
is often best
uable service
ating on con
ket, and due
and (Day, 20
eneral, whe
wing figure
tional sales f
s based on pr
hese efforts i
anization. La
s organizatio
or customer
also increase
e overall cha
t have chang
e strategic,
Sheth and Sh
oriented and
able solution
oes not provi
onsulting sal
ovides a good
sales process
at customer
solutions sale
orough custo
t suited finan
e to their pr
nverging ma
to thorough
08).
n changing
6 shows how
focus.
roduct and pri
is increasing
aForge et al s
on is to deliv
value, firms
e their custo
anges in bus
ged from an
customer‐fo
harma, 2008
to help the
s.
ide an exact
es” and “sys
d and clear d
s to build val
rs encounte
es exists whe
omer underst
ncial service
roducts. Furt
arkets as th
h market res
into selling
w the sales
ce alone
gly dependen
state that “T
ver superior
should be a
mer retentio
siness mode
n operationa
ocused and
8, Wotruba,
customers c
definition o
stem sales” i
description of
lue by under
er” (Storback
en organizat
tanding, and
companies o
thermore, so
ey are able
earch, also k
g solutions,
focus chang
nt upon sign
The driving fo
customer va
ble to increa
on (LaForge e
els, the role,
al, product‐b
customer r
1996). The m
create value
of the concep
n the literatu
f solution sa
rstanding an
ka et al. 20
ions are deli
d not just del
or manufact
olution sales
e to combin
know what c
the overall
ges within so
ificant transf
orce of the t
alue” (LaForg
ase their cust
et al., 2009).
function, an
ased, and tr
elational ro
main focus o
by understa
pt solution s
ure. Howeve
les. “The ide
d responding
011). In mo
vering a com
ivering a pro
uring compa
s often fit co
e skills from
customers an
sales focus
olution sales
formations w
transformatio
ge et al., 200
tomer satisfa
.
nd process o
ransactional2
le (Moncrie
of solution sa
anding their
sales which i
er, we believ
ea of solution
g to concern
ore practica
mplete soluti
oduct or a se
anies as it ca
ompanies th
m more than
nd end custo
s should ch
compared t
43
within
on for
09). By
action
of the 2 role
ef and
ales is
needs
is also
e that
n sales
ns and
al and
ion on
ervice.
an add
at are
n one
omers
hange.
to the
44
Figure 6 suggests a change in the sales focus from the manufacturer, which is a more
traditional and transactional focus, to the end-user as this can make customers more
competitive in the end-user markets. Furthermore, there is abundant evidence indicating that
the priority for major customers is customer understanding rather than simply buying products
(Piercy & Lane, 2009).
Even though solution sales occurs simple in figure 6, changing a business model from product
sales to solution sales is very difficult and will demand tremendous organizational changes.
Solution sale is about understanding the entire market from a holistic point of view and create
a strategy aligned with this view. Furthermore, solution sales involves being able to create and
sell solutions that fit the customers and can add value to their business. If this is done right it
will not only provide greater customer satisfaction and cooperation, but it will also provide the
possibility to affect the customers and thus the market in a desirable direction. This is because
having a holistic view of the market situation makes it possible for sales organizations to
identify new opportunities downstream in the supply chain all the way to the end-user market.
Following figure 7 shows this phenomenon.
Manufacturer
Manufacturer
Manufacturer
Customer
Customer
Customer
End-user
End-user
End-user
Turn product into cash flow
Customer satisfaction and
retention
Opportunities to make the
customer more competitive in
end-use markets
Traditional sales focus
New strategic sales focus
Figure 6, Changing the emphasis in strategic sales from manufacturer to end-user Source: Piercy & Lane, 2005
45
Figure 7, Market opportunities downstream in the supply chain Own construction
If the sales organizations hold a holistic view of the market they are able to spot new
technology or trends, which the customers are not able to see alone due to their focused
market view.
4.2.2. Uniting the sales- and marketing department
This section will show why and how leading scholars within the field of solution sales believe it
is important for the sales- and marketing department to change their ways of working. This will
be done by investigating the problems and challenges involved for the sales- and marketing
organization. Finally, there will be some elaboration on the importance of aligning these two
departments and on the challenges of making it work.
4.2.2.1. The change in sales capabilities
For a sales organization to be able to utilize the possibilities that lie within a solution selling
company, it needs to change from an operational focus towards strategic a focus which should
be aligned with the corporate strategy. The sales department should increasingly be involved
not only in executing strategy, but also in driving strategic initiatives towards both the
customers and the organization (Storbacka et al. 2011).
In 2007 Howard Stevens and Theodore Kinni concluded a study of 80,000 business buyers,
served by 210,000 salespeople in 15 different industries over a 14-year period to determine
what buyers typically define as value. They came up with seven main expectations buyers have
for their relationship with a salesperson: (Lane and Piercy, 2009)
Sales organization
Customers
End-users
1
2
3
4
5
6
7
This
trans
custo
organ
five e
For s
need
event
behin
Sales
as ind
the s
solut
an in
1. Be perso
committe
2. Understa
the custo
3. Be on ou
organizat
needs
4. Design th
features
customer
5. Be easily
within re
6. Solve our
to their b
their issu
7. Be creati
who brin
value
describes a
sactional sell
omer relatio
nizations nee
express the n
sales people
to act as
tual movem
nd the sales
people have
dicated befo
trategic app
ions for the
creased cust
nally accoun
ed to the cus
and our busi
omer’s comp
ur side – th
tion, and ope
he right app
and functio
r’s environm
y accessible
ach
r problems –
business prob
es, not just s
ve in respon
g them new
a customer
ling approac
nships. The
ed to chang
need for the
to be able
sensing org
ments within
people need
e always had
ore, they now
proach throu
customers.
tomer unde
ntable for ou
stomer and a
ness – to be
etencies, str
e salesperso
erate throug
plications – t
ons to the
ent
– customers
– customers
blems, and e
sell them pro
nding to our
w ideas to sol
environmen
ch, and it inv
seven point
e towards a
sales organ
to execute t
anisms for
the market
ds to react to
d a good und
w need to ha
ghout their
This ability t
rstanding an
ur desired re
accountable
e able to add
rategies, cha
on must be
gh the policie
the salespers
implementa
s expect sale
no longer bu
expect salesp
oducts
r needs – bu
lve problems
nt which is
volves subst
ts are a cle
a solution se
ization to he
the above m
their organ
t situation a
o this informa
derstanding a
ve a more st
own organiz
to create the
nd a strategi
esults – the s
for the achie
d value, the s
llenges, and
the custom
es and politi
son is expec
ation of the
espeople to
uy products o
people to dia
uyers expect
s, so creativi
radically di
tantially diffe
ear statemen
elling approa
elp the custo
mentioned d
ization. The
and the cust
ation.
and knowled
trategic appr
zation so the
e right soluti
ically adapte
sales person
evement
sales person
organization
er’s advocat
cs to focus o
ted to think
e product o
be constant
or services, t
agnose, pres
salespeople
ity is a majo
ifferent from
erent challen
nt from cust
ch. All point
omers impro
desirers from
y need to s
tomers, and
ge about the
roach. They
ey are able t
on should be
ed organizati
n is expected
must under
nal culture
te in his/he
on the custo
beyond tec
or service i
tly connecte
they buy solu
scribe, and re
e to be innov
r source of a
m the tradi
nges in man
tomers why
ts except nu
ove their bus
m customers
sense and n
the organiz
eir customer
need to dist
to create the
e formed th
ion. This ma
46
to be
rstand
r own
omer’s
hnical
n the
d and
utions
esolve
vators,
added
itional
naging
sales
umber
siness.
, they
notice
zation
rs, but
ribute
e right
rough
akes it
possi
with
unde
Kinni,
fulfill
and c
abou
discu
be a
shoul
natur
Effect
to un
has c
consu
enha
and o
anoth
collab
secto
mind
focus
progr
“cons
progr
descr
ble for the o
visionary id
rstand the c
, they shoul
it. To be ab
customers s
t customers
ssed later in
continuous
ld also be co
ral and intuit
tive solution
nderstand the
conducted a
ultative. Pe
nce perform
outcome. He
her thing to
boration wit
or might be g
ed and not a
ses on four
rams are call
sulting orien
rams are sh
ribed.
organization
deas, servic
customers as
d have great
ble to fully ta
should be sh
s throughou
n this section
ly running p
ontinuously
tive.
n sales involv
e customer a
study where
lham invest
mance and p
e argues that
actually exe
h industrial
greater, as e
as customer
r programs
led “consulti
nted evalua
howed in fi
to not mere
ces or prod
s desired acc
t insight into
ake advantag
hared with t
ut the organ
n (see sectio
process and
adapted. Th
ves new imp
and to share
e he discusse
tigates whe
rofit by stud
it is one thin
ecute it, and
firms, and h
employees in
oriented as
to help de
ing oriented
ation” and
igure 8 wh
ely react to t
ucts. Ther
cording to th
o the custom
ge of this ins
the rest of t
nization is c
on 4.2.2.2). A
not a onet
his should m
portant skills
e the informa
es the impo
ether differe
dying if ther
ng to say and
d this needs
he argues tha
n the indust
for instance
evelop a mo
sales trainin
“consulting
ere the em
the custome
refore, if th
he study of H
mers’ strateg
sight, the gai
the organiza
called intern
As this inform
time inform
ake the solu
s from the sa
ation with th
rtance of tra
ent consulta
e is any cor
d know what
training. Pe
at the need f
rial sector a
e the service
ore solution
ng”, “post‐sa
oriented c
mphases on
ers’ needs, b
he sales peo
Howard Steve
gy and their
ned knowled
ation. Distrib
nal marketin
mation sharin
ation gather
ution creatin
ales people s
he organizatio
aining people
ative trainin
relation betw
t the custom
elham’s stud
for continuo
re very tech
e sector. In P
n selling org
le training le
compensatio
the differe
ut also cont
ople are ab
ens and The
needs in ord
dge about m
buting know
ng which w
ng process s
ring, the str
g processes
such as the a
on. Alfred Pe
e into being
ng program
ween the tr
mer wants, bu
dy is conduct
ous training i
hnical and pr
Pelham’s stud
ganization.
earning prog
on program”
ent program
47
ribute
ble to
odore
der to
market
wledge
will be
should
rategy
more
ability
elham
more
s can
aining
ut it is
ted in
in this
roduct
dy, he
These
gram”,
” The
ms are
Figur
As a
post‐
part o
and s
learn
effort
posit
provi
skills,
relati
findin
re 8, Links betw
result of the
‐sales trainin
of a coordin
skills develo
ing activities
ts of all sale
ive outcome
de feedback
, diagnostic
ionships are
ngs support
ween consultinga
e study, Pel
g have the s
ated progra
oped in initi
s designed to
espeople. He
es when thes
k to salespe
skills and pr
important
those concl
g oriented salend profitability
ham found t
trongest cor
m. The resu
ial sales tra
o improve th
e states that
se consulting
ople. Furthe
roblem solvi
for both buy
luded in (Sla
es managementy growth, Sourc
that, althou
rrelation wit
lts also show
ining should
he relationsh
t this trainin
g behaviors
ermore, he
ing skills we
yer and sell
ater and Na
t programs andce: Pelham, 200
gh consultin
h profit grow
w that the co
d be consist
hip building a
ng and learn
and outcom
mainly foun
re needed i
er. By this s
rver, 1995,
d performance,06
ng oriented s
wth, these el
onsulting ori
tently reinfo
and custome
ing is more
mes are routi
d that emp
n industries
study Pelham
Baker and S
, customer rete
sales trainin
ements shou
iented know
orced in on‐
er problem s
likely to res
inely evaluat
hasis on list
where long
m argues th
Sinkula, 199
48
ention
g and
uld be
wledge
‐going
olving
sult in
ted to
tening
g term
hat his
9 and
Farre
orien
In Pe
abou
befor
regar
as La
that t
from
custo
there
requi
empl
he ar
impo
We w
of me
have
poten
believ
the sa
if the
syste
4.2.2
If the
solut
impe
custo
mark 3 Gammanip
ell, 2000). Th
ntated.
lham’s study
t compensat
re. However
rding the use
Forge and In
there needs
the traditio
omer‐ and te
e needs to be
ires a comb
oyee incent
rgues that in
rtant that th
will not reject
easurement
been prese
ntial effects
ved that usin
ame directio
ey are not ali
ms in solutio
2.2. The chae overall stru
ion selling s
rative that
omers want
keting depar
ming is to expulate the sys
ese articles a
y of the four
tion. The thr
r, in the com
e of perform
ngram do no
s to be a cha
nal systems
eam based
e incentives
bination of
ives tied to
n order to se
he systems a
t either of th
systems, as
nted. Theref
of using mea
ng measurem
on, but also t
igned with t
on sales as d
ange for thucture of th
structure by
the marke
the sales p
rtment nee xploit the rulstem for a des
all argue tha
r programs, t
ee programs
mpensation p
mance‐ and m
ot reject the
ange in the
of measurin
compensatio
to work mor
system cha
customer‐se
t up measur
re related an
he different v
s we do not
fore, until fu
asurement s
ment system
that it will so
he change. L
irectly detrim
he marketine sales depa
not pushin
eting depart
people to be
ds to align es and procesired outcome
at a learning
three of them
s focusing on
program, Pe
measuremen
e use of com
compensati
ng, awarding
on and mea
re cross‐func
nges, custo
egment perf
rement syste
nd connected
views from t
feel that su
urther eviden
ystems shou
ms sometime
ometime cau
LaForge desc
mental.
ng departmartment and
g unfit prod
tment follow
e their advo
n with the
edures meane
organization
m were deal
n training all
elham did no
nt systems. H
mpensation p
on program
g strictly on s
asurement s
ctional and t
mer‐focused
formance” (D
ems related
d to each oth
he different
ufficient evid
nce has bee
uld be assess
es can align p
use gaming3
cribes the us
ment d the sales p
ducts, but se
ws this cha
ocate in the
information
nt to protect
n is needed t
ing with trai
showed the
ot find any s
However, ot
programs. In
s and measu
sales volume
system. Day
that “improv
d measurem
Day, 2008). A
to peoples’
her and not t
scholars reg
dence from a
n presented
sed in the giv
people and h
and be dest
se of traditio
processes ar
elling adapte
ange. As m
organizatio
n they get
a system in
to be truly m
ining and on
effect ment
significant im
ther scholars
stead, they
urement sys
e, towards a
also argues
ving accounta
ment system
At the same
performance
too fragmen
garding the e
any of the p
, we feel tha
ven situation
help them w
tructive, espe
onal measure
re changing
ed solutions
mentioned e
n. Therefore
from the
n order to i
49
market
e was
tioned
mpact
s such
argue
stems,
more
s that
ability
s and
e time
e, it is
nted.
effects
parties
at the
n. It is
work in
ecially
ement
into a
s, it is
arlier,
e, the
sales
nstead
50
department. Otherwise the operation of the company will be incoherent and it will be difficult
to convince customers that suited solutions that are up- to- date with the overall market can
be delivered.
Therefore, in most parts of the operation, marketing should change from traditional marketing
where own products are in focus, into being a market research organization with emphasis on
internal marketing based on the research. The market research should help the sales
organization understand the market and their customers’ competitive situation. As the sales
organizations are often divided into segments or specific customer groups, they will often have
a very narrow view of the market and not have the holistic view that may bring forward
opportunities. The importance of the collaboration and how it should work are elaborated in
section 4.2.2.3.
Internal marketing should be done to “sell” the customer internally in the organization which
following figure 9 shows.
Figure 9, Internal and external marketing roles. Source: Adapted from Piercy and Lane, 2009
Research has shown the importance of internal marketing. A research at Northwestern
University in the US has found internal marketing to be one of the top three determinants of a
company’s financial performance. It clearly indicates that companies with better integration of
external market trends and processes are more successful (Chang, 2005). Other studies have
also shown that organizations are struggling to deliver valuable solutions to customers due to
inadequate investments in internal marketing (Marketing Week, 2003).
Seller organization
Buyer organization
Selling the company to the customer
Selling the customer to the company
External marketing processes
Internal marketing processes
4.2.2
As ind
depa
resea
collab
these
there
sellin
strate
been
(Ingra
The p
priori
a high
and
depa
by cr
organ
Even
betw
and d
lead
2006
depa
shoul
corpo
Given
comb
2.3. Joiningdicated earli
rtment whic
arch, in orde
boration bet
e departmen
eby create a
g efforts wit
egies effectiv
suggested a
am et al. 200
purpose of a
itization of c
her return o
reduces ma
rtments are
reating cust
nization to d
though clos
ween them is
double work
to a poor c
) discuss the
rtments and
ld be improv
orate market
“We have
but then
n the histor
bined with th
g the sales-ier, the mark
ch focuses o
er to find o
tween the sa
nts is import
a customer
th the need
vely (LaForg
as an extrem
02).
an effective
customers pr
n sales beca
arketing and
the backbo
tomer strate
eliver the de
se collaborat
often comp
(LaForge et
customer exp
e utilization o
d they too co
ved. This lac
ting at a larg
e an effective
we throw th
rical lack of
he importan
- and markketing depar
on own pro
opportunitie
ales‐ and ma
tant in orde
strategy. Cu
s of custom
e et al., 200
mely importan
customer s
rovides a way
use it impro
d sales costs
one of marke
egies and m
esired needs
tion betwee
plex and too
al., 2009). I
perience (Da
of resources
onclude that
k of collabor
ge industrial f
e process for
ese strategie
f coordinatio
ce of maxim
keting department needs
oducts, into
s. This also
arketing depa
er to select
ustomer stra
ers and a w
09). However
nt, but often
strategy is to
y to achieve
oves relation
s (LaForge e
et informatio
market them
to the custo
en the two d
often their r
n addition to
ay, 2008). F
and informa
t cooperation
ration is exp
firm (LaForg
developing b
es over the w
on between
mizing custom
artment s to change
a departme
needs to b
artment. The
the type of
ategies prov
way to implem
r, the creatio
n neglected a
o segment a
higher avera
ships with th
et al., 2009
on and cust
m internally,
omers.
departments
relationship
o being cost
urthermore,
ation flows b
n between m
ressed in the
e et al., 2009
business and
wall and tell s
n the marke
mer value as
from a tradit
ent which fo
be done to
e close collab
opportuniti
vide the opp
ment busine
on of a custo
activity for sa
and prioritiz
age custome
he most imp
9). The sales
omer inform
it should b
is importan
is influenced
ly, a bad coo
(Matthysse
between sale
marketing an
e following b
9).
d marketing s
salespeople t
eting‐ and s
s shown earl
tional comm
ocuses on m
facilitate a
boration bet
es to pursu
portunity to
ess and mark
omer strateg
ales organiza
ze customers
er profitabilit
ortant custo
s‐ and mark
mation. Ther
be easier fo
nt, the intera
d by controv
operation wi
ens and John
es‐ and mark
nd sales in ge
by an execut
strategies,
to go sell”
sales depart
lier in this se
51
mercial
market
close
tween
e and
align
keting
gy has
ations
s. The
ty and
omers,
keting
efore,
or the
action
versies
ll also
nston,
keting
eneral
tive in
tment
ection
(see
mark
old sa
build
funct
and
nume
sales
partic
This i
taking
with
traini
also
depa
effect
comp
repre
confl
incen
4.2.3
Exclu
sellin
custo
solut
trans
this w
ment
work
section 4.2.
keting functio
aying that th
pride within
tional areas.
the resultin
erous failed
managers
cularly as it r
is a tremend
g lightly by
the Pelham
ing. Not only
perform int
rtments. Th
tively with o
pany. In othe
esent custom
icting dema
ntives for tra
3. Making
sively aligni
g company
omers will pr
ions alone. T
sformation sh
will require
tioned custo
ing structure
1), sales ma
ons (LaForge
he sales dep
n the sales o
In fact, they
ng lack of w
customer re
should adv
relates to un
dous change
companies
m study sho
y should the
ternal mark
his will at s
others inside
er words, the
mers and pa
nds increase
ining
g solution
ng the sales
which is a
rovide a dire
Therefore, in
hould involve
an organiz
mer strategi
es, new skills
anagers mus
e et al., 2009
partment cre
organization,
believe that
willingness t
elationship m
vocate that
derstanding
e in how sale
that are tra
own in secti
ey change fr
keting by sh
ome point
the compan
ey should re
artners to t
e the compl
n sales w
s‐ and marke
able to deli
ection in wh
n order to su
e all membe
zation which
ies. This will
s and differe
st play a m
9). According
eates the rev
, has contrib
t the sales or
to share in
managemen
the entire
the market
es people w
nsforming in
ion 4.2.2.1
rom selling p
haring know
create conf
ny as well as
present the
the company
lexity of sal
work
eting depart
iver valuabl
hich to solve
uccessfully ch
ers of the org
h is able to
often dema
nt measurem
ore active r
to (Kahn, Re
venue, which
buted to frict
rganization’s
formation,
t initiatives.
firm becom
and custome
ork and it is
nto solution
which conc
products to
wledge abou
flicting dem
s with custom
company to
y (Ingram e
es peoples’
ment will no
e solutions.
e the problem
hange into a
ganization (La
o develop s
nd a new typ
ment system
ole in aligni
eizenstein, &
h may have
tion with ma
s pride of cus
have contri
Therefore,
mes a learn
ers.
a change th
sales. This
ludes that s
selling solut
t the custo
ands as the
mers and par
o customers
et al., 2005)
role which
ot create a d
. Though u
m, it will not
solution sel
aForge et al.
solutions tha
pe of knowle
s.
ing the sale
& Rentz, 200
been intend
arketing and
stomer owne
ibuted heav
they believe
ning organiz
hat should n
is also cons
salespeople
tions, they s
omers with
ey need to
rtners outsid
and partner
. These pot
only adds t
desirable so
nderstandin
t create des
ling compan
., 2009). How
at fit the b
edge sharing
52
es and
4) the
ded to
other
ership
vily to
e that
zation,
not be
sistent
need
should
other
work
de the
s, and
tential
to the
lution
g the
sirable
ny, the
wever,
before
g, new
4.2.3
Know
not e
on w
As m
this c
maint
mean
right
to un
able t
organ
these
this d
techn
There
expec
organ
custo
relati
depa
throu
know
relate
advan
suitab
4.2.3
For o
centr
selec
et al.,
3.1. Managiwledge sharin
elaborate on
hat kind of in
entioned ea
creates the
taining a cus
ns that typica
kind of peo
nderstand th
to truly liste
nization, the
e skills in ord
does not me
nical people
efore, team
ctations (Ing
nizations wi
omers and b
ionships do
rtment but
ugh extensiv
wledge throu
ed to the so
ntage of the
ble and high
3.2. Organizorganizations
ric culture an
ting and tra
, 2009).
ing knowleng has been
the theorie
nformation t
rlier, having
need for s
stomer relat
al sales engin
ple to sell so
he seven cus
en to custom
y are not th
der to develo
an that all sp
should colla
m work and
gram et al.,
th strong c
better at fulf
not only
the entire
ve knowledg
ugh internal
lutions that
knowledge
quality solu
zation and s to change i
nd climate, d
ining salespe
edge a subject wi
es of differen
that should b
a good cust
alespeople t
tionship, it w
neers, who a
olutions. If th
stomer dema
mers, and abl
e right peop
op or have ot
pecialized kn
aborate with
team selli
2005). To s
ollaborative
filling specia
include the
organizatio
e sharing an
marketing,
are delivere
gained throu
tions faster.
other opponto solution
developing a
eople can be
ithin organiz
nt types of k
be shared, an
tomer under
to not only
will often req
are experts w
he engineers
ands mentio
le to effectiv
ple. When se
ther people
nowledge sh
h the sales p
ing are inc
support this
internal re
al customer
e relationsh
on. Good in
nd internal
the organiza
ed to custom
ugh prior so
ortunitiesn sales, speci
a customer f
e set up in o
ational theo
knowledge s
nd where.
rstanding is c
y focus on s
quire a differ
within produ
s are so spec
oned in secti
vely share kn
elling solutio
develop the
ould move t
people and
creasingly ne
view, resea
elationships
requests (W
hip between
nternal relat
marketing. A
ation should
mers. This sho
lutions and t
fic initiatives
ocused sales
order to laun
ry for many
haring. Inste
crucial for se
selling produ
rent type of
ct knowledg
cialized that
ion 4.2.2.1,
nowledge wi
ns, sales peo
right solutio
to back office
still deal wit
ecessary to
rch findings
are better
Wilding, 2006
n the sales
tionships sh
Aside from
d facilitate k
ould be don
thereby bein
s such as cre
s force throu
nch a transfo
years, but w
ead, we will
elling solutio
ucts, but al
sales person
ge, may not b
they are no
or if they ar
ith the rest o
ople must po
ons. Neverth
e. Specialize
th the custo
o meet cust
s have found
at satisfyin
6). These in
‐ and mark
ould be en
sharing cust
nowledge sh
e in order to
ng able to de
eating a custo
ugh recruitin
ormation (La
53
we will
focus
ns. As
so on
n. This
be the
ot able
re not
of the
ossess
heless,
ed and
omers.
tomer
d that
g the
ternal
keting
nsured
tomer
haring
o take
evelop
omer‐
ng and
aForge
54
It is argued that the processes related to making solution sales and a market oriented
organization work efficiently, are related to an organizational restructuring. A core challenge in
making an organizational restructuring is changing into a more horizontal organizational
design. A more horizontal design is appropriate as this is better suited for cross functional
work and process oriented work. The importance of having a flat structure and working
process oriented is recognized as this seems to be the case for most companies that are
successfully operating solution sales (LaForge et al., 2009).
4.2.4. Underlying thoughts
The previous sections describe the theory behind solutions sales. No models or figures
describing how solution sales should be structured have been found. However, following figure
10 shows how solution sales in our opinion should be structured. Our opinion is based on the
theory.
Figure 10, Solution sales information flow Own construction
The figure illustrates the structure and the information flow through a solution selling
organization. Support represents all operational, technical or delivering parts of the
organization. Thereby the figure shows how sales- and marketing departments should collect
information about the market and the customers and share it internally. Based on this shared
Marketing
Support
Sales
Market Customers
Corporate strategy
Customer strategy
Solutions
inform
overa
4.2.5
As m
much
devel
indivi
attem
ident
area
level
pract
mation and
all cooperate
5. Implica
entioned ea
h research is
lopers and
idually they
mpt to expan
tified a lot of
of solution
would be de
tically describ
internal ma
e strategy.
ations
rlier in this s
s still neede
they have
often refer
nd the amou
f research q
sales suffici
esirable as m
be what orga
arketing, the
ection, solut
d on the su
written art
to each ot
unt of resear
uestion they
ently. We e
most of the ar
anizations sh
ey can creat
tion sales is a
ubject. LaFor
ticles togeth
her and this
rchers within
y believe nee
specially be
rticles are on
hould do, wh
e customer
a relatively n
rge and Ingr
her and ind
s makes the
n solution sa
ed further at
lieve that st
n a strategic
hich have affe
strategies t
new subject a
ram are the
dividually. W
e subject a b
ales LaForge
ttention in o
tudies on a
level. This m
ected this se
hat fit withi
and it is clea
two main t
When they
bit narrow.
e and Ingram
order to cove
more opera
makes it diffic
ection.
55
in the
ar that
theory
write
As an
m have
er the
ational
cult to
5. Ericss
servic
netw
attrac
As Er
chose
face i
of th
busin
towa
impro
this w
When
mode
betw
being
explo
relati
refer
opera
busin
Ericsson is a prov
ces. They de
works. In add
ctive service
ricsson opera
en to reorga
increasing de
he solutions
ness model f
rds solution
ove value fo
will secure m
n moving aw
el, edges be
ween markets
g organized
oit and take
ion they ha
red to as E
ations depar
ness structur
sson avider of tele
eliver and ma
dition, they
es such as pic
ates on a glo
anize their b
emands from
and the se
from being p
sales build
or the custom
market shares
way from a p
etween diffe
s. Therefore
in marked u
e advantage
ve establish
EP). This de
rtment that
e can be see
and thecommunica
anage equip
deliver app
cture‐ and vid
obal market
usiness in o
m customers
ervice level.
product base
on consulta
mers and th
s and thus gr
product base
erent produ
e, as part of
units to bein
of market
hed a new d
partment m
solely works
en on figure 1
heir siation and da
ment used t
plications fo
deo commun
where comp
rder to mak
s regarding c
Therefore,
ed relying o
ative sales p
ereby impro
rowth in the
ed business m
uct groups g
this transfo
ng organized
opportunitie
department
mostly consis
s within the
11 and 12.
ituatioata commun
to create mo
or operators,
nication and
petition keep
e it more ef
ustomer spe
Ericsson ha
n standard t
rocesses. Th
ove custome
future.
model towa
get blurry a
ormation, Eri
d in regions.
es across bo
called Enga
sts of techn
technical fi
on nication syst
obile network
, which allo
more.
ps getting to
fficient and c
ecific solution
s chosen to
transactiona
his has been
r satisfactio
rds a solutio
and thereby
csson has a
This is also
orders more
agement Pra
nicians, tran
eld. The for
tems, and re
ks as well as
ow them to
ougher, they
competitive.
ns, the comp
o reorganize
al sales proc
done in ord
n. Hopes are
on selling bu
y also boun
lso changed
done in ord
e simply. I
actices (afte
sferred from
rmer and the
56
elated
s fixed
offer
have,
. They
plexity
their
esses,
der to
e that
siness
daries
d from
der to
n this
er this
m the
e new
57
EP has been established in order to support key account managers and account managers in
handling and serving customers. Normally, key account managers and account managers were
the only ones who dealt with customers, but now the idea is that EP should support them
when it comes to technical issues. In general, EP’s job is to become a connecting link between
sales and operations by creating individual solutions for customers. This includes both solving
problems presented by the customer, but also by seeing what the customers need and require.
This transformation has led to the need of a more proactive customer approach concerning
opportunities for both new and existing customers.
Engagement Practices
Operations and Compe- tence Center
Customer Units
Regions Business Unit Multimedia
Business Unit Global
Services
Business Unit CDMA Mobile
Systems
Business Unit Networks
Research
CEO Group Functions
C
U
S
T
O
M
E
R
S
ST-Ericsson
Sony Ericsson Mobile Communications
Joint Venture Companies
Research
Business Unit Networks
Business Unit
Global services
Business Unit Multimedia
Market Units
Global Customer Resources
Multi-Country Accounts
CEO Group Functions
C
U
S
T
O
M
E
R
S
Sony Ericsson Mobile Communications
Figure 11, Former business structure in Ericsson Source: Ericsson
Figure 12, New business structure in Ericsson Source: Ericsson
It is c
intera
had t
main
Oper
EP, b
clear that th
action. Befo
the custome
responsibili
ations and C
ut if further
he big differ
re, market u
r interaction
ity for custo
Competence
assistance is
rence is with
units and glo
n. Now, custo
mer interact
Center. This
s needed, Op
hin the last
obal custom
omer units, w
tion, but the
s represents
perations and
section that
mer resource
which includ
ey are conne
s the idea th
d Competen
t actually ho
s and multi‐
e account m
ected to firs
at support s
ce center sh
olds the cust
‐country acc
managers, ho
st, EP and se
should come
ould step in.
58
tomer
counts
old the
econd,
e from
.
6. The
organ
based
of a
trans
from
comb
basis
Besid
collec
the a
from
The a
concl
there
As in
proce
as th
concl
chang
analy
possi
peop
chang
abou
comp
would
Instea
biase
Analyproblem st
nizations sho
d into solutio
transformat
sformation in
the theory
bined knowle
for the later
des the know
ction. In ligh
analysis. As i
these interv
analysis inve
lusions on h
efore difficul
nvestigators
esses they ha
he results of
lusions. In o
ge is fully co
ysis howeve
ble to see w
le are respo
ge in Ericsso
t it and wh
pletion, it wo
d not be po
ad, informat
ed by the fina
ysis tatement re
ould focus o
on based. In
tion in Erics
n Ericsson, a
y section in
edge of both
r conclusions
wledge creat
ht of this, sub
interviews h
views are sho
estigates an
ow such cha
t to provide
we are not
ave used. So
f the change
rder to do s
ompleted, w
r, is that it
what is happ
nding to the
on with the
at they beli
ould be much
ssible to ide
tion would b
al result.
equests an
on when the
order to pr
sson is cond
as it deals wi
order to a
h theory and
s and thereb
ted through
b‐subjects h
ave been th
owed contin
ongoing an
ange should
a final answ
t able to tr
ome of their
e cannot be
so, this inves
which will pro
investigates
pening right
e change initi
theory, and
ieve is good
h more diffic
entify the att
be based on
investigatio
ey change t
rovide a satis
ducted. It is
ith this spec
nalyze the
d practice, a
by the answe
the theory s
ave been ide
he main sou
uously throu
d present c
be done ba
wer to the p
uly evaluate
actions may
e identified
stigation sho
obably take
s something
t now and t
iative. This g
at the same
d or bad. W
cult to identi
titude comin
the memor
on on wha
heir busines
sfying answe
chosen to
cific type of
transformat
and this gain
ers to the pro
section, the
entified and
rce of data,
ughout the a
hange in Eri
ased on the
problem state
e the action
y seem wron
yet, it is no
ould follow t
several yea
g that is on
therefore ge
gives a supre
e time, obse
Was this chan
fy how it wa
ng from emp
y of employ
t large bus
ss model fro
er to this, an
conduct thi
change. Usin
ion in Ericss
ed knowled
oblem statem
analysis is b
these creat
statistics illu
nalysis.
icsson and t
analysis will
ement based
ns Ericsson h
g or right at
ot possible t
the change p
rs. The good
ngoing. This
t an in‐dept
me possibilit
erve what th
nge not inve
as actually im
ployees rega
ees and it w
siness‐to‐bu
om being pr
n in‐depth an
is analysis o
ng the know
son will cre
ge will creat
ment.
based on the
e the struct
ustrating an
therefore, m
not be fina
d on this an
has taken o
this momen
to make any
progress unt
d thing abou
means that
th feeling of
ty to compa
he employee
estigated un
mplemented
rding the ch
would probab
59
siness
roduct
nalysis
of the
wledge
eate a
te the
e data
ure of
swers
making
l. It is
alysis.
or the
nt, but
y final
til the
ut this
t it is
f how
re the
es feel
ntil its
and it
hange.
bly be
6.1
This f
show
analy
The s
introd
been
comp
also d
the p
they
follow
It is
Ericss
empl
seem
begin
The f
sellin
depa
many
or se
. How fa
first subsecti
w the situatio
ysis.
structural an
duced to em
running fo
pany to know
difficult, dur
process. Inste
were asked
wing statistic
clear that th
son is a pr
oyees believ
ms to be the
nning of the t
fact that ther
g company c
rtments, esp
y years, seem
rvices, chang
ar in the
ion analyzes
on Ericsson is
nd organizati
mployees in
r more than
w in advanc
ring the tran
ead of asking
whether Eri
c shows the a
Figure 1
here is a lot
oduct sellin
ve that Erics
e general pe
transformati
re is a lot of
can be relate
pecially thos
m to change
ge faster. Th
e chang
how far Eric
s in, which w
ional transit
March 2010
n a year. Be
e exactly ho
nsformation,
g employees
icsson today
answers.
3, Is Ericsson a
t disagreem
ng or solutio
sson is now
erception in
ion process.
disagreeme
ed to the dep
e dealing wi
slower whe
his is not sur
55%
Is Ericsson a
Product
ge is Er
csson has co
will help the
ion was mad
0 which me
esides the s
ow long time
to identify
s how far the
y is a produc
a product or sol
ment on whe
on selling c
a solution s
n Ericsson, i
nt on wheth
partment the
ith products
reas other d
rprising. First
18%
product or socompany?
In the middl
icsson?
me in the ch
reader unde
de in June 2
ans that the
structural ch
e a transform
how far a c
ey think Eric
ct selling or s
lution selling co
ether the int
company. O
selling comp
t is rather
her Ericsson i
e interviewe
that have b
departments,
t of all, peop
27%
olution selling
le Solutio
?
hange. This is
erstand the p
010 and the
e transforma
hanges it is
mation proc
ompany has
csson is in th
solution selli
ompany?
terviewed e
nly 27% of
pany. Based
certain that
is a product
d employees
een in Ericss
, dealing wit
ple who have
g
ns
s done in ord
perspective
e change wa
ation proces
impossible
cess will take
s actually co
he transform
ing company
employees b
f the interv
on this and
t they are i
selling or so
s represent.
son’s portfo
th newer pro
e been sellin
60
der to
of the
as first
ss has
for a
e. It is
me in
ation,
y. The
elieve
iewed
what
n the
lution
Some
lio for
oducts
ng the
same
who
routin
produ
are d
been
In ge
show
even
conse
6.2
Accor
order
sense
Figur
obvio
this c
if the
they
e type of pro
sell new pro
nes compare
ucts are far
developed w
produced fo
eneral, it is c
w that severa
though the
equences of
. Sense
rding to theo
r to make a
e of urgency
e 14 clearly
ous that peo
change was i
ey want to k
cannot cont
“
ducts for ma
oducts. This
ed to employ
better suite
with consider
or transactio
clear that Er
l actions and
structural ch
these shortc
e of urge
ory section 4
change. The
or not.
Figur
y shows that
ople strongly
initiated, peo
keep being a
inue to comp
We need to d
any years wil
is because,
yees who ha
d for solutio
ration for so
nal sales.
ricsson is in
d processes h
hanges have
comings.
ency
4.1.2.1, crea
e following s
re 14, Has there
t people fee
feel that it
ople had see
a world leadi
pete the way
differentiate
compe
100%
Has there be
ll probably n
they are no
ave had the
on sales than
olution sales
the beginni
have not bee
been execut
ating a sense
statistic show
e been created
el a sense o
is necessary
en several pr
ing company
y they are do
e ourselves. If
etition is too
een created aurgency?
Yes No
not be able to
ot that much
same tasks f
n others. A l
s whereas t
ng of a tran
en implemen
ted. The ana
e of urgency
ws whether
d a sense of urg
of urgency.
y to change.
resentations
y and contin
oing now.
f we only sel
tough”
0%
sense of
o
o change as
h tied to the
for many yea
ot of the ne
he old prod
nsformation.
nted as part o
lysis will also
within peop
employees i
ency?
During the
It was also
where it wa
nuously mak
l products, th
fast as empl
e same habit
ars. Second,
ew products
ducts have a
. The analys
of the chang
o show the s
ple is import
in Ericsson h
interviews i
clear that, b
as made clea
ke a decent p
he
61
oyees
ts and
some
today
always
is will
ge yet,
severe
ant in
have a
it was
before
ar that
profit,
62
It is especially clear that this sense of urgency comes from specific presentations and is not
something they have developed themselves as individuals. This is because many of the
expressions the employees used, when elaborating on why the change has been initiated and
whether it was necessary or not, were the same. Was this sense of urgency developed
individually through a general impression of Ericsson and the competitive situation, it is not
likely that the answers were that much alike. In general, the employees said that Ericsson has
had large declines in market shares and that Ericsson is being pressured from other
competitors. They emphasized that when it comes to manufacturing and delivering products,
other companies are able to do it less expensive and still maintain a high quality. Years ago,
Ericsson used to be known for their quality, so even though they were a bit more expensive,
customers had a reason to choose Ericsson’s products. However, the employees do not believe
customers have this reason anymore. The quality of products from other companies has
increased and they are now just as good as Ericsson’s products. According to the employees,
this means that if Ericsson continues their way of doing business, they will experience a
significant decrease in sales and thus the overall performance.
The presentations the employees have seen are presentations coming from the top
management, especially from Hans Vestberg, CEO of Ericsson. The following figure shows a
future with declining sales if nothing is done and is an example of what Ericsson has showed
their employees in order to create the sense of urgency.
Even though current declining market shares were mentioned, it was clear through the
interviews and figure 15 above that the sense of urgency has been built on poor expected
”Do nothing scenario” from actual region sale
forecast
2010 2011 2012 2013
Figure 15, Forecast for regional sales if nothing is done Source: Ericsson
result
ment
numb
resou
poor
unde
busin
It has
in Eri
seem
In ge
it is d
the t
Ericss
6.3
Accor
show
trans
believ
In ge
we ha
it see
ts, and it wa
tioned in the
bers to bac
urces to actu
expected re
rstand that t
ness results o
s also been n
icsson, but w
m like the reso
neral, it seem
deliberately
ransformatio
son has crea
. Vision
rding to the
ws in which d
sformation. T
ve that there
neral emplo
ave experien
ems that the
as also obvi
eory section
k up the ne
ually make t
esults and no
there is a ne
occur should
noticed that
whether or n
ources are b
ms that Erics
planted in th
on. What is
ted it shows
n
ory section
direction the
The followin
e is a clear vi
Figure
yees think th
nced as being
e employees
ous that it w
4.1.2.1, crea
eed for cha
he change. A
ot as much a
ed for chang
d be optimal
significant a
not it is suff
being used.
sson’s emplo
hem or they
important is
that they ar
4.1.2.2, it is
e transforma
g statistic sh
ision for the
e 16, Is there a
hat there is a
g the genera
’ knowledge
69%
Is there a tran
Yes
was the futu
ating a sense
ange, but at
Although th
a current poo
ge. Creating
as it leaves
mount of re
ficient has n
oyees do hav
created it t
s that the se
re aware of i
important t
ation should
hows wheth
transformat
clear vision for
a clear vision
al perception
e about the v
23%
clear vision fonsformation?
In betwee
ure that trul
e of urgency
t the same
e sense of u
or result, em
a motivation
resources to
sources has
ot been eva
ve a proper s
hemselves, d
ense of urge
ts importanc
that there is
d take the o
er the interv
tion or not.
r the transform
n for the tra
n in Ericsson.
vision origin
8%
or the
n No
y worried th
y is easier wh
time, this a
urgency in Er
mployees hav
n for change
o help imple
been reserv
aluated. How
sense of urge
does not ma
ncy is there
ce to the tran
s a good and
organization
viewed emp
mation?
nsformation
As with the
ates from pr
he employe
hen there ar
also leaves
ricsson is bu
ve accepted
before actu
ement the ch
ved for the c
wever, it doe
ency and wh
atter in relat
and the fac
nsformation
d clear vision
when initia
loyees in Eri
n. This is also
sense of urg
resentations
63
es. As
re red
fewer
uilt on
it and
al bad
hange.
hange
es not
hether
ion to
ct that
.
n that
ting a
icsson
o what
gency,
s from
64
top management. Again this is based on the fact that the employees use several of the same
phrases and expressions when they explain what the vision entails. Among the employees, the
general perception of the vision is that Ericsson wants to change into selling solutions and not
just products. They want to approach customers proactively and show them the potential
possibilities within Ericsson’s products combined with the service Ericsson offers. Therefore,
approaching the customers before they even know they have a problem or a potential
possibility, and convincing them that Ericsson’s products and services can increase their
profitability is what Ericsson believes is the way they need to do business in the future.
In order to convince the employees that the vision will take Ericsson in the right direction and
that the transformation will lead to a better and more profitable situation in the future, the
following figure has been showed in presentations.
Figure 17 shows the same future situation as figure 15 that was used to create a sense of
urgency. However, on this figure Ericsson has shown how different initiatives related to the
change can affect the future results in a profitable way.
It seems that the presentations showing the attractive future situation have worked. People
are truly convinced that not only is change necessary, changing in this specific direction is the
right thing to do. It is not always given that if a sense of urgency is created within employees,
they will embrace the change. It must be presumed that sometimes people agree on a high
level of urgency for a change, but they may not agree on which direction the company should
take.
2010 2011 2012 2013
Strategic initiatives beyond
Business as usual
Strategic initiatives
Strategic initiatives
Business as usual
Figure 17, Forecast for regional sales, if the change is implemented Source, Ericsson
This,
From
the sa
Ericss
have
Howe
vision
agree
result
right.
Thou
sever
theor
from
however, ha
m figure 16 it
ame time, fi
son. If peopl
an idea of w
“I think the
ever, these c
n is and espe
e on it in ter
t in answers
.
gh there is
ral employee
ry section 4.
managers, a
as succeeded
Figure
t is noticeab
gure 18 show
le believe th
where this dir
ere is a clear
conflicting an
ecially how c
rms of direct
s stating tha
a general be
es do not th
.1.2.2, lackin
as they, shou
d for Ericsson
e 18, Is this cha
le that not e
ws that ever
hat the chan
rection takes
vision and I f
have the
nswers can b
concrete it is
tion, but the
at there is n
elieve amon
hink or feel t
ng a belief in
uld lead the c
100%
Is this chan
n which the f
nge the right d
everybody b
rybody think
ge is taking
s Ericsson in
feel that we
e knowledge
be a result o
s. Some may
ey still think
ot a clear v
ng employee
that all man
n the vision
change and s
%
nge the right Ericsson?
Yes No
following fig
direction for Eri
elieves that
s that the ch
Ericsson in t
the long run
are moving
needed”
of people ha
y know what
it lacks some
ision, but th
es that this d
nagers believ
is dangerou
set an examp
0%
direction for
o
ure also sho
icsson?
there is a c
hange is the
the right dir
n, which in fa
in a direction
ving differen
t the overall
e clarity and
he direction
direction is r
ve in the vis
s, especially
ple for the em
ws.
lear vision, b
right directio
rection, they
act is the visi
n where we
nt ideas of w
vision entai
d focus. This
for the cha
right for Eric
sion. Accord
y when the l
mployees.
65
but at
on for
y must
on.
what a
ls and
could
nge is
csson,
ing to
lack is
The la
empl
years
to ne
the o
being
Howe
Accor
behav
are g
some
good
Howe
believ
Ericss
more
to lea
ack of accep
oyees due t
s, and they a
ew processes
old business
g a solution s
“There is th
young staf
on
ever, it coul
rding to theo
vior. As sen
good at in
ething they w
idea.
ever, anothe
ve in the vis
son they all g
e information
ad the chang
Figu
ptance towar
o the fact th
are used to t
s. Earlier the
model and p
selling comp
he old gener
aff who is try
nes think the
ld also be b
ory section 4
nior employe
their job, a
will not be go
er reason cou
sion. When e
get the infor
n about the
ge and be fro
ure 19, Does m
rds the vision
hat a lot of t
he old proce
ey have seen
perhaps ther
any is the rig
ration who is
ing to turn E
e youngsters
because they
4.1.2.4, insec
ees, they pro
and if the t
ood at or eve
uld explain w
employees a
mation at th
change than
ontrunners.
44%
Does manag
management be
n from mana
those people
esses to such
n how the co
refore they d
ght thing.
s making the
Ericsson into
s are only sel
y feel insecu
curity toward
obably know
transformat
en unable to
why employe
and their ma
he same time
n their emplo
gement belive
Yes Not
elieve in the vis
agers and mi
e have been
h extent that
ompany has
do not share
business no
what Ericsso
ling dreams,
ure about h
ds the chang
w what they
ion changes
do, chances
ees often do
nagers are i
e. As a conse
oyees. This m
56%
e in the vision
all
ion?
ddle manage
in the orga
t they find it
created grea
e the belief t
w, and then
on wants to b
not product
ow they fit
e can create
are capable
s their job
s are that the
not think th
nformed abo
equence, ma
makes it diffi
?
ers is accord
nization for
t difficult to
at results th
that changin
there is the
be. The old
ts”
into the ch
e a non‐supp
of and wha
descriptions
ey will not fin
hat their man
out the chan
nagers neve
icult for man
66
ding to
many
adapt
rough
g into
hange.
ortive
t they
s into
nd it a
nagers
nge in
r hold
nagers
In sp
accep
convi
not fo
the se
effect
The t
towa
Furth
had b
6.4
When
provi
run a
in Eri
From
has p
be be
As Er
they
4.1.2
pite of the
ptance towa
incing the av
ollowing, co
ense of urge
tive, but unf
thought tha
rds the visio
hermore, em
been their m
. Trainin
n a transfor
de suitable t
as smooth as
csson or not
m figure 20 a
provided little
ecause it is d
ricsson has c
should prov
.4 companie
lack of belie
ards it from
verage empl
uld be due t
ency and sho
fortunately n
at it is mos
on is based o
mployees me
ain source o
ng
rmation is in
training for e
s possible. Th
t.
above, it is c
e or no train
ifferent whe
changed the
vide training
es that move
ef in the vi
the average
oyees about
to the qualit
owed the visi
not enough t
tly the pres
n the fact th
ntioned sev
of informatio
nitiated, it is
employees in
he following
Figure 20, Are
lear that mo
ing to emplo
ether some d
eir business
g for employ
e from a prod
20%
Are employ
Yes
ision from m
e employees
t the vision
ty and the in
ion. It seems
o convince e
sentations t
hat no other
veral times t
on regarding
s, according
n order to pr
g figure 20 sh
employees rec
ost of the in
oyees. The fa
departments
model from
yees on how
duct based t
40%
yees receiving
Only a littl
middle man
. The fact th
even though
ntensity of th
s that these
everyone.
that have cr
documents
hat the pres
the change.
g to theory
revent resist
hows wheth
ceiving training
nterviewed e
act that peop
have provid
m being prod
w to do this.
to a solution
40%
g training?
le No
agement, th
hat Ericsson
h some of th
he presentat
presentation
reated a ge
were found
sentations fr
See append
section 4.1.2
tance and to
er training h
?
employees th
ple disagree
ded training o
duct based t
. According
based busin
here is a ge
has succeed
heir manage
tions that cr
ns have been
eneral accep
stating the v
rom manage
ix 5.
2.4, importa
o make the c
has been pro
hink that Er
in this matte
or not.
to solution b
to theory se
ness model s
67
eneral
ded in
rs are
reated
n very
ptance
vision.
ement
ant to
hange
ovided
icsson
er can
based,
ection
should
provi
diagn
The s
EP is
accou
strate
trans
respo
to un
the p
Ericss
of the
that t
are n
execu
Besid
ment
gene
One r
do so
chang
true
when
Anoth
doing
this
custo
throu
de training
nostics as thi
sales organiz
created in
unt manager
egic level, w
sactional cust
onsibilities of
nderstand th
purpose of im
son is losing
e people in E
they need to
not used to
ute this.
des the fact
tioned two d
ral culture in
reason is tha
o, even thou
ged, if they r
cannot be c
n changing th
her reason is
g. In general
case, Ericsso
omers. Instea
ugh experien
within rela
s will increas
ation in Erics
order to tak
rs to merely
which is a bi
tomer relatio
f the sales. A
e customers
mproving the
out on profi
EP have been
o combine th
dealing wit
that the em
different reas
n Ericsson.
at they believ
ugh they rec
really want t
oncluded bu
he business m
s that the ov
there is an
on strongly
ad they beli
nce.
ationship bu
se profits.
sson is divide
ke on the te
focus on cre
g change fo
onship. At th
As part of the
s in order to
eir overall bu
it as they do
n collected f
heir technica
h customers
mployees did
sons for why
ve that a lot
ceive trainin
to themselve
ut according
model to a so
verall attitud
attitude in E
doubts tha
eve that the
uilding, liste
ed in two de
echnical part
eating a cons
or them as t
he same time
e customer r
have Ericsso
usiness. Ther
not provide
from the tech
al knowledge
s, they shou
not believe
y this is the c
of the empl
ng. The gene
es, but most
to theory se
olution base
e points tow
Ericsson sayi
at employee
e employees
ening skills,
epartments, t
ts of the sal
sultative cus
they are use
e, account m
relationship,
on deliver th
efore, accor
e training to t
hnical opera
e with custom
uld therefore
e that enoug
case. Both of
oyees who n
eral attitude
ly it is not po
ection 4.1.2.
ed model, do
wards the com
ing that som
es can be t
s should go t
and proble
the account
es. This mak
stomer relati
ed to making
managers pas
account ma
he best suita
ding to theo
their accoun
tions depart
mer interacti
e receive tra
gh training w
f the reasons
need to chan
e is that som
ossible. Whe
.4, providing
es increase p
mmon expre
me things can
taught how
to the custo
em and so
managers an
kes it possib
ionship on a
g sales thro
ss on the tec
nagers must
ble solution
ory section 4.
nt managers.
tment. This m
ion and since
aining on ho
was provided
s are based o
nge are not a
me people c
ether or not
g relevant tr
profitability.
ession; learn
nnot be taug
to interact
omers and le
68
lution
nd EP.
ble for
more
ugh a
hnical
t learn
s with
.1.2.4,
Most
means
e they
ow to
d they
on the
ble to
an be
this is
aining
ing by
ght. In
t with
earn it
Instea
capab
Ericss
chang
whet
but s
once.
trans
and o
provi
this y
that
role i
From
in Eri
could
they
6.5
Durin
does
“The
ad of traini
ble of chang
son refers to
ge, but those
ther training
o can replac
. However,
sformation a
on the gene
ded sufficien
yet as the tr
are already
n Ericsson o
m figure 21 it
icsson. If the
d include em
simply do no
. Workl
ng a transfor
not increase
e Ericsson wa
ng, Ericsson
ing and at th
o these peop
e who are sh
or replacing
cing them, if
choosing to
nd put it on
ral perceptio
nt training to
ransformatio
obvious. Th
r not.
Fig
is clear that
e employees
mployees who
ot know how
oad
rmation it is,
e drastically.
D
ay is to learn
that c
focuses on
he same time
ple as leadin
hould be give
g people in E
not too muc
train peop
the agenda
on of trainin
o employees
on is still in t
he following
ure 21, Does e
t a lot of the
s do not und
o are more t
w or what the
according to
In fact, it is
25%
Does employe
Yes
ning by doing
can show the
n replacing t
e, bring in pe
ng stars. Alle
en a prober
Ericsson is be
ch knowledg
le instead o
a, which will
ng in Ericsson
s. It is not po
the start up.
figure show
mployees unde
e interviewed
derstand the
than willing
ey should ch
o theory sec
recommend
25%
ees understan
Most people
g and putting
e way.”
those emplo
eople with t
egedly, some
amount of t
est. Changing
ge should be
of replacing
always be p
n, it must be
ossible to ass
. However, t
ws whether
erstand their ro
d employees
eir role, they
to change, b
ange.
ction 4.1.3.5,
ded that the
50%
nd their role?
e do No
g in leading s
oyees they d
he right skill
e people will
training. It is
g people can
pulled out o
them can b
preferable. B
e stated that
sess the fina
there are som
people unde
ole?
s do not und
y are not abl
but due to th
, important t
workload sh
?
stars
do not belie
s to lead the
l never be a
difficult to a
n take a long
of the compa
bring focus t
Based on figu
t Ericsson ha
l consequen
me consequ
erstand thei
derstand the
le to change
he lack of tr
that the wor
hould not inc
69
eve is
e way.
ble to
assess
g time,
any at
to the
ure 20
as not
ces of
uences
r new
ir role
e. This
aining
rkload
crease
more
show
Figur
relati
rando
every
initiat
happ
be be
not c
them
ineffi
negle
clear
What
on th
expla
have
accor
part
work
e than 10%
ws whether th
e 22 clearly
ion to the ch
om conversa
yone mentio
ted. They a
y with the s
ecause the e
confident wit
m out. This
ciency. It is
ect the train
ly hampered
“The work
t is also cont
heir normal a
anation for t
gone down
rding to theo
of a change
ing, the chan
as it can cr
he workload
Figu
y shows that
hange projec
ations it was
oned that t
lso mention
ituation. On
employees ar
th their new
insecurity c
clear that
ing that ma
d by the lack
kload has inc
the com
tributing to t
assignments
the increased
n in the per
ory section 4
e. If employe
nge will face
H
eate an und
has increase
ure 22, Has the
t almost eve
ct. Furtherm
s clear that
the workloa
ed that peo
e reason for
re not used t
w assignment
creates a lo
the manage
y actually h
of training.
creased. Tryi
mpany is diff
the increasin
and at the s
d workload.
riod and th
4.1.3.7, decr
ees react on
huge proble
93%
Has the chang
desired amo
ed in Ericsso
change increa
eryone belie
more, during
the workloa
ad has incre
ople are com
r why the wo
to their new
ts and they
ot of unnec
ers are awar
elp. The pro
ing to work t
fficult and cre
ng workload
same time tr
In this relat
ey seem to
reasing resul
n decreasing
ems.
ge increased t
Yes No
ount of resis
n during the
sed the work lo
eves that th
interviews (
ad has incre
eased drast
mplaining ab
orkload has
w roles yet as
lack the pro
cessary wor
re of this, b
ocess of gett
towards the
eates a lot of
is the fact t
ry to change.
tion they als
be a bit fr
lts are natur
g results and
7%
the workload
o
tance. The f
e transformat
oad?
he workload
(see append
ased more t
ically since
bout it and t
increased th
s shown in fi
ocesses and
k and in g
but still Erics
ting used to
vision, but st
f work”
that employe
. Several me
so mentione
rustrated ab
ral and shou
d go back to
?
following st
tion or not.
has increas
dix 5) and th
than 10%. A
the change
that they ar
his much see
igure 21. The
the tools to
general it cr
sson continu
o the new ro
till running
ees need to
ntioned this
ed that the r
bout it. How
ld be accept
o the old wa
70
atistic
sed in
rough
Almost
e was
re not
ems to
ey are
carry
reates
ues to
oles is
focus
as an
results
wever,
ted as
ays of
An in
incre
an in
empl
conti
starts
new r
Based
long
Durin
incre
humb
majo
back
empl
the si
6.6
Accor
carry
or no
creasing wo
ased worklo
ncreased wo
oyees in Er
nue, they di
s to decrease
routines.
“I d
d on the amo
time it will t
ng interviews
ased worklo
ble employe
rity of the e
to their no
oyees, they
ituation is no
. Milest
rding to theo
out evaluat
ot the employ
rkload is fru
oad, if it is on
rkload will c
ricsson were
id not know.
e and some
do not know h
n
ount of incre
take before
s, it was also
ad and if Eri
ees will grow
employees. T
ormal routin
can face dif
ot improved
tones an
ory section 4
ions in conn
yees believe
strating, but
nly for a shor
continue wil
e asked for
. Some of th
believed tha
how long tim
not think we
eased worklo
it gets back
o clear that e
csson ignore
w to accept i
There is also
nes. Further
fficulties att
.
nd evalu
4.1.2.3, it is a
ection with t
Ericsson has
t most emplo
rt period of t
ll always be
how long
hem believed
at it will get
me it will take
have reache
oad and the
to normal, E
employees w
es this, it will
it and get u
o the risk tha
rmore, if Er
tracting the
uation
a good idea t
these milest
s established
oyees are pr
time. Howev
frustrating
they think
d that it will
better, whe
e before it w
ed the top ye
fact that em
Ericsson has
were complai
l only get wo
sed to it, bu
at some will
ricsson’s stra
most talente
to set milesto
tones. The fo
d milestones
obably capab
ver, not know
and demora
the increas
be a very lo
n they get m
will decrease,
t”
ployees are
to take acti
ning and not
orse. Maybe
ut it will pro
stop trying
ategy is to
ed and com
ones for a tr
ollowing figu
for the tran
ble of handl
wing for how
alizing. Whe
sed workloa
ong time bef
more used to
I do
not aware o
ion in this m
t happy abo
some of the
obably not b
to change a
replace a
petent prof
ransformatio
re shows wh
nsformation.
71
ing an
w long
en the
d will
fore it
o their
of how
matter.
ut the
e most
be the
nd go
lot of
iles, if
on and
hether
The
miles
a suc
chang
any m
seem
If peo
towa
this d
any p
analy
that p
not r
the c
end o
When
show
majority of
stones for th
ccessful tran
ge. The lack
milestones, a
ms overwhelm
“I
ople cannot
rds it, they
does not see
progress, but
ysis as (see s
people are a
really begun
change and w
of the tunnel
n there are n
ws whether o
Figure 23, Has
the intervie
e transforma
nsformation,
is also a so
at least none
ming which c
“I do not thin
t see the lig
may lose m
m to be the
t in general,
section 4.1.2
accepting it b
yet. Employ
when or if it
l or at least b
not set any m
or not employ
H
s there been pr
ewed emplo
ation. As mil
the lack sh
urce of frust
e the average
can lead to fr
k they evalua
ht at the en
otivation an
case yet. So
they have s
2.2). Why thi
because they
yees are still
t comes, hop
be able to fe
milestones, it
yees believe
22%
Has there beethe t
repared milesto
oyees do no
lestones form
hows that E
tration from
e employees
rustration.
ate the proc
nd of the tu
d belief in t
ome are frust
till not lost f
is is the case
y, to some ex
l waiting to
pefully empl
el that they
t is not poss
e that the tra
n prepared mtransformatio
Yes No
ones for the tra
ot believe t
m the steps t
Ericsson has
m the employ
s are aware
ess. I miss an
unnel and n
the transform
trated about
faith, which
e is difficult
xtent, believ
see a plan t
loyees will b
are moving i
ible to evalu
nsformation
78%
milestones for on?
o
ansformation?
that there h
that eventua
not thorou
yees. When
of, the overa
n overall plan
ot feel that
mation. How
t the fact tha
is also indica
to assess. H
ve that the tr
hat involves
be able to se
in the right d
uate them. H
n is evaluated
?
has been cr
ally should le
ughly planne
there are n
all transform
n”
they are m
wever, in Eric
at they do no
ated earlier
However, it s
ransformatio
s the execut
ee the light a
direction.
However, figu
d.
72
reated
ead to
ed the
ot set
mation
moving
csson,
ot see
in the
seems
on has
ion of
at the
ure 24
The
trans
evalu
asses
In ge
decis
must
thoug
evalu
proce
mean
reaso
proce
attitu
possi
It is a
meas
in ord
The t
instea
creat
The
trans
interviewed
sformation is
uated. This is
ss whether th
neral, Ericsso
ion points (S
decide if a
gh, SDP 4, is
uate the spe
edures in th
ns that they
on for this is
edure, emplo
ude affects th
ble progress
also noticed
sure and eva
der to evalu
theory sectio
ad of just h
ted these mil
reason for
sformation is
Fig
employees
s being evalu
s undesirable
he transform
on is not goo
SDP) spannin
a sale should
s not an actu
ecific sales p
e future. Ho
do not eval
s the culture
oyees believ
he transform
ses.
that severa
aluate a tran
ate, there m
on also state
oping that r
lestones and
why employ
s because the
I
gure 24, Is the t
s obviously
uated. Howev
e as it make
mation is mov
od at evalua
ng from SDP
d receive a
ual decision
process in o
owever, Eric
uate the sal
e. If a proced
e that there
mation as it c
l employees
sformation.
must be som
es that mile
results will a
d therefore t
yees in Eric
ey do not be
42%
Is the transfo
transformation
share diffe
ver, most of
es it difficult
ving in the ri
ting. In their
0 to SDP 4. T
“go” or a “
point, but a
order to lea
csson does n
es processe
dure is not i
is a good ch
complicates
s mentioned
According t
ething to ba
estones shou
automaticall
hey are not
csson believ
elieve it is po
ormation bein
Yes No
n being evaluat
erent opinio
the employe
if not impos
ght direction
r sales proce
These are de
“no go” deci
n evaluative
arn and be
not practical
s. According
immediately
hance that it
the process
that they d
o theory sec
ase an evalu
uld be create
y appear on
able to evalu
ve that it is
ossible to eva
58%
g evaluated?
o
ed?
ons on whe
ees believe t
ssible for the
n or not.
ess they have
cision points
ision. The la
point that s
able to imp
ly complete
g to Ericsson’
y beneficial,
will not be d
by leaving p
o not believ
ction 4.1.2.3
ation on suc
ed intention
n their own.
uate the tran
s not possib
aluate and m
ether or no
that it is not
e manageme
e five officia
s where man
ast decision
should be us
prove unsati
the SDP 4
’s employee
like an evalu
done. This ge
people unaw
ve it is possi
it is possibl
ch as a miles
nally and fol
. Ericsson ha
nsformation.
ble to evalu
measure cha
73
ot the
being
ent to
l sales
nagers
point
sed to
sfying
which
es, the
uative
eneral
are of
ble to
e, but
stone.
lowed
as not
uate a
nge in
74
people. Whether or not this is true is not possible to conclude, but it is possible to evaluate the
processes that are related to the change and performed by people. If milestones are created
and aligned with the overall transformation strategy, it would be possible to evaluate the
transformation and determine if progress are made. As solution sales include much more
customer interaction than traditional product sales, a milestone aligned with the
transformation in Ericsson could involve the amount of time, technical sales people should
spend with customers.
In general, it is clear that the employees miss a plan for the transformation and they lack a
practical direction for how they should work. Milestones could indicate the direction, but at
the moment it seems that the only thing that is giving the transformation a direction is the
vision. People know in which direction to work solely due to the vision, but there should still be
milestones along the way to confirm that they are moving in the right direction. The following
figure illustrates the importance of having milestones even though a good vision is created.
Figure 25, The importance of having milestones Own construction
Ericsson has created a good vision, but they lack the milestones, which prolongs the
transformation process and creates a lot of unnecessary work.
Vision Vision
Vision but no milestones Vision and milestones
Milestones
6.7
Accor
resist
resist
Figur
Ericss
could
are d
of res
becau
It ap
thoro
Howe
confu
well.
The r
unde
pract
earlie
than
Ericss
plann
. Resist
rding to theo
tance. The fo
tance toward
e 26 shows
son. 50% how
d be simply
different from
sistance, but
use of the co
pears that
oughly creat
ever, it look
usion regard
reasons the e
rstand what
tical executio
er, Ericsson f
training th
son plans to
ning to repla
tance
ory section 4
ollowing sta
ds the chang
Fig
s that every
wever, belie
because peo
m departmen
t it does not
onsequences
Ericsson has
ting a sense
ks like they
ing new job
employees m
t they shou
on and job d
focuses on r
em. The qu
replace or if
ace, we do
4.1.5 most tr
tistic shows
ge or not.
gure 26, Is there
ybody believ
eve that ther
ople come fr
nt to depart
t seem like t
s of the chan
s prevented
e of urgency
have not b
descriptions
mentioned fo
ld do exact
descriptions.
eplacing tho
uestion is w
f it comes fro
not know t
50%
Is there resi
Ye
ransformatio
whether em
e resistance to
ves that the
re is only a li
rom differen
tment. In gen
the resistanc
nge such as th
a great de
y and makin
been aware
s and increas
or why there
ly. They are
This relates
ose people th
whether the
om others a
the answer,
50%
istance towar
es A little
on processes
mployees in
oward the chan
ere is resist
ttle amount
nt departme
neral, it seem
ce is towards
he increased
eal of resista
ng the emp
of the fact
sing workloa
is resistance
e aware of t
to the lack
hey believe
resistance
s well. As we
, but based
0%
rds the chang
No
do at some
Ericsson bel
ge?
ance toward
of resistanc
nts and the
ms that ther
s the actual c
d workload.
ance toward
loyees belie
t that perso
ad are source
e is that the e
the vision, b
of training,
are not able
comes from
e do not kno
on general
e?
point face h
lieve that th
ds the chan
ce. This conf
general atti
re is a fair am
change, but
ds the chan
eve in the v
onal insecur
es of resistan
employees d
but they lac
but as ment
e to change r
m the empl
ow who Erics
conversatio
75
human
here is
nge in
liction
itudes
mount
more
ge by
vision.
rity or
nce as
do not
ck the
tioned
rather
oyees
sson is
ons in
Ericss
not ju
to th
must
When
other
frustr
must
consi
they
seem
sever
simpl
unde
(see
analy
and p
No m
alway
resist
it can
It is c
Ericss
son, we belie
ust from the
eory section
accept that
n asked abo
r questions,
ration and re
find a way
der taking in
could simply
m appropriate
ral years to
ly because o
sirable as it
section 6.13
ysis could pro
planning the
matter what a
ys face some
tance or not.
n develop an
clear that the
son. If resist
eve that resi
e ones Ericss
n 4.1.2.4, re
their approa
ut resistance
the worklo
esistance as
to reduce t
n extra work
y slow down
e for Ericsso
execute. Hi
of the expen
is already m
3). Instead, t
obably reduc
transformat
activities Eric
e resistance.
. According
d escalate.
e interviewe
tance is not
istance is co
on is plannin
duce some
ach will creat
e employees
oad has be
well. Should
he workload
k force in the
n the transfo
n. As the tra
ring extra w
nses related.
moving very
taking action
ce the workl
tion by settin
csson initiate
Therefore,
to theory se
Figure 27, Is r
d employees
confronted
0%
Is resista
ming from m
ng to replac
resistance b
te resistance
s have not m
en criticized
d Ericsson tr
d. According
e transforma
ormational p
ansformation
work force fo
At the sam
slowly whic
n on some o
oad and the
ng milestone
es in order to
it is importa
ction 4.1.5, r
resistance bein
s do not beli
and no othe
ance being con
Yes No
many differe
e. If this is t
by training p
e.
mentioned th
d a lot and
ry to reduce
to theory s
ational perio
rocess. How
n is big and e
or that long
e time, slow
h will be ela
of the proble
ereby the res
es.
o reduce res
ant to analyz
resistance sh
ng confronted?
ieve that res
er actions ar
100%
nfronted?
o
nt places an
rue, Ericsson
people. In th
e workload,
d mentioned
some of the
ection 4.1.3
ods to reduce
wever, none o
extensive it w
a period w
wing down th
aborated late
ems mention
sistance. This
istance, Erics
ze whether E
hould always
sistance is be
e taken in o
d employee
n could, acco
he meantime
but in relat
d as a sour
e resistance
3.5, Ericsson
e the worklo
of these solu
will probably
will be undes
he process i
er in the an
ned earlier
s includes tr
sson will pro
Ericsson con
s be confront
eing confron
order to redu
76
s, and
ording
e they
ion to
rce of
, they
could
oad or
utions
y take
sirable
s also
alysis,
in the
aining
obably
fronts
ted as
ted in
uce it,
77
the resistance will remain there. The reasons for why Ericsson is not confronting resistance can
be many. One of them could be that there is no culture or history for confronting people like
that. Another reason could be that management is not aware of who is resisting. However, due
to general conversations in Ericsson, this is not likely. It seemed like people knew very well
who was resisting the change. According to the employees the reason for why resistance is not
confronted is because the managers, who should confront resisting employees, are resisting as
well. If this is true, it can be a huge problem for Ericsson. If those people who should lead the
change are against it, they will not encourage change from their employees and maybe even
prevent it.
“People are not confronted directly because their managers are probably
resisting the change as well “
In general, it seems that resistance from managers is a problem for the transformation. The
following figure 28 shows a presumed picture of where in the organization the resistance is
located. The assumption is based on information from interviews.
Figure 28 shows that especially middle management is creating the resistance. This is
something Ericsson needs to confront as it can be fatal for the transformation if it continues. If
Ericsson’s strategy is to replace the people they do not believe will be able to change, it seems
like middle management would be a good place to start the replacing.
Authority
Res
ista
nce
High
High
Low
Low
Figure 28, Resistance located in Ericsson Own construction
Ericss
in the
have
befor
6.8
The f
princ
impo
right
whet
not, s
the b
whet
Figur
unde
a pro
perce
Figur
the r
custo
son must als
e start up, s
not started
re they actua
. Custo
following is
iples of bei
rtant that th
solutions an
ther employe
several ques
buyers’ expe
ther employe
e 29 shows
rstanding of
oper unders
eption of the
“I need
e 29 also sh
right words
omer with t
so be aware
everal empl
changing ye
ally need to c
mer ori
analyzed in
ng a solutio
he employee
nd thereby h
ees in Ericsso
stions have b
ectations acc
ees in Ericsso
Figur
that most o
f what the cu
standing of
eir business.
d to understa
hows that 30
to say, but
heir busines
of potential
oyees have
et, resistors
change.
entatio
order to ide
on selling or
es in Ericsso
help the cus
on are custo
been asked.
cording to t
on are custom
e 29, Are Ericss
of the emplo
ustomers ex
what they
and everythi
0% is indicat
do not seem
ss. They see
50%
Are Ericsso
Yes
resistance i
not started
can be loca
n and u
entify how f
rganization.
on understan
stomers imp
omer oriente
The answers
theory sectio
mer oriented
son employees
oyees in Eric
pect from th
need to d
ing around th
ed as “in be
m to have a
em to have
30%
on emplyoeeoriented?
In betwee
n the future
to change y
ated, but the
understa
far Ericsson
According t
nd the custo
prove their b
ed and have
s have been
on 4.2.2.1. T
d or not.
s customer orie
csson are cu
hem. It is cle
o for the c
he customer
etween”. The
a clear view
a clear view
20%
s customer
en No
. As the tran
yet. Among t
ey will perha
anding
has come in
to theory se
omers in ord
business. In
a customer
interpreted
The followin
ented?
stomer orien
ar that some
customers a
and find sol
ese employe
of how to
w of the vis
nsformation
these people
aps not be v
n one of the
ection 4.2.1
der to delive
order to id
understand
and compar
ng statistic s
nted and ha
e employees
and have a
lutions”
ees seem to
actually hel
sion and of
78
is still
e who
visible
basic
, it is
er the
entify
ing or
red to
shows
ave an
s have
good
know
lp the
what
Ericss
some
empl
the e
they
that
produ
empl
custo
Even
throu
custo
If the
custo
Ericss
comp
it can
them
amou
depa
6.9
Whe
be ab
comp
that
depa
son wants to
e insight and
oyees are ve
employees a
represent. I
Ericsson is m
uct‐line or s
oyees in m
omer orienta
though the
ughout the i
omers’ busin
e person w
omer needs
son not gett
pany not fully
n block them
m from prod
unt of effec
rtment to de
. Knowl
en companie
ble to share
panies share
the informa
rtment, and
o be and the
d training in
ery technica
re customer
t seems tha
mostly selling
service, the m
ore traditio
ation and und
e statistic sh
interviews a
ess on the ag
“I need to m
was truly cus
in order to d
ing a suitabl
y aligned. Th
m from being
ducing suitab
ct a lack of
epartment.
ledge s
s change the
knowledge.
knowledge
ation flow in
not the othe
erefore they
n order to u
l and mostly
r oriented o
t there is th
g solutions o
more orient
onal segmen
derstanding.
hows that o
nd general
genda. An ex
make sure we
the nee
stomer orie
deliver the s
e customer
his can cause
g able to pro
ble and des
customer u
haring
eir business m
According t
about the c
n solution sa
er way aroun
know the rig
use it in the
y minded on
or not seems
he same dep
or products a
ed towards
nts of the p
.
only 20% are
conversation
xample of th
e win the de
eds of the cus
ented, more
olution that
understandi
e Ericsson to
oduce better
sirable solut
understandin
model to bei
to theory se
customers. A
ales brings i
nd, it is impo
ght words to
eir daily wor
n Ericsson’s p
s to be depe
pendency as
as showed i
the custom
portfolio see
e not custo
ns in Ericsso
his is showed
als, but also
stomer”
focus wou
would win t
ing out throu
miss out on
solutions th
tions for the
ng will have
ing based on
ction 4.2.2,
As figure 10
nformation
ortant that a
o say. Howev
rk. It is also
products. In
endent on w
with wheth
n section 6.1
ers the emp
em to have
mer oriente
on that they
in the follow
understand
ld be on u
the deal. Th
ugh the orga
opportuniti
han their com
eir custome
e on Ericsso
n solution sal
it is especia
in theory se
from custom
n organizatio
ver, they stil
o clear that
general, wh
which depart
her people b
1. The newe
ployees are,
e a less des
ed, it is still
y need to ge
wing quote.
nderstandin
e consequen
anization wil
ies or even w
mpetitors or
ers. Howeve
n, will vary
les, it is impo
lly importan
ection 4.2.4 s
mers to the
on is able to
79
ll miss
some
hether
tment
elieve
er the
while
sirable
clear
et the
g the
nce of
ll be a
worse,
block
r, the
from
ortant
nt that
shows
sales
share
this i
custo
It is c
not b
conce
to de
Ericss
so, E
abou
comp
enha
If acc
with
techn
comp
solut
its cu
repla
was h
sugge
situat
At th
mark
nformation.
omers or not
clear that the
being shared
ept of solutio
evelop and d
son needs to
ricsson shou
t their custo
petitive situa
nce their ma
count manag
EP, the tec
nical perspe
petitors etc.
ion. For exa
ustomers and
ce what was
having difficu
ested replac
tion.
e same time
keting depart
The follow
.
Figure 30,
e majority o
enough in E
on sale is ba
deliver prod
o understand
uld therefor
omers’ cust
ation as we
arket positio
gers in Erics
hnicians wil
ective. If E
they would
ample, if a cu
d the technic
s broken and
ulties provid
ing the old p
e, the accou
tment as we
D
ing figure sh
Does Ericsson
of the intervi
Ericsson. Acc
sed on know
ducts that fit
d them and u
re not only
omers. Furt
ll so they a
n compared
son do not
l only be ab
P is aware
be able to i
ustomer has
cians fix it fr
d have it run
ing sufficien
product with
nt managers
ell. If the ma
18%
Does Ericsson
Yes
hows wheth
share knowled
iewed emplo
cording to th
wledge and i
t the custom
understand t
possess kno
hermore, th
are able to
with their co
share their
ble to solve
e of the cu
nclude these
a problem w
om a techni
n as normal a
nt networks t
h a newer an
s need to pa
arketing dep
73%
n share knowlcustomers?
Not Enoug
her Ericsson
dge about the c
oyees believ
heory section
nformation a
mers and is
their way of
owledge abo
hey need to
identify and
ompetitors.
general kno
problems a
ustomers’ s
e factors wh
with a produ
cal perspect
again. Had t
to all the new
nd much mo
ass on knowl
artment in g
9%
edge about th?
gh No
shares know
customers?
e that custo
n 4.2.3.1, th
about the cu
beneficial fo
doing busine
out their cus
know abou
d create sol
owledge abo
and provide
situation reg
en identifyin
uct that prov
ive only, the
hey known t
w customers
re suited pro
ledge about
general is no
he
wledge abou
mer knowle
is is critical a
ustomers. In
or their bus
ess. In order
stomers, bu
ut the custo
utions that
out the custo
solutions fr
garding stra
ng the best s
vides networ
ey would pro
that the cust
s, they could
oduct for the
customers t
ot informed
80
ut the
dge is
as the
order
siness,
to do
t also
omers’
could
omers
rom a
ategy,
suited
rks for
obably
tomer
d have
e new
to the
about
custo
every
from
are n
mark
this is
new t
The f
dissat
what
misun
the c
In ge
mode
custo
know
know
are c
simila
stron
probl
resou
empl
know
“
There
withi
shari
omers they w
ybody else is
other comp
not able to
keting depart
s not done, t
trends in the
fact that kno
tisfaction am
they pay.
nderstanding
ustomers.
eneral, know
el on soluti
omer, and t
wledge. As E
wledge sharin
created spec
ar solutions
nger. If some
lem and som
urces had th
oyees ment
wledge sharin
“Sometimes c
Ericss
efore, in ord
n a decent
ng.
will lose insid
s able to see
panies. Furth
distribute th
tment also n
the account
e market, the
owledge abo
mong the cus
Furthermor
gs which can
wledge sharin
on sales. T
therefore in
Ericsson is o
ng in order to
cifically to ea
that are ne
e technicians
me other te
hey known
tioned that
ng.
customers co
on’s custome
er to be a le
amount of
de knowledg
e. This will m
hermore, if m
his knowled
needs to sha
managers w
ereby losing
out the custo
stomers as t
re, not sha
n create uns
ng is especi
This is beca
n order to
operating o
o benefit fro
ach custome
eeded, whic
s in Ericsson
echnicians re
that a solut
customers
omplain that
ers in other c
earning orga
f time, Erics
ge about the
mean that th
marketing do
ge to other
are market k
will become n
out on pote
omers is not
they do not
ring knowle
suitable or w
ally importa
use the sol
learn from
on a global
om new solut
er, the mark
ch makes th
n have figure
eceive an id
tion had alr
have comp
t Ericsson is n
countries ha
nization and
sson must r
em and ther
hey are not a
oes not rece
r departmen
knowledge w
narrow mind
ntial opportu
shared suff
feel that the
edge about
wrong solutio
ant when co
lutions are
each soluti
market, ext
tions across
et condition
he incentive
ed out a com
dentical task
ready been
plained to E
not able to fi
ve had the sa
d be able to
recognize th
eby only be
able to strat
ive custome
nts in Ericsso
with the acco
ed and will n
unities.
iciently in Er
ey receive va
the custom
ons and a lon
ompanies ba
created spe
on it is ne
tra effort m
the regions.
ns ensure tha
for knowled
mplex soluti
k, they could
figured out
Ericsson reg
ix a problem
ame issues s
provide high
he importan
able to see
tegically stan
er knowledge
on. Howeve
ount manag
not be able t
ricsson can c
alue equivale
mers can le
nger lead tim
ase their bu
ecifically to
ecessary to
must be put
. Though solu
at it is often
dge sharing
on to a cost
d spare tim
t. In fact, se
garding a la
as they kno
solved”
h quality solu
nce of know
81
what
nd out
e they
r, the
ers. If
to see
create
ent to
ad to
me for
siness
each
share
t into
utions
n very
even
tumer
e and
everal
ack of
w
utions
wledge
The f
right
It is c
for kn
lies in
will p
and m
Furth
shari
empl
6.1
Accor
reach
depa
make
and m
believ
following fig
tools for kno
clear that th
nowledge sh
n the culture
probably not
making them
hermore, som
ng. Sharing k
oyees instea
0. Align
rding to theo
h the desired
rtments. Esp
e clear strate
marketing w
ve sales and
ure shows w
owledge sha
Figure 31, A
e interviewe
haring. Instea
e. Again, they
be done. Sh
m available w
me employe
knowledge a
ad of themse
nment
ory section 4
d results. Thi
pecially the s
egies toward
work togethe
marketing c
whether the
ring or not.
re there prope
ed employee
ad, they beli
y refer to the
haring knowl
which is not
ees mention
about a speci
elves, and the
4.2.3, solutio
is subsection
sales‐ and m
ds different
er. The follo
cooperate en
78%
Are there prsha
interviewed
er tools for kno
es in general
eve that the
e fact that if
ledge include
t immediate
ned that the
ific solution
erefore they
on sales req
n analyzes ho
marketing de
customers.
owing statist
nough or not
%
roper tools foaring in Ericss
Yes No
d employees
wledge sharing
believe tha
e reason for t
a process is
es evaluating
ly beneficial
ere is a lack
will probably
y are not mot
uire a great
ow well Eric
partments n
Therefore, i
ic shows wh
t.
22%
or knowledge son?
o
believe that
g in Ericsson?
t Ericsson po
the lack of k
not immedi
g projects, co
for the ind
of incentive
y be more be
tivated to sh
deal of align
sson is align
need to be a
t is also imp
hether empl
t Ericsson ha
ossesses the
knowledge sh
iately benefi
onducting re
ividual emp
es for know
eneficial for
hare it.
nment in ord
ing their diff
aligned in ord
portant that
loyees in Eri
82
as the
e tools
haring
cial, it
eports
loyee.
wledge
other
der to
ferent
der to
t sales
icsson
Figur
mark
famil
and u
is hap
descr
shoul
the m
only
decen
Whet
not, i
units
respo
know
sectio
out o
From
sales
to bu
e 32 shows
keting depart
iar with the
utilizing their
ppening at t
ribes as a typ
ld be dealing
marketing de
some marke
ntralized uni
“Ma
are
ther Ericsson
is not possib
work togeth
onsible for t
wledge abou
on 4.2.2.3, e
on opportuni
m what has b
department
uild a more h
Figure 32, Doe
that the int
tments work
importance
r different ab
the moment
pical structur
g with marke
epartment is
et research.
its througho
rket research
e not able to
th
n’s setup reg
ble to say. W
her and form
he market r
ut the mark
end up havin
ties.
een experien
t and those r
holistic view
D
es the sales and
terviewed em
k sufficiently
of having th
bilities to ide
t. Ericsson is
re. The mark
et research a
s a small un
Instead, mo
ut different d
h is very imp
get resource
he work ours
garding the
What can be
m a joint pictu
esearch, do
et and cust
g a too narro
nced throug
responsible f
and to creat
40%
Does the salescoo
d marketing de
mployees in
y together. I
e sales‐ and
entify opport
s structured
keting depar
and to a less
nit that deals
ost market re
departments
portant, but w
es from mark
selves within
decentralize
said is that
ure of the m
not cooper
tomers, eac
ow view of w
h the intervi
for the mark
te strategies
s and marketioperate enou
Yes No
partment coop
Ericsson do
t is clear tha
marketing d
tunities, but
differently c
rtment, as de
extent com
s mostly wit
esearch in E
s.
with the curr
keting to do i
n the practice
ed market re
it is extreme
arket situati
ate with the
h departme
what their cu
iews in Erics
ket research
s for the diffe
60%
ng departmeugh?
o
perate enough?
o not feel th
at a lot of th
departments
unfortunate
compared to
escribed in th
mercial mark
th commerci
ricsson is ca
rent structure
it. We do 95%
e”
esearch unit
ely importan
on. If the em
e sales depa
ent will, acc
ustomers wa
son, it does
are working
erent segme
nt
?
hat the sales
he employee
s working tog
ely this is not
o what the t
he theory se
keting. In Er
ial marketin
arried out in
re, we
% of
ts is a proble
nt that all of
mployees, wh
rtment and
cording to t
ant and thus
not seem lik
g together in
ents or custo
83
s‐ and
es are
gether
t what
theory
ection,
icsson
g and
small
em or
these
ho are
share
theory
s, miss
ke the
order
omers.
Howe
(see s
it wit
ident
betw
empl
depa
all de
Last,
exten
situat
coop
losing
those
Havin
differ
ment
more
from
help
some
corpo
situat
If Eric
need
funct
good
ever, they ar
section 6.12
th the other
tified. One r
ween the sa
oyees feel t
rtment keep
epartments u
the reason
nt that no on
tion. It is no
erate. Howe
g opportunit
e related to p
“Marketin
c
ng the sales
rent custom
tioned earlie
e, but they d
the sales‐ a
distribute in
e employees
orate level. S
tion could he
csson wants
s, besides
tionally. The
at working c
re cooperati
). Every dep
segments. S
reason could
ales‐ and m
that marketi
ps too much
use different
could also b
ne really kno
ot possible t
ever, it shou
ties by not co
profit.
ng is missing
customers se
and market
mers could a
er in the anal
do not get a
nd marketin
nformation o
s mentioned
Strategies to
elp employe
their emplo
correcting t
following s
cross‐functio
ng about ke
artment is d
Several pote
d be that in
marketing de
ing is still to
information
t systems, wh
be that the e
ows who to
to say exact
ld be stated
ontinuously a
g a dimension
earch for, and
ing departm
also explain
lysis. The em
ny clear info
ng departme
on Ericsson’
that there
owards diffe
es get a bett
yees to be a
the missing
statistic show
onal in Ericss
ey deals whic
doing market
ntial reasons
some place
epartments.
oo product
to themselv
hich make th
entire marke
gather in or
ly why the d
d that, accor
aligning thes
n where they
d then turn t
ments not coo
why emplo
mployees kno
ormation fro
nts there is
s strategy t
were clear
rent custom
ter understa
ble to create
g alignment,
ws whether
son or not.
ch will be el
t research, b
s for this, wh
es in Ericsso
Another r
orientated a
ves. Furtherm
he knowledg
eting departm
rder to form
different de
ding to theo
se departme
y should be l
to the accoun
operating an
oyees do no
ow they have
om Ericsson.
not much in
owards the
strategies, b
mers and insi
nding of wha
e solutions a
, to be ab
Ericsson’s e
aborated lat
but they are
hich fit the t
on, the atmo
reason could
and some fe
more, it has
e sharing mu
ment is dece
a joint pictu
partments in
ory section 4
nts with oth
istening mor
nt managers
nd aligning s
ot understa
e to underst
. As there is
nternal mark
customers.
but they wer
ght into the
at they need
nd not just p
le to work
employees f
ter in this an
not really sh
theory, have
osphere is t
d be that
eel that the
been notice
uch more dif
entralized to
ure of the m
n Ericsson d
4.2.2.3, Erics
er objectives
re to what
s”
strategies tow
nd their ro
tand the cust
s no joint str
keting which
In the inter
re often on
eir specific m
d to do.
products, Er
k together
feel that the
84
nalysis
haring
e been
ensed
some
sales
d that
fficult.
o such
market
do not
son is
s than
wards
ole, as
tomer
rategy
could
rviews
a too
market
icsson
cross‐
ey are
Figur
a clea
produ
to cr
work
The s
work
ident
the s
syste
show
there
open
6.1
When
meas
whet
the tr
e 33 shows t
ar indication
ucts or servi
eate valuab
cross‐functi
sales informa
ing cross‐fu
tification of o
sales departm
m. This force
wed as an op
e is a clear a
up for the p
1. Meas
n a transfor
surement sy
ther or not e
ransformatio
Figure
that only 33%
n that Ericss
ces from dif
le and suita
ionally.
ation system
unctional. Th
opportunitie
ment that a
es every opp
pportunity. T
lignment of
possibility tha
suremen
mation is m
ystems are
employees in
on.
33, Is Ericsson
% believe th
son is workin
fferent depa
ble solution
m in Ericsson
he sales inf
s to final sale
are able to r
portunity to g
he very rigid
the strategy
at more emp
nts
ade, it is ac
aligned wit
n Ericsson be
33%
Is Ericsson
good at worki
hat Ericsson i
ng in segme
rtments, it is
ns, when the
clearly show
formation s
e. Unfortuna
report oppo
go through a
d sales inform
y that emplo
ployees could
ccording to t
th the trans
elieve that th
n good at worfunctional?
Yes No
ng cross functi
s good at wo
ents. As satis
s difficult to
ey are divide
ws that they
ystem is se
ately, it is on
rtunities and
an account m
mation syste
oyees are aw
d bring in op
theory sectio
sformation.
he measurem
67%
rking cross‐
o
onally?
orking cross‐
sfying solutio
see how Eri
ed into segm
have trouble
et up to co
ly the accou
d other info
manager befo
em should n
ware of. Furt
pportunities f
on 4.1.3.3 im
The follow
ments have b
‐functional. T
ons often in
icsson will be
ments and d
e cooperatin
ontrol sales
nt managers
ormation int
ore it can ev
ot be necess
thermore, it
for Ericsson.
mportant tha
wing figure s
been aligned
85
This is
nclude
e able
do not
ng and
from
s from
o this
ven be
sary if
could
at the
shows
d with
It is c
been
encou
work
The f
meas
contr
fact,
solut
produ
depa
find t
while
sellin
be re
Howe
If the
decid
meas
point
Figu
clear that th
aligned wit
urages peop
towards the
“We are s
fact that the
suring the
radictory to
measuring
ions. This is
ucts and se
rtment may
the best ove
e the accoun
g a specific
ewarded, foc
ever, a busin
e above me
de who shou
surement sy
t of view, in o
ure 34, Has the
he interviewe
th the transf
ple to work
e new strateg
till working i
people are
e measureme
sales of sp
how compan
on the sale
s because se
ervices and
identify the
erall solutio
t manager c
product inst
us on finding
ness model b
ntioned situ
uld be rewa
ystems, whe
order to not
e measurement
ed employee
formation. T
as they did
gy.
in very indivi
e very focuse
ent system i
pecific prod
nies should
es of specifi
elling solutio
includes sev
e opportunit
n whereas a
coordinates t
ead of coop
g the best so
based on solu
uation regard
rded and re
n selling so
encourage s
18%
Has the measaligned with
t system been
es do not b
This is inapp
before the
idual structu
ed on reachin
in Ericsson h
ucts. Accor
measure wh
ic products
ons means s
veral differe
ty while seve
another dep
the different
erating with
olution will fa
ution sales d
ding solutio
egistered fo
lutions, sho
specific prod
surement sysh the transfor
Yes No
aligned with th
elieve that t
ropriate as t
change, inst
res and mea
ng their own
has not chan
ding to the
hen they are
is destructi
selling the b
ent departm
eral other d
partment im
t processes.
h other depa
all behind.
oes complic
n sales is th
r making th
uld be done
uct sales.
82%
stem been rmation?
o
he transformati
the measure
the old mea
tead of enco
sured within
objectives”
nged means
eory section
based on se
ve when fo
best combina
ments. In so
epartments
plements it.
If one depar
rtments, as
ate the mea
he case, it w
e sale. Ther
e from a mu
ion?
ement system
asurement sy
ouraging the
n these and
that they ar
n 4.2.2.1 t
elling solutio
ocus is on s
ation of diff
olution sales
work togeth
. This is the
rtment focus
a specific sa
surement sy
will be diffic
refore, setti
uch more h
86
m has
ystem
em to
re still
his is
ons. In
selling
ferent
s, one
her to
case,
ses on
le will
ystem.
cult to
ng up
olistic
Accor
perfo
true,
meas
need
syste
diffic
6.1
Accor
organ
the m
follow
joint
Figur
any g
pursu
do no
of the
role i
starte
is bec
for th
empl
rding to the
ormance in c
it must be
surement sy
s to recogn
ms. If they d
ult as the cu
2. Prior
rding to th
nizations prio
most benefic
wing statistic
prioritization
e 35 clearly
good joint pr
ued with the
ot know whe
e reasons fo
s, which is m
ed to turn do
cause, in suc
heir custome
oyees would
eory section
onnection w
e concluded
ystems must
nize the imp
do not chan
rrent system
ritization
eory sectio
oritize their
cial opportu
c shows whe
n of opportu
Figure 35
shows that
rioritization
e same prior
ere to put in
or the resista
mentioned ea
own some o
ch case, Eric
ers. At the sa
d actually be
n 4.2.2.1, on
with solution
that if solu
t be holistic
portance of
ge the syste
m does not en
n
n 4.2.2.3, o
opportunitie
nities and p
ether the inte
unities or not
5, Is there a goo
the intervie
of opportun
ity. It is clea
their effort.
ance or for t
arlier in this
of their custo
sson would
ame time it c
able to focu
20%
Is there a gooop
ne academi
sales does n
ution selling
and not en
this and re
em, changing
ncourage so
operating so
es in order t
put in the w
erviewed em
t.
od joint prioriti
ewed emplo
nities. In gen
r that this fr
. This lack of
the fact that
analysis. If E
omers, they
be able to f
could maybe
us on changin
od joint prioripportunities?
Yes No
c scholar ev
not improve
companies
ncourage sp
emove or re
g employees
lution selling
olution sale
to spend the
work where
mployees fee
ization of oppo
yees in Erics
eral, most o
rustrates a lo
f prioritizatio
t some peop
Ericsson prio
might get so
ocus more o
bring down
ng as well.
80%
itization of
o
ven believes
results. Whe
do choose
ecific produ
estructure t
s’ behavior w
g, but just th
es successfu
e majority of
it is needed
el Ericsson is
ortunities?
sson do not
of Ericsson’s
ot of employ
on could very
le are unsec
ritized their
ome more va
on creating t
some of the
s that meas
ether or not
to measure
uct sales. Er
the measure
will be even
e opposite.
ully requires
f the resourc
d and usefu
good at ma
feel that th
opportunitie
yees as they
y well also b
cure of what
opportunitie
aluable deals
the right solu
e workload, s
87
suring
this is
e, the
icsson
ement
more
s that
ces on
l. The
king a
here is
es are
often
be one
t their
es and
s. This
utions
so the
Priori
and i
oppo
oppo
empl
them
on op
Ericss
shoul
This i
tradit
Howe
has re
are th
are a
Ericss
work
syste
why s
each
6.1
The f
chang
itization is d
it was often
ortunities me
ortunities, ins
oyees regar
m “kick of me
pportunities
son not prio
ld not have
s because th
tional transa
ever, employ
ecently been
he most imp
able to discu
son bring th
ing on key d
m that only
some depart
have a diffe
3. Spee
following fig
ge is being im
“We shou
efinitely som
expressed t
eaning that
stead of turn
ding the SD
eetings”. It is
that never s
oritizing thei
been pursue
he costs asso
actional sale.
yees in Erics
n implement
ortant oppo
uss the custo
he customer
deals. One d
deals with a
tments creat
rent list of ke
ed of ch
gure shows w
mplemented
uld be better
treating
mething a lo
through the
more often
ning them do
P1 meetings
clear that a
should have
ir opportuni
ed from the
ociated with
son do get t
ted to help E
rtunities. Th
omers and t
strategy an
downside to
small piece
ted their own
ey deals doe
ange
whether the
d too fast or t
r at prioritizi
g all opportu
t of employe
interviews
than not, E
own. This ha
s. Instead of
a lot of emplo
been pursu
ties and no
start can be
selling solut
together and
Ericsson prior
he list is revie
their needs d
nd customer
this list of k
of Ericsson’
n list of key
es not help th
e interviewed
too slow.
ing opportun
nities alike”
ees in Ericss
that Ericsso
Ericsson dec
s also led to
f being decis
oyees feel th
ed in the firs
t turning do
e that a lot o
ions are muc
d prioritize s
ritize and ke
ewed every s
during these
knowledge
key deals is
s opportunit
deals. The fa
he overall lac
d employees
nities. We are
on feel coul
n has a “go”
ides to take
a common e
sive meeting
hat they spen
st place. Th
own those o
of time and
ch higher com
some deals. A
ep focus on
second week
e reviews, th
to those em
that it exists
ties. This is a
act that diffe
ck of alignme
s in Ericsson
e
d be done b
” culture tow
e on questio
expression a
gs, employee
nd too much
e consequen
opportunities
money is wa
mpared to a
A list of key
what they b
k and if empl
his list might
mployees ac
s in a fragm
also the reas
erent departm
ent
n believe tha
88
better,
wards
onable
among
es call
h time
nce of
s that
asted.
more
deals
elieve
oyees
t help
ctually
ented
on for
ments
at the
It is c
slowl
but s
4.1.5,
trans
36, it
repre
Howe
much
traini
empl
into s
strate
point
resist
Maki
quick
with
strate
In ge
idea.
proce
which
stop
clear that th
y. The overa
since then th
, a transfor
sformation a
t must be c
esents a slo
ever, accord
h focus on t
ing is someth
oyees instea
support, but
egy of the im
ts towards t
tance clearly
ng people c
kly, which is
a lot of help
egy of imple
neral, placin
The chang
esses. Howe
h lead to a lo
ignoring resi
Figure
he interviewe
all attitude w
he transform
rmation can
nd the type
concluded th
ow transfor
ding to theor
training and
hing Ericsson
ad. Furtherm
t ignoring it.
mplementati
the right, b
y points tow
change is ne
what the le
p to ease the
mentation, t
g the change
e is drastic
ver, Ericsson
ot of frustrat
istance.
e 36, Is the chan
ed employee
was that in t
mation had b
be placed
of strategy t
hat Ericsson
mation proc
ry section 4
on helping
n has been n
more, they a
This means
on. The ove
ut replacing
wards the lef
ever easy wh
ft side of th
e “pain”. Ho
they are cha
e in Ericsson
and theref
n needs to r
tion and the
0%
Is the change
To
nge happening
es believe th
the beginnin
been running
on a conti
that is used t
n is placed f
cess with a
4.1.5, being s
employees
neglected du
re not confr
s that Ericsso
rall speed a
g employees
ft. These co
hich is why
he continuum
owever, whe
anging slowly
n on the right
fore employ
recognize th
erefore, they
e happening tslow?
oo fast Too
g too fast or too
hat the chan
ng, the trans
g very slowly
nuum that
to implemen
far to the r
a more gen
situated on
adapt to th
ring the chan
ronting resist
on is not co
nd the lack o
s instead of
ntradictions
it should be
m represents
n Ericsson is
y but withou
t side of the
yees need t
hat they are
need to sta
100%
too fast or too
o slow
o slow?
nge is being
sition was m
y. According
illustrates t
nt it (see figu
right on the
ntle approac
the right sh
he change. A
nge as they f
tance and tr
nsistent rega
of planned p
f training th
lead to a lo
e done eithe
s, or it shoul
s inconsisten
ut any help to
continuum
to adjust slo
applying dif
rt training th
o
implemente
made very qu
to theory se
the speed o
ure 5). From
e continuum
ch to resist
hould also in
As shown e
focus on rep
rying to conv
arding the o
processes str
hem and ign
ot of frustra
er “painfully
ld be done s
nt with the o
o ease the “
seems like a
owly to the
fferent strat
he employee
89
ed too
uickly,
ection
of the
figure
as it
tance.
nclude
arlier,
placing
vert it
overall
rongly
noring
ations.
y” but
slowly
overall
pain”.
a good
e new
tegies,
es and
Howe
unde
of em
be aw
Overa
the to
made
chang
urgen
done
the t
impo
was h
of cre
hot a
urgen
excite
Thou
they
much
advan
As th
that t
more
trans
Howe
short
ever, consid
rstandable t
mployees can
ware of the f
all, it seems
op, and now
e very quick
ge from the
ncy was crea
to plan or p
transformati
rtance of th
hired in Mar
eating a driv
and used the
ncy and und
ement and m
gh employee
are also tire
h change. Ne
ntage of, now
is analysis is
the lack of a
e willingness
sformation w
ever, based
tly after the t
dering that
that they wa
n take away
fact that this
like the tran
w the transfo
ly, it seems
e start. How
ated and the
prepare for th
on. No one
e transform
rch 2011 doe
e nine mont
e momentu
derstanding f
motivation fo
es are still m
ed of the tra
evertheless,
w a program
s based on a
actions, taken
s and abilit
will have em
on the inter
transition wa
t Ericsson
nt to do it slo
much knowl
strategy rem
nsition has b
rmation has
that the em
wever, it see
e vision was
he transform
e has been
ation. Howe
es imply that
hs after the
m created a
for the visio
or the chang
motivated for
ansformation
they are st
m manager ha
n ongoing pr
n in connect
ty to chang
ployees cha
views, it is o
as made.
has chosen
owly and con
ledge from t
markably slow
been foisted
s to come fro
mployees we
ems like the
s communica
mation. It stil
driving it, t
ever, the fact
t they are no
transition, t
at that point
on, which we
ge, but as litt
r the change
n as it has o
till aware of
as arrived.
rocess, it can
tion with the
ge. Maybe
ange faster,
our belief tha
n to repla
ntinuously, a
the company
ws down the
upon Ericsso
om within. Ev
ere actually
e managers
ated from to
l looks like t
aken initiati
t that a tran
ow aware of
hey should h
t. The actua
ere created
tle happened
e, they are n
only brought
its necessit
nnot be reje
e transforma
all the wait
when the tr
at the best r
ce many e
as a quick rep
y. Neverthele
e transforma
on Region La
ven though t
ready and m
were not. W
op managem
here is a lack
ive and trul
sformation p
f the lack of
have struck w
l transition
at that time
d the excitem
ot exited any
t a lot of ex
y which Eric
cted that the
ation, will act
ting and he
ransformatio
result would
employees,
placement o
ess, Ericsson
ation process
atin America
the transitio
motivated fo
While a sen
ment, nothin
k of leadersh
ly recognize
program ma
drive. But in
while the iro
and the sen
e, created a
ment disappe
ymore. To a
xtra work an
csson should
ere is a poss
tually create
earing abou
on is speede
have been
90
it is
of a lot
n must
s.
a from
n was
or the
nse of
g was
hip for
ed the
anager
nstead
on was
nse of
lot of
eared.
point
nd not
d take
sibility
e even
ut the
ed up.
to act
6.14
The
empl
leade
trans
a fair
direct
level
The a
incre
are c
are st
conti
incre
to th
show
empl
ineffi
The l
chang
of tho
becau
repla
ignor
initiat
leadin
As a
chang
on se
at kn
4. Conc
analysis has
oyees, creat
ership, plans
sformation to
rly aligned d
tion Ericsson
and it is the
analysis has
ased worklo
omplaining.
till motivate
nues, the re
ased worklo
e fact that t
wed in the a
oyees are c
ciency, whic
lack of leade
ge, creating
ose manage
use the man
ced before t
ring the cha
tive. Further
ng stars Erics
result of the
ge into a sol
elling produc
nowledge sh
clusions
s shown ho
te a good vis
and defined
ogether, is th
direction is t
n wants to go
refore difficu
also shown
oad. Employe
Because of
d for the ch
esistance w
ad. One of t
here is a lac
analysis. Bec
confused ab
ch results in m
ership is ob
the plans, d
rs are not in
agers, who a
they start ch
nge, will be
rmore, repla
sson wants t
ese problem
ution selling
cts. Besides t
aring, is alle
s for the
ow importan
sion and com
d processes.
he sense of
the vision. B
o, but the vis
ult to transla
that one of
ees are work
the valuable
ange, but th
ill probably
hem is relate
ck of training
cause of the
bout what t
more work.
vious as not
efining the p
n favor of th
are in favor o
hanging. It is
replaced an
cing the non
to lead the w
s, Ericsson is
company, th
the problems
egedly block
e analys
nt it is to c
mmunicate it
It seems lik
urgency with
Because of t
sion is not ad
ate it into spe
the big prob
king much m
e sense of u
he increased
only get bi
ed to the lac
g involved in
e lack of pla
hey should
t enough m
processes an
e change an
of the chang
s believed th
nd this is ap
n‐supporters
way.
s not changi
he analysis h
s mentioned
ing the chan
sis
create a su
t. The transfo
ke one of the
hin employe
he vision, th
dapted and b
ecific proces
blems related
ore now tha
rgency creat
workload is
igger. There
ck of plans an
n the transfo
ans, defined
do and ho
managers are
nd driving it.
nd therefore
e, are waitin
at a lot of th
ppropriate a
s from middle
ng remarkab
has shown th
d before, the
nge. As a cr
fficient sens
ormation in
e only things
es and the o
he employee
brought dow
ses.
d to the tran
an they did b
ted within e
s wearing pe
are severa
nd defined p
rmation, wh
d processes
w to do it
e taking resp
This is partl
ignore it. It
ng for a lot of
he middle m
s the chang
e manageme
bly. Though
hat Ericsson i
fact that Er
ucial part of
se of urgen
Ericsson is la
s, which hold
only thing giv
es know in
wn to an ope
nsformation
before and p
employees, p
eople out, an
l reasons fo
processes, bu
hich has also
and training
and this cr
ponsibility fo
ly because se
t also seems
f employees
managers, wh
ge lacks driv
ent can crea
they are try
is still too fo
ricsson is not
f solution sa
91
ncy in
acking
ds the
ving it
which
rating
is the
people
people
nd if it
or the
ut also
o been
g, the
reates
or the
everal
to be
s to be
ho are
e and
te the
ying to
ocused
t good
ales is
know
proce
actio
inform
sighte
empl
to inc
In ge
the r
comp
carrie
Espec
Ericss
very
This
phase
trans
chang
have
from
thoug
the to
was m
same
ident
Ericss
comb
chang
produ
believ
signif
iron
wledge shari
esses and lea
ns that are n
mation is in
ed attitude,
oyees felt th
centivize kno
neral, the tr
reasons for
pared to ho
ed out.
cially the ord
son created t
suddenly the
means that
e”. In genera
sition. Furthe
ge properly.
the right em
Ericsson Re
gh the regio
op managem
made. As on
e problems
tify whether
son Region
bination of
ge from mo
uct based b
ve that an o
ficant change
was hot, b
ng, this is a
adership, but
not immedia
n general too
but perhaps
hey had the t
owledge shar
ansformatio
this, but th
w a transfo
der, of whic
the sense of
e structural
Ericsson jum
al, not much
ermore, they
It is noticea
mployees to
egion Latin
n was not re
ment did not
ly Ericsson R
are occurrin
top manage
Latin Amer
both, we ha
ore than thr
usiness mod
organization
e. As mentio
but they we
an undermin
t also the cu
ately benefic
o loose. Em
s it would be
time to do it,
ring.
n is moving
here are som
ormation, ac
h some of t
f urgency and
transition w
mped very q
training has
y do not be
able that Eri
transform. T
America, bu
eady. As this
t ensure that
Region Latin A
ng in other
ement has b
ica has bee
ave not fou
ee months
del to a solu
would need
oned earlier
ere simply n
ning lack. Ag
lture plays a
cial such as e
ployees bla
e able to cha
, or if new m
very slowly.
me larger as
ccording to t
he actions h
d communic
was made wit
quickly from
s been given
elieve they h
csson makes
This clearly
ut has been
s change wa
t every regio
America has
regions as w
een too care
en too slow
und any doc
before the
ution selling
much more
in the analy
not ready.
gain the pro
a big part. Th
evaluations a
me the Lati
ange if the w
measurement
A lot of the
spects of th
the theory,
have been d
ated the visi
thout any pr
m the “unfre
in Ericsson a
have the righ
s the transit
indicates tha
forced upo
s made glob
on was actua
s been invest
well, and it
eless and too
w to get rea
cuments or
transition la
g business m
e than three
ysis, Ericsson
Therefore, t
oblems lie w
e attitude in
and spendin
n culture fo
workload was
t systems we
problems ju
he change t
should be p
one, is not a
on, which w
rior training
ezing phase
and all of it h
ht employee
ion knowing
at the chang
on by top m
bally in Ericss
ally ready wh
tigated, we d
is therefore
o fast with t
ady. Though
notifications
ast year. As
model is a dr
months to p
should have
they are fo
within the la
n Ericsson tow
ng time on sh
or this very
s broad dow
ere set up in
ust mentione
hat is incoh
put togethe
appropriate.
was good. But
and prepara
e” to the “m
has been aft
es yet in ord
g that they d
ge does not
management
son, it seem
hen the tran
do not know
e not possib
the transition
it is proba
s mentionin
changing fr
rastic chang
prepare for s
e stroke whi
orced to un
92
ack of
wards
haring
short‐
wn and
order
ed are
herent
er and
First,
t then
ations.
moving
er the
der to
do not
come
even
s that
nsition
w if the
ble to
n or if
ably a
ng the
rom a
ge, we
such a
le the
dergo
“unfr
has le
6.1
The f
trans
on th
Plan t
First
chang
plan,
settin
get so
Train
Ericss
sales
Ericss
will b
on so
the a
respo
the a
build
etc. T
are s
situat
techn
respo
and b
relati
reezing” acti
ed to a lot of
5. What
following de
sformation s
he analysis.
the change a
of all, Erics
ge should be
in order to
ng milestone
omething ta
ning
son needs to
is a radical
son focuses
be replaced.
ome of the c
account ma
onsibility and
ccount mana
ing, and this
The fact that
send to cust
tion. This m
nicians and
onsibility. Ha
be able to ea
ionship build
ons in the “m
f problems, w
t should
scribes what
uccessful. Th
and set mile
son needs t
e thoroughly
o keep track
es will may r
ngible to app
o start train
change and
on replacing
The roles of
ustomer res
anagers’ role
d instead th
agers and th
s should inc
t Ericsson ha
tomers for t
makes is muc
this makes
ad they rece
asier let go s
ding.
moving phas
which Ericsso
d Ericss
t we believe
he advices a
estones
to create an
y implement
of how the
remove som
proach in the
ning their em
d employees
g a lot of pe
the technici
ponsibility a
e has chang
ey should a
e technician
clude custom
as a “learnin
the first of t
ch more diff
them rese
eived training
some respon
se”, and tho
on is facing r
son foc
e Ericsson sh
are based on
n overview o
ted. Then th
e implement
e resistance
eir everyday
mployees. Ch
s need traini
eople, they s
ians have ch
nd in genera
ged. They
pproach the
ns should rec
mer understa
g by doing”
times, they
ficult for the
erved regard
g, the accou
nsibility and
ugh this mig
right now.
us on n
hould focus
n knowledge
of the trans
hey need to
ation is prog
e and insecur
routines.
hanging into
ing to make
should provid
anged drast
al, be much
need to let
e customer m
ceive training
anding, prob
approach in
are not awa
e account m
ding passing
unt manager
instead be
ght be possib
now?
on now in o
from the th
formation a
set mileston
gressing. Cre
rity within e
o solution sa
such a cha
de training,
ically as they
more custom
t go some
more strateg
g within cust
blem diagnos
ncludes that
are of how
managers to
g on some
s would trus
able to focu
ble to carry o
order to mak
heory sectio
and plan how
nes related t
eating a pla
employees as
ales from pr
nge. Even th
as not every
y now should
mer oriented
of the tec
gically. Ther
tomer relatio
sis, listening
when techn
to handle s
have faith i
of the cust
st the techn
us on the str
93
out, it
ke the
n and
w the
to this
n and
s they
roduct
hough
ybody
d take
d. Also
hnical
efore,
onship
g skills
nicians
such a
in the
tomer
nicians
ategic
Furth
insec
it wo
Defin
Ericss
job is
the p
speci
their
shoul
could
Prior
Throu
suffic
mino
oppo
bette
spend
to de
The p
from
too m
be ab
oppo
Align
Ericss
trans
encou
would
could
hermore, if E
urity and it w
uld bring do
ne processes
son should d
s. Too many
processes we
fically in ord
role in the
ld also bring
d probably al
itize opportu
ugh the an
ciently. If the
r and less b
ortunities, th
er customer
d time on th
ecrease and t
prioritization
the differen
much in segm
ble to create
ortunities to p
n measureme
son should
sformation. T
urage people
d be encour
d decrease p
Ericsson sta
would also m
wn the work
s
define the n
employees
ere defined,
der to chang
e transforma
g down the v
lso increase t
unities
alysis, it w
ey started d
eneficial op
ey would be
understandi
e important
thus the resi
n should be b
nt marketing
ments, but b
e a holistic v
pursue, and
ent systems
create ne
Today, empl
e to change.
raged to cha
ersonal inse
rted training
make employ
kload and the
ew processe
are unaware
the employ
ge. By doing
ation, and th
vision to an o
the efficienc
as clear tha
doing that, t
portunities.
e able to foc
ng. Also, if th
and benefic
stance towa
based on inf
department
by combining
view of the e
thus be bett
ew measur
oyees are m
If they set u
ange, and th
curity. Furth
g their emp
yees more ef
ereby the re
es and make
e of how the
yees would
g so, it woul
his could re
operating lev
cy.
at Ericsson
they would b
Furthermore
cus more on
he opportun
cial opportun
rds the chan
formation fro
ts. From the
g knowledge
entire marke
ter at prioriti
ements an
measured bas
up measurem
hey would g
hermore, cre
loyees, it w
ffective. If em
sistance.
e employees
ey should co
be able to
d leave few
educe resista
vel and trans
does not p
be able to c
e, if Ericsson
n specific cus
nities were p
nities, which
nge.
om the sales
analysis it is
e from these
et, and there
izing.
d they sh
sed on the o
ments aligne
get specific p
eating an ide
ould remove
mployees we
s aware of w
ntribute to t
identify wha
er employee
ance. Defini
slate it into s
prioritize th
cut away cos
n started pri
stomers and
rioritized, Er
would allow
s departmen
s clear that E
department
eby be able
ould be a
old systems
d with the ch
processes to
a of which p
e a great d
ere more eff
what their sp
the change,
at they shou
es insecure
ing the proc
specific tasks
heir opportu
sts related t
ioritizing the
d thereby cre
ricsson would
w for the wor
nt and on res
Ericsson is wo
ts, Ericsson w
to identify
ligned with
and this doe
hange, empl
o focus on,
processes to
94
eal of
ective
pecific
and if
uld do
about
cesses
s. This
unities
to the
e right
eate a
d only
rkload
search
orking
would
which
h the
es not
oyees
which
focus
on, c
Align
envir
produ
Inter
In or
regar
custo
unde
really
gene
Interd
Many
interd
autom
When
efficie
affect
interd
could impro
ing measur
onment. As
uct sales, the
nal marketin
rder to bett
rding the cu
omer orient
rstanding. A
y understand
ral focus tow
dependencie
y of the pr
dependent.
matically sol
n training is
ent, which d
t the gener
dependencie
ve the effic
rement syst
solution sal
e new measu
ng
ter understa
ustomers. In
ed, they d
As stated in
d it. Therefor
wards the cus
es
roblems, we
This means
ves another
provided, em
decreases th
ral resistanc
es.
ciency and t
tems should
es is based
urement sho
and the cus
the analysi
id not truly
the analysis
re, Ericsson
stomer, and
e believe t
s that when
r problem as
mployees ge
he workload
ce towards
thereby dec
d also ope
much more
ould encoura
stomers, Eric
s, it was cle
y recognize
s, some of th
should initia
thus increas
he above m
n something
s well and so
et better at t
d. At the sam
the change
crease the w
en up for
on cooperat
ge cross‐fun
csson shoul
ear that alth
e the impor
hem knew w
ate internal m
sed custome
mentioned
is done to
o on. The fo
their job. Thi
me time, a
e. The follo
workload an
a cross‐fu
tion across d
ctional work
d initiate in
hough some
rtance of a
what to say,
marketing in
r understand
proposals c
solve a spe
llowing is an
is makes the
decreased w
wing figure
nd the resist
nctional wo
departments
k.
nternal mark
employees
a good cust
but they di
order to cre
ding.
can alleviate
ecific proble
n example o
e employees
workload wi
illustrates
95
tance.
orking
s than
keting
were
tomer
id not
eate a
e, are
em, it
of this.
more
ll also
these
96
Aside for the interdependencies, figure 37 also shows that no solution for the lack of
leadership and lack of knowledge sharing has been identified. One could argue that training
could alleviate these problems, but we do not believe that it would have any greater effects.
For this change, managers lack initiative and they do not set an example of how to change. In
order to change this, managers must recognize their responsibility and take on a leading role.
We do not believe training within knowledge sharing would have noticeable effects either.
Sharing knowledge should not be difficult, but it requires time and discipline. Hopefully some
of the other solutions can bring down the workload and in that way, release time so
employees feel they can afford spending time on knowledge sharing. However, sharing
Prioritize opportunities
Align measurement systems
Internal marketing Not working cross-
functional
Inefficiency
Lack of leadership
High workload
Lack of knowledge sharing
Not understanding the customers
Personal insecurity
Resistance
Solutions Problems
Training
Plan and set milestones
Define processes
Figure 37, Interdependencies of problems and solutions Own construction
know
becau
regar
know
shoul
have
wledge would
use of the cu
rding knowle
wledge sharin
ld be menti
a positive ef
d still requir
ulture. Howe
edge sharing
ng on the da
oned that a
ffect as well.
e discipline.
ever, good le
g. If manag
ily agenda, i
measureme
According t
eadership sh
ers act as l
it could alleg
ent system
to the emplo
ould be able
leading stars
gedly improv
that encour
oyees they l
e to establish
s and at th
ve. Besides g
ages knowle
ack this disc
h cultural ch
e same tim
good leaders
edge sharing
97
cipline
anges
e put
ship, it
g may
7. The f
impo
busin
answ
part
organ
theor
listed
7.1
The a
urgen
empl
made
interv
empl
surpr
clear
this i
organ
7.2
The a
truly
and g
the la
their
the s
to th
Whatfollowing se
rtant for lar
ness model f
wer to the pro
of the the
nizations wh
ry section, b
d in the follow
. Create
analysis has
ncy incorpor
oyees in Eri
e almost a y
views were
oyees were
rised that em
that this be
is an impor
nization.
. Create
analysis has
surprised to
giving it a di
ack of define
every day r
ense of urge
he problem w
t shouection provid
rge business
from being
oblem statem
esis. Severa
ich undergo
but most of t
wing.
e a suffi
indeed conf
ated in the e
csson were
year ago, an
performed,
frustrated t
mployees ge
elief was fou
rtant step fo
e a clea
also shown
o find out th
rection was
ed processes
routines was
ency. Thereb
which creat
uld ordes an elab
s‐to‐business
based on p
ment is base
l focus poi
o this specific
them have b
icient se
firmed the n
employees. W
regarding th
nd nothing d
we sensed
hat the chan
nuinely belie
unded by a t
or organizat
r vision
the importa
at the only t
the vision. I
s and plans a
s the vision.
by, the initiat
es a sense o
rganizborating answ
s organizatio
product sales
ed on the the
nts have b
c change. Al
been triggere
ense of
necessity of h
We were ver
he change,
drastically se
some dissat
nge seemed
eved that Er
thoroughly c
tions which
n
ance of havi
thing holdin
It was clear
and that the
Creating a v
tors would b
of urgency
zationwer to the
ons to focus
s to being b
eory section
been identif
l of the focu
ed by the an
f urgenc
having a tho
ry surprised t
considering
eem to have
tisfaction abo
to be stallin
ricsson need
created sens
want to ch
ng a desirab
g the transfo
that the em
only thing w
vision should
be able to im
and thus inc
ns focproblem sta
s on when t
based on so
and the anal
ied as bein
us points are
nalysis. These
cy
orough and s
to find out h
that the tra
e happened
out the chan
ng. Therefor
ed to chang
e of urgency
hange into a
ble and clear
ormation in
ployees wer
which gave th
d be done in
mmediately s
crease the p
us onatement; w
they change
olution sales
lysis conduct
ng importan
e supported
e focus poin
sufficient sen
how motivate
ansition had
since. Befor
nge, and tha
re, we were
ge. Because
y, we believe
a solution s
r vision. We
Ericsson tog
re frustrated
hem a direct
n connection
suggest a so
possibility of
98
n? hat is
e their
? The
ted as
nt for
in the
ts are
nse of
ed the
been
re the
at the
really
it was
e that
selling
were
gether
d from
tion in
n with
lution
f high
comm
Ericss
want
7.3
It has
confu
can b
we ca
interv
provi
we be
trans
it sho
7.4
We b
trans
progr
empl
right
vision
insec
Furth
empl
that a
trans
mitment to t
son, and the
to change in
. Train e
s been clear
usion among
be devastatin
annot be su
views gave u
ding training
elieve that it
sform into so
ould focus on
. Plan a
believe that
sformation.
ress and the
oyees as the
things. Seve
n, but that t
urity within
hermore, we
oyees to ide
a very impo
sformation a
the vision. C
erefore, we b
nto a solutio
employ
that the lack
g the employ
ng for a tran
re it was ex
us a strong in
g can help or
t is of great
olution sales.
n developing
and set
it is import
In Ericsson,
re were no
ey tried to c
eral mention
hey lacked e
employees
e saw that t
entify how t
rtant step, w
nd set up mi
Clearly, this s
believe creat
n selling org
yees
k of training
yees. This ob
nsformation.
xactly this la
ndication tha
rganizations
importance
. The training
g listening ski
milesto
tant to plan
we saw no
milestones d
change, but
ned that the
execution. T
and it also
the lack of
the transform
when changi
lestones in o
step had be
ting a clear v
ganization.
in Ericsson h
bviously led
As not muc
ck that caus
at it is the ca
change in to
to provide t
g should foc
ills and prob
ones
a transform
o specific p
defined eithe
had no idea
ey knew in w
Therefore, th
o made the
milestones
mation was
ing into a so
order to kee
een of great
vision is impo
has caused a
to inefficien
ch training h
sed the inse
se. Furtherm
o solution se
raining to em
us on how to
lem solving s
mation and s
lans on how
er. The lack
a how and w
what directio
he lack of pla
coordinatio
made it ver
progressing
olution sellin
p track of th
importance
ortant for or
lot of perso
ncy and thus
as been pro
curity and c
more, studies
lling organiz
mployees, w
o interact wi
skills.
set mileston
w the transf
of plans clea
whether the
on to work d
ans clearly c
n between
ry difficult f
. Because of
ng organizati
e process.
to the chan
rganizations
onal insecurit
s resistance
ovided in Eric
confusion, bu
s have show
zations. Ther
when organiza
ith customer
nes related t
formation s
arly frustrate
ey were doin
due to the o
contributed t
them impos
for manager
f that, we b
ion, is to pla
99
nge in
which
ty and
which
csson,
ut the
n that
efore,
ations
rs and
to the
should
ed the
ng the
overall
to the
ssible.
rs and
elieve
an the
7.5
When
is cru
produ
depa
Instea
order
shari
a soli
meas
not u
actua
were
when
organ
crucia
solut
7.6
When
selec
on a
sale.
that
satisf
custo
frustr
oppo
not w
comb
mark
. Align
n companies
ucial that th
uct based
rtments, but
ad, we belie
r to encour
ng etc. This p
id idea of w
surement sys
used in relat
ally made gr
not changi
n an organi
nization wan
al that they
ion sales.
. Priorit
n changing i
t specific cus
sale when i
Therefore, if
fail or some
fying profit.
omers prope
rated as the
ortunities. Th
waste too m
bine custom
keting depart
measur
s change the
he old mea
companies
t when comp
eve that mea
rage activitie
provides ince
hat they sho
stems were
ion to the c
reat results
ng. This sup
ization chan
nts to apply
remove the
tize cus
into a soluti
stomers to fo
t is based o
f a lot of tim
ehow do not
We saw thi
erly which re
ey felt that
herefore, in o
any resourc
er knowledg
tment in ord
rement
eir business m
surement sy
are often
panies want
asurement s
es such as
entives for th
ould focus o
not aligned w
hange at all
according to
pports the id
nges into s
measureme
old measure
stomers
on selling co
ocus on. This
on solution s
me and resou
t create the
s in Ericsson
esulted in a
t too many
order to chan
es on minor
ge from the
er to create
system
model from
ystems are
related to
to sell solut
systems shou
cross‐functio
he employee
on in their da
which led to
l. One mana
o the measu
dea that old
elling soluti
ent systems
ement syste
s
ompany, we
s is because
sales compar
rces are spe
e expected r
n. Though th
a lot of frus
resources w
nge into a so
r opportunit
e sales depa
a customer
ms
being produ
not retaine
specific sa
ions, this kin
uld be aligne
onal work,
es to change
aily routines
the fact tha
ger emphas
urement sys
d measurem
ions. Theref
when chan
ems and imp
e believe it i
much more
red to a trad
end too many
revenue, it c
hey tried, th
stration from
were waste
olution sellin
ties, we belie
rtment and
strategy and
uct based to
ed. Measure
les made b
nd of measur
ed with the
market rese
and at the s
s. In Ericsson
t measurem
ized that the
stems were
ments are lit
fore, we be
nging into so
lement a sys
is important
time and res
ditional tran
y times on sa
can be diffic
ey were not
m the emplo
d or spend
ng organizatio
eve that org
market kno
d thus priorit
solution bas
ement syste
by individua
ring is destru
transformat
earch, know
same time, it
n we saw tha
ment systems
e employees
those they
terally destr
elieve that
olution sales
stem aligned
t to prioritiz
sources are
nsactional pr
ales opportu
cult to main
t prioritizing
oyees. They
d on unimpo
on effective
ganizations s
owledge from
tize custome
100
sed, it
ms in
als or
uctive.
tion in
wledge
t gives
at the
s were
s who
knew
uctive
if an
s, it is
d with
e and
spend
roduct
unities
tain a
g their
were
ortant
ly and
should
m the
rs.
7.7
When
intern
inform
to cu
best
the c
seem
not t
bette
solut
intern
entire
initiat
All of
figure
trans
. Initiate
n organizatio
nal marketin
mation abou
stomers and
solutions. W
ustomers an
med that they
through inte
er at develop
ions Ericsso
nal marketin
e organizatio
ted when or
f the focus p
e shows whe
sformation p
e intern
ons change
ng should s
ut the custom
d empathize
We did not ob
nd the marke
y had receive
rnal market
ping suitable
n develops a
ng has an ef
on understan
rganizations
points should
en we believ
eriod.
Fi
nal mark
into solution
set the cust
mers to the e
with them,
bserve any in
et they oper
ed a lot of th
ing. Internal
e solutions.
and therefo
ffect in Erics
nd the custo
change into
d not be init
ve the focus
igure 38, WhenO
keting
ns sales, the
tomers on t
entire organ
and thereby
nternal mark
rated on, but
heir custome
l marketing
We have no
re we are n
sson. Howev
omers and re
solution sale
tiated or em
s points shou
n to emphasizeOwn constructio
ey should in
the daily ag
ization. This
y create an e
keting in Eric
t it was not
r knowledge
in general s
ot been able
not able to c
ver, we belie
elate to them
es.
phasized at
uld be initia
e the focus poinon
itiate interna
genda and i
should help
extra incenti
csson. Emplo
anything the
e through the
should make
e to assess t
conclude wh
eve that in o
m, internal m
the same tim
ted and emp
nts
al marketing
it should pr
employees
ve to develo
oyees knew
ey talked abo
eir daily wor
e the organiz
the quality o
hether the la
order to hav
marketing mu
me. The foll
phasized du
101
g. The
rovide
relate
op the
about
out. It
k, and
zation
of the
ack of
ve the
ust be
owing
ring a
In the
consu
vision
trans
appro
traini
progr
well i
We a
shoul
meas
There
prepa
start
organ
intern
Thou
recom
why t
conti
7.8
Aside
thoug
amon
believ
that g
down
clear
from
succe
e theory sec
uming than t
n and train
sition. This sh
opriate to s
ing program
rams. Howev
into the mov
also believe
ld be done
surement sy
efore, they c
ared in adva
prioritizing t
nizations hav
nal marketin
gh figure 38
mmend that
they are cha
nuously be a
. Reflec
e from the fo
ght and pow
ng the othe
ve that it is
good leaders
n through th
ly affected t
the employe
essful transf
ction it is m
the “hard” fa
ing should
hould be do
start creatin
ms, as it can
ver, we stro
ving phase in
that plann
in the unfr
stems are “
can be estab
ance. After t
their custom
ve collected
ng.
8 also show
they are no
anging will a
adapted to th
ctions
ocus points, w
werful leader
r focus poin
not someth
ship should d
e organizatio
the change.
ees as a resu
ormation in
entioned th
actors. There
be initiated
ne in order t
g the sense
n improve t
ongly encour
n order to co
ing and sett
reezing phas
“hard” facto
blished relat
he transition
mers as this is
sufficient kn
ws when em
ot forgotten.
lways be a g
he actual situ
we believe a
ship as this s
nts as we p
hing that can
drive the tra
on. There wa
As mention
ult of the lack
to solution
hat establish
efore, we be
d in the un
to prepare p
e of urgency
the motivat
rage organiz
ntinuously im
ting milesto
se. As plann
rs, they are
tively shortly
n is made, in
s an importa
nowledge ab
phasis on th
Continuous
good idea. F
uation along
a successful t
specific chan
perceive lead
n be created
ansformation
as a conside
ned in the a
k of leadersh
sales in any
ing the “sof
elieve that cr
nfreezing ph
people to ch
y and vision
tion and un
zations to ca
mprove the s
ones and ali
ning and set
often less
y before the
n the moving
ant part of o
bout their cu
he focus po
ly reminding
urthermore,
g with the me
transformati
nge is very d
dership as b
d immediate
n, not just on
rable lack of
nalysis we o
hip and exec
y large busi
t” factors is
eating a sen
hase, well b
ange. We be
n slightly be
derstanding
arry on the t
skills of their
gning meas
tting milesto
time consum
transition,
g phase, org
perating solu
ustomers, th
ints should
g employees
, plans and m
easurement
on into solut
rastic. Leade
being very in
ly or forced
n the top leve
f leadership
observed a l
ution. There
ness‐to‐busi
often more
nse of urgenc
before the
elieve it wou
efore startin
g for the tr
training prog
r employees
surement sy
ones and al
ming to esta
but they mu
ganizations s
ution sales.
hey should in
end, we str
s of the visio
milestones s
systems.
tion sales req
ership is not
ntangible an
d. We also b
el, but all th
in Ericsson,
lot of frustra
efore, we bel
ness organiz
102
e time
cy and
actual
uld be
ng the
aining
grams
.
stems
igning
ablish.
ust be
should
When
nitiate
rongly
on and
should
quires
listed
nd we
elieve
e way
which
ations
ieve a
zation
shoul
up th
powe
point
We h
being
becau
those
extre
does
imple
fast w
focus
be th
The f
this is
that
sever
creat
the r
chang
traini
Resis
confr
decre
In Eri
a pro
empl
ment
point
empl
ld be driven
he motivatio
erful leaders
ts.
have not ide
g part of the
use we belie
e initiatives r
emely high a
not mean
emented. W
while much f
s points, it w
ere and then
focus points
s not becaus
almost any
ral of the fo
ting a sense
esistance. In
ge. However
ing, planning
tance will p
ronted, but
ease the amo
icsson, there
ofile that is
oyees instea
tioned in th
ts as we thi
oyees. We
by thought
n among em
hip to initiat
entified the
e focus poin
eve that the w
referred to i
as a result o
that we do
e do believe
focus on the
would be pos
n it could be
identified be
se we do no
change pro
ocus points p
of urgency a
n Ericsson, w
r, once again
g and increa
probably alw
we believe
ount of resis
e is a genuine
s suitable fo
ad of trainin
eory section
nk this is a
have not de
and powerfu
mployees. On
te and succe
importance
nts. This is
workload in
in the focus
of the lacking
not believe
e this is poss
daily routine
sible to crea
decided wh
efore do not
ot believe res
oject at som
presented ca
and vision, t
we discovere
n we identifi
ased workloa
ways occur
that if org
tance.
e belief that
or solution
g them. Rep
n 4.2.3 very
lways very i
ealt with the
ul leadership
ne could also
essfully run o
of maintain
not because
many cases
points. In E
g training, p
e the worklo
sible, for inst
es are retain
ate an idea o
ether this pe
t include con
sistance sho
me point will
an minimize
training and
ed some resi
ed the reaso
ad, all prob
to some ex
anizations i
t a lot of the
sales. There
placing or hi
y briefly. Ho
important, a
e question o
p in order to
o argue that
or implemen
ning a fair a
e we do not
can become
ricsson, it se
planning and
oad can incr
tance if the
ned. But if or
of how long t
eriod of time
nfrontation o
ould be ignor
l face huma
e the amoun
planning ca
stance and
ons for the r
lems our fo
xtent, and t
nitiate the f
employees
efore, they
ring the righ
owever, we
also when it
of whether
o control the
it takes exac
t the before
and manage
t believe it
e a problem
eemed that t
d prioritizatio
rease if the
change is be
ganizations d
the increased
e was manag
of resistance
red. We are
n resistance
nt of resistan
n all contrib
it was defini
resistance as
cus points w
then it shou
focus points
cannot be tr
focus on re
ht people fo
include train
t is decided
people shou
e change and
ctly a though
e mentioned
eable worklo
is importan
due to the l
the workloa
on. Howeve
focus point
eing implem
do impleme
d workload w
geable or not
e either. How
aware of th
e, but we b
nce. For inst
bute to minim
itely affectin
s being the l
will help alle
uld of cour
s, it can sev
rained into h
eplacing a
r a change i
ning in our
to replace
uld be train
103
d keep
ht and
focus
oad as
t, but
ack of
d was
r, this
ts are
ented
nt the
would
t.
wever,
e fact
elieve
tance,
mizing
ng the
ack of
eviate.
se be
verely
having
lot of
is also
focus
some
ned or
repla
concl
exten
solut
distin
ced, as we d
lusions on th
nt people ar
ion selling
nguishes the
do not feel t
he matter. H
re able to c
approach. It
people who
that sufficien
However, we
hange from
t would als
are able to
nt evidence
e think it co
having the
so be intere
change a lot
has been pre
ould be inter
e typical pro
esting to in
t from those
esented in o
resting to inv
duct selling
vestigate w
who are not
order to mak
vestigate to
approach t
which factors
t.
104
ke any
what
to the
s that
8. The t
to‐bu
based
•
•
•
•
•
•
•
We b
believ
organ
trans
some
this c
impo
actua
any c
Concthesis has id
usiness organ
d on product
Create a
Create a
Train em
Plan and
Align mea
Prioritize
Initiate in
believe large
ve that this c
nization that
sformation w
e organizatio
conclusion is
ssible to gua
al transforma
certain concl
clusioentified seve
nizations to
t sales to sol
sufficient se
clear vision
ployees
set mileston
asurement s
customers
nternal mark
e organizatio
conclusion is
t is in the m
was facing h
ons face, whe
s based on
arantee any
ation in Eric
usions based
n en focus poi
emphasize
ution sales. T
nse of urgen
nes
ystems
keting
ons will be a
s especially v
middle of a t
uge problem
en they und
an analysis
conclusions
csson will pr
d on the futu
ints which w
when they
The seven fo
ncy
able to bene
valid as it is
transformatio
ms which ma
ergo this spe
of a transfo
s. This is bec
ogress in th
ure result.
we believe is
change thei
ocus points a
efit from the
based on an
on of this sp
ade it obvio
ecific sort of
ormation tha
cause we are
e future and
important f
r business m
are:
ese advices.
analysis con
pecific type.
us which ty
f transforma
at is not yet
e not able to
d therefore
for large bus
model from
Furthermor
nducted with
Additionally
ypes of chall
ation. Howev
t completed
o foresee ho
not able to
105
siness‐
being
re, we
hin an
y, this
enges
ver, as
d, it is
w the
make
9. (Brow
paced
Kathl
(Chan
Strate
(Conn
Mana
G., E
(Day,
revie
(Eisen
Galbr
(Foot
Hope
(Good
Warn
(Gub
Comp
(Ingra
Raym
(Ingra
W. L
Perso
Referwn et al., 19
d Evolution
een, Admini
ng, 2005) in
egic Marketi
nor, 1995)
agement: Im
ngineering M
2008) Align
w fall 2008 v
nstat et al
raith, and Da
te et al., 200
e, and Danny
dstien, 1991
ner, Organiza
man, 1995)
pensation an
am et al. 2
mond W. LaFo
am et al., 20
aForge, Wil
onal Selling &
rence997), “The A
in Relentl
strative Scie
“Strategizin
ing Vol. 17, N
in “Motivat
mplications fo
Management
ning the orga
vol.48
., 2001) Bey
anny Miller, T
01) making s
y Miller THE M
1), “Creating
ational Dyna
) Aligning p
nd Benefits R
002) Selling
orge, Thoma
005) New dir
liam B. Loca
& Sales Mana
s Art of Contin
essly Shiftin
nce Quarter
g the sales o
Nos. 3–4, Jun
ion and Sta
or the Engin
t Journal, 20
anization wit
yond the bu
THE McKINS
solutions the
McKINSEY Q
Successful O
mics, 1991.
people strat
Review; Jan/F
in the new
as W. Leigh In
rection in sa
ander, Scott
agement, vo
nuous Chang
ng Organiza
rly, 1997
organization
ne–August 20
akeholder A
eering Mana
008.
th the marke
usiness unit
EY QUARTER
e answer, Na
QUARTERLY 2
Organization
tegies with
Feb 1995; 27
w millennium
ndustrial Ma
ales leadersh
t B. MacKen
l. XXV, no. 2
ge: Linking C
ations”, Bro
n” Nikala Lan
009, 307–32
Acceptance i
ager”, Long,
et, George S
, Russell Eis
RLY 2001 NU
athaniel W.
001 NUMBE
Change”, G
customer
7, 1; ABI/INFO
m ‐ a joint
arketing Man
hip research
nzie, and Ph
(spring 2005
Complexity T
own, Shona
ne and Nigel
2
n Technolog
Suzanna an
. Day, MITSl
senstat, Nat
MBER 1
Foote, Jay G
R 3
oodstein, Le
value, Gub
ORM Global
agenda (Th
nagement 31
Thomas N.
hilip M. Pod
5), pp. 137–1
Theory and
and Eisen
l Piercy Jour
gy‐driven C
nd Spurlock,
loan manage
thaniel Foot
Galbraith, Qu
eonard and B
bman, Edwa
pg. 15
homas N. In
1 (2002)
Ingram, Ray
dsakoff Journ
154
106
Time‐
hardt,
rnal of
hange
David
ement
e, Jay
uentin
Burke,
ard L,
gram,
ymond
nal of
(Ingra
Theo
(Kahn
trans
Strate
(Kott
Harva
(Kott
Busin
(Kott
(LaFo
W. La
Nos.
(Lane
Journ
(Long
Chan
David
(Main
p54
(Mar
Journ
am, 2004) Fu
ry and Pract
n, Reizenste
sformation”,
egic Marketi
er et al., 197
ard Business
er, 1995), "
ness Review,
er, 1995), “L
orge et al., 2
aForge, Thom
3–4, June–A
e and Piercy
nal of Strateg
g and Spurlo
ge Managem
d G., Enginee
n, Bill. ID ) S
keting Week
nal of Strateg
uture theme
ice; Fall 2004
ein, & Re
Raymond W
ingVol. 17, N
79), “Choosi
s Review, 197
Leading Cha
1995.
Leading Chan
2009), “Strat
mas N. Ingra
August 2009,
y, 2009) Str
gic Marketing
ock, 2008),
ment: Implica
ering Manag
top just sell
k, 2003) in “
gic Marketing
es in sales m
4; 12, 4; ABI/
ntz, 2004)
W. LaForge,
Nos. 3–4, Jun
ng strategie
79.
ange: Why T
nge”, Kotter,
tegic alignme
am and Dav
199–219
ategizing th
g Vol. 17, No
“Motivation
ations for th
gement Journ
ing and start
“Strategizing
g Vol. 17, No
management,
/INFORM Glo
in “Strate
Thomas N.
e–August 20
s for change
Transformati
John P., Har
ent for sales
vid W. Crave
he sales org
os. 3–4, June
n and Stake
e Engineerin
nal, 2008.
rt consulting
the sales o
os. 3–4, June
, Thomas N.
obal pg. 18
egic alignm
Ingram and
009, 199–219
e”, Kotter, Jo
on Efforts F
rward Busine
s organizatio
ns Journal o
anization N
e–August 200
holder Acce
ng Manager”
. By Main, B
rganization”
e–August 200
Ingram Jou
ent for sa
David W. C
9
ohn and Sch
Fail", Kotter,
ess Press, 19
on transform
of Strategic M
ikala Lane*
09, 307–322
eptance in T
, Long, Suza
ill. ID, Aug99
Nikala Lane
09, 307–322
rnal of Mark
ales organiz
Cravens Jour
lesinger, Leo
John P., Ha
95.
mation”, Ray
MarketingVo
and Nigel
Technology‐d
nna and Spu
9, Vol. 35 Is
e and Nigel
107
keting
zation
nal of
onard,
arvard
ymond
ol. 17,
Piercy
driven
urlock,
sue 8,
Piercy
(Math
Journ
(Matt
and C
no. 1
(Mon
Pract
Sellin
(Oros
Issue
(Pelh
mark
(Rom
An Em
37, Is
(Sirki
and A
(Slate
orien
(Smit
Motiv
Mark
(Storb
funct
winte
hews, 2009)
nal of Busine
thyssens and
Cross‐functio
winter 2011
ncrief and M
tices in Solut
ng & Sales M
s, Bob, 1999
4
am, 2006)
keting 21‐4‐2
manelli and T
mperical tes
ss. 5; p. 1141
n et al., 200
Alan Jackson
er and Narv
nted”, Alfred
th and Rup
vation, chao
keting Intellig
backa et al
tional frame
er 2011, pp.
), “Models o
ss Strategy,
d Johnston,
onal framew
1, pp. 35–54.
Marshall, 200
tion Sales – A
anagement,
9) Read custo
Do consultin
2006 s.175‐18
Tushman, 19
st”, Romanel
1
05), “The ha
, Harvard Bu
ver, 1995, B
Pelham, Jou
p, 2003) “A
otic change
gence & Plan
., 2011) “M
work”, Jou
35–54.
of Change M
2009.
2006) in “M
ork”, Journ
.
05, Sheth an
A multilevel a
vol. XXXI, no
omers' mind
ng‐oriented,
88
994), “Organ
lli, Elaine an
rd side of C
usiness Revie
Baker and S
urnal of busin
An examinat
and organ
nning; 2003;
anagement
urnal of Pers
Management
Management
al of Person
nd Sharma,
and Cross‐fu
o. 1 winter 2
ds: Listen to
, Alfred Pelh
nizational Tra
d Tushman,
hange Mana
ew, 2005.
Sinkula, 199
ness and Ind
tion of eme
ization stru
21, 3; ABI/IN
Practices in
sonal Selling
t: A Reanaly
Practices in
al Selling &
2008, Wotr
unctional fram
011, pp. 35–
them speak
ham, Journa
ansformatio
Michael, Br
agement”, H
9 and Farre
ustrial mark
erging strat
cture”, Alan
NFORM Glob
Solution Sa
g & Sales M
sis”, Mathew
Solution Sa
Sales Manag
ruba, 1996)
mework”, Jo
–54.
k, Oros, Bob,
al of busine
n as Punctu
riarcliff Mano
arold L. Sirk
ell, 2000) in
eting 21‐4‐2
egy and sa
n D Smith;
bal pg. 156
les – A mul
Management,
ws, Jose, Th
ales – A mult
gement, vol.
in “Manage
ournal of Pe
, , Apr99, Vo
ess and Indu
uated Equilib
or: Oct 1994
kin, Perry Ke
n “Do consu
006 s.175‐18
ales perform
William T
ltilevel and C
, vol. XXXI,
108
he IUP
tilevel
XXXI,
ement
rsonal
ol. 35,
ustrial
brium:
4. Vol.
eenan,
ulting‐
88
mance:
Rupp,
Cross‐
no. 1
(Weic
Robe
(Weis
Journ
(Wild
LaFor
3–4, J
(Yin,
2009
ck and Quin
ert, Annu. Re
ss, 2001) in
nal of Busine
ding, 2006) i
rge, Thomas
June–August
2009), “Case
nn, 1999), “
ev. Psychol. 1
“Models of
ss Strategy,
n “Strategic
N. Ingram a
t 2009, 199–
e Study Rese
“Organizatio
1999
f Change M
2009.
alignment
and David W
–219
earch: Design
nal Change
Management:
for sales org
W. Cravens Jo
n and Metho
and Develo
: A Reanalys
ganization t
ournal of Str
ods”, Yin, Ro
opment”, W
sis”, Mathew
ransformatio
ategic Mark
bert K., Sage
Weick. Karl, Q
ws, Jose, Th
on”, Raymon
ketingVol. 17
e Publication
109
Quinn,
e IUP
nd W.
7, Nos.
ns Inc,
110
Appendix 1, Preliminary interview list
Name Position Location Date
Hans Sjögren Head of Business Operations in RLAM4 Sao Paulo, Brazil 07-03
Raphael Olivares Perez Head of Mobil Network Industrialization
Sao Paulo, Brazil 02-03
Andre Kraemer Head of Solutions Development Sao Paulo, Brazil 04-03
Creusa Carvalho PC CSI Regional director Sao Paulo, Brazil 01-03
Debora Milone Sales Operation Driver Sao Paulo, Brazil 08-03
Marise Luca Head of practice, Consumer & Business Application
Sao Paulo, Brazil 02-03
Mauricio Mahfud Head of proposal Management RLAM Sao Paulo, Brazil 28-02
Thomas Wavelet Head of Business Development Sao Paulo, Brazil 02-03
Andre Machado KAM VIVO & Telefonica Sao Paulo, Brazil 10-03
Rogerio Loripe KAM TIM & INTELIG. Brazil Sao Paulo, Brazil 15-03
Rodrigo Grigoletti Process, Methods and Tool Team leader
Sao Paulo, Brazil 28-02
Bernhard Kaufmann Head of finance competence center Sao Paulo, Brazil 01-03
Marcelo Gallotta Head of engagement development Sao Paulo, Brazil 02-03
4 RLAM stands for Region Latin America. The abbreviation RLAM is used in appendix as this is commonly used by employees
111
Appendix 2, Preliminary interview notes
KAMs doesn’t update SMIS due to next year’s budget. If management sees all the
opportunities (missed) they argue for a smaller budget.
When SMIS is not updated people don’t have sufficient information regarding specific
assignments.
He questions whether or not they (EP) possess the right people.
The sales processes are not aligned. He has a guy preparing a general sales process WoW that
should be finished mid-April.
Everybody has made their own customer knowledge, there is no knowledge sharing.
CU owns the customer engagement.
Needs to be decided which new markets should be attacked.
Everybody is talking about the big change. Don’t listen to them. Nothing is changed. They only
say it because they are afraid.
They are trying to develop a new business model for Ericsson.
They are trying to be the operator’s operator where they sell a service instead of network
The growth will not be as big as it used to. They foresee that there will be a small growth, so
shareholders are pushing for new cash flow opportunities.
Look at whatever you have and do it more efficient.
The challenges ahead are huge.
They are not that used to deliver services.
They have separate data systems to run the company.
To many tools that can’t communicate together.
Data in SMIS and CATS aren’t as reliable as should be, because people don’t put data in when
they should.
In general a lot of matrix forms, which is often not shown in organization diagrams.
Their target is built on net sales.
The 280 days come from Sergio Chirocha. He started to ask question to KAMs and members of
leadership team. They gave some numbers based on opinions and experiences.
Proposal: The 30 days was calculated in workshop where they drew maps and stuff.
There
Debo
proce
Norm
The E
There
becau
This c
chang
He se
From
When
He is
That
The b
get th
The K
skills.
They
In EP
have
Ericss
They
Who
SMIS
SDP4
pract
Ericss
SDP4
pract
Contr
e has not bee
ora is trying t
esses.
mally it takes
Ericsson way
e are many c
use they are
change is on
ges.
ees lots of ad
m the positive
n they succe
trying to cre
requires new
big challenge
here.
KAMs are mo
.
need more c
they need n
moved peop
son has lot o
have a matr
has final res
database is
4, There shou
ticed that mu
son is not us
4, There shou
ticed that mu
ract handsha
en any check
to optimize t
4 days to ge
of working i
communicati
necessary.
the blue pri
dvantaged in
e site, driver
ed with the
eate new bus
w relationshi
e is to do som
ore technical
consulting sk
new skills and
ple from CC t
of processes w
rix organizati
sponsible for
not updated
uld be an eva
uch. (Global
ed to work o
uld be an eva
uch. (Global
ake is an inte
k up on the n
he sales pha
et the team s
is a lot engin
ion lines that
nt, but they
the change.
for the chan
end to end t
sinesses for
ips.
mething new
l (hardware)
kills.
d to improve
to EP and are
which are no
ion, where th
r the project
d.
aluation of th
problem).
over boarder
aluation of th
problem)
ernal handsh
numbers.
ase. She is try
set up to do t
neering and n
t are informa
are not yet t
.
nge, they we
they will take
Ericsson.
w with the sam
. Telecom is
e communica
e now missin
ot followed.
he boundari
delivery? – I
he process af
rs, multi cult
he process af
hake where t
ying to chang
the proposa
not so much
al and that n
there. The p
re segmente
e a new lead
me people. M
more softwa
ation with co
ng skills ther
es are unclea
It is not clear
fter the final
ure org.
fter the final
he project is
ge the WoW
l.
business.
eeds to be m
roblem is to
ed, the 3 unit
in the mark
Many of the
are. They are
ompetence c
e.
ar.
r.
l handshake,
l handshake,
s handed ove
W. Not the
made formal
implement t
ts.
ket.
people will n
e missing IT s
center, as yo
, but it is not
, but it is not
er to delivery
112
.
the
never
sales
u
t
t
y.
depa
Rare
Key d
They
Most
RFQ (
all de
of SD
They
Some
The K
EP 7 p
Becau
busin
consu
Busin
would
Ericss
It’s a
EP is
There
A lot
There
EP ne
EP ne
areas
EP ne
EP sh
KAM
They
If the
right
rtment. It of
CFR are in fr
deals WoW is
like to start
t of their wor
(request from
epartment ar
DP2.
want to be i
etimes it is n
KAM always
practices are
use of Chine
ness consulta
ultants.
ness consulta
dn’t work to
son will sell b
new type of
mainly old te
e is a problem
of change is
e is a lot of w
eeds to have
eeds to clarif
s.
eeds to be ab
hould be mor
needs to be
could be mu
ey see a trend
away.
ften creates
rom start.
s the perfect
before SDP1
rk is after RF
m customer)
re working h
involved in a
ot possible,
deliver the w
e about custo
se competito
ants are bett
ants are very
ogether with
business not
f people to g
echnicians.
m in rotating
needed for
work balancin
more peopl
fy where pro
ble to take ac
re market or
able to push
uch faster in
d, they spen
problems th
t world, it is n
1, but usually
Q between S
) often they f
ard(night wo
a sale as soon
and then the
work, once a
omer needs.
ors they nee
er to addres
y different an
the others.
products, he
et for Ericsso
g people up t
KAM as they
ng the comp
e talking to t
oducts are in
ctability for p
iented and n
h problems o
presales.
d to long tim
at the CFR is
not how it o
y they get inv
SDP1 and SD
first get in he
ork and wee
n as possible
ey begin at p
n opportunit
. Taking care
ed to change
ss customers
nd difficult to
ere is a need
on.
to EP that ar
y are way too
plaints and th
the custome
the practice
problems an
not so produ
on EP but EP
me planning m
s exchanged
ften happen
volved after
DP2. 80%.
ere and here
kend as well
e, before the
proposal crea
ty is seen.
of end to en
into being m
s the right wa
o hire, they a
d for a differe
re technical a
o technical.
he making of
ers.
es or have pe
nd find the so
ct focused.
is not ready
marketing et
at this point
s.
.
e is where a l
) to get done
customer re
ating.
nd processes
more custom
ay, instead o
are separated
ent sales peo
and can sell b
f new sales.
eople that ca
olution.
y.
tc., instead o
t.
lot of work is
e to the dead
equest.
s.
mer minded. T
of engineerin
d, because t
ople.
business.
an cover mor
of attacking t
113
s and
dline
The
ng
hey
re
this
EP m
SDP 4
The c
A lot
Tradi
To re
Has n
The E
The w
It can
They
Supp
Since
core
Sale a
Supp
ust understa
4 is not in the
change main
of work nee
tional KAM h
educe time p
not felt any p
EP dialog is n
working cultu
n be hard to
could handl
ly seems to b
e the transfo
and access.
and EP need
ly seems to b
and their role
e end, but do
ly seem to b
eds to be don
had all the co
eople need t
post change.
not impressiv
ure here is n
get people t
e the sourcin
be missing a
rmation, he
to improve
be missing a
e and then it
one along th
e need in sa
ne on alignin
ontrol, now t
to be put in f
ve.
ot that good
o fill in SMIS
ng better.
n outside in
thinks time h
on service.
n outside in
t could be do
he way.
les, delivery
g.
they should
front.
d. They don’t
S.
view, too m
has increase
view, too m
one faster.
seems to wo
more orches
t follow proc
uch contract
d for new bu
uch contract
ork good.
strate.
esses.
t view.
usiness, but d
t view.
decreased fo
114
or
115
Appendix 3, Semi-structured interview
list
Name Position Organizational Belonging
Location Date
Carla Belitardo Head of Market development RLAM Market Development
Sao Paulo, Brazil
13-04
Jesper Rhode Head of business Innovation, partnership and alliance
RLAM new business Innovation, partnership and alliance
Sao Paulo, Brazil
28-04
Andre Gildin Head of business intelligence & programs
RLAM strategy & marketing
Sao Paulo, Brazil
12-04
Andre Machado KAM Vivo & Telefonica CU Brazil Sao Paulo, Brazil
14-04
Rogerio Loripe KAM TIM & Intelig CU Brazil Sao Paulo, Brazil
18-04
Hans Sjogren Head of business operations Engagement practices Sao Paulo, Brazil
27-04
Peter Michelson Head of Mobile Broadband Engagement practices San José, Costa Rica
12-04
Margarete Iramina Engagement consultant Engagement practices MBB Solutions Brazil
Sao Paulo, Brazil
20-04
Luciana Pailo Head of solutions development Engagement practices MBB Solutions Brazil
Sao Paulo, Brazil
14-04
Mats Palving Head of Operations & Business Support Systems
Engagement practices OBS(OSS/BSS)
Sao Paulo, Brazil
15-04
Marcelo Gallotta Head of engagement development
Engagement practices OBS(OSS/BSS)
Sao Paulo, Brazil
13-04
Rodrigo Calache Head of Development Engagement practices OBS(OSS/BSS) BSS Solutions
Sao Paulo, Brazil
14-04
Odair Civelli Junior Solutions architect Engagement practices OBS(OSS/BSS) BSS Solutions
Sao Paulo, Brazil
14-04
Bengt Rosengren Strategy execution RLAM strategy & marketing
Sao Paulo, Brazil
29-04
116
Appendix 4, Interview questions
We are investigating the change in Ericsson. This interview however will only be focusing on
the change Ericsson has made towards becoming more consulting and solutions oriented.
What do you consider as you must important role towards the customer?
What do you consider as you must important role towards Ericsson?
Why do you think the change was initiated?
Do you think it was necessary?
What is the overall purpose of the transformation?
Do you think there is an overall vision for the transformation?
How do you know that? How has the vision been communicated?
Do you believe in the vision?
Do you think management in general believes in the transformation?
Do you fell Ericsson is a product selling or solution selling company? And what will it be in the
future?
What is your biggest challenge in changing from product to solutions sale?
Do you ever evaluate the transformation or does management?
When it is evaluated, how does it happen?
How often do you/they evaluate?
Are there prepared milestones?
Do you think they are consistent with the transformation strategy?
Are there defined sales roles with responsibilities for different kinds of
Have people had training to improve their consultative and value-selling skills?
Has there been a shift in where the technical knowledge is in Ericsson?
Do you think everybody knows exactly what their new role is?
Are you comfortable with your role?
Do you think everybody is comfortable with their new role?
EP has been established as part of the transformation. Are there any other organizational
changes related to the transformation?
Do you think there should be more or other organizational changes?
Has anything changed within the measurements systems?
Are the measures individual or are they also team based?
Do yo
Whic
How
Do yo
Could
Differ
Are y
Is the
Is Eric
How
Is the
Do yo
How
Is the
Are t
Is the
Is the
Has t
What
How
Is the
Do yo
Are t
Do yo
who w
How
Do yo
In gen
ou think ther
h departmen
is customer
ou think it is
d anything m
rent structur
you able to m
ere a formal
csson good a
do you ident
ere a system
ou have prio
do you prior
ere an overal
here market
ere a clear de
ere a tool for
he change le
t do people t
long time do
ere resistanc
ou think man
hose resistin
ou think the
wanted it?
do you think
ou think the
neral what d
re should be
nt do you ha
knowledge s
knowledge i
make the cha
re, better IT
mobilize peop
way to mobi
at working cr
tify opportu
that shows
ritized list of
ritize opport
ll prioritizatio
t/business in
efined segme
r making go/
ed at more w
think of that
o you think t
e to the cha
nagement he
ng the chang
e change is s
k top manag
change is ha
do you think
some chang
ave close coo
shared in Eri
is shared eno
nge easier?
systems etc.
ple from oth
ilize people?
ross‐function
nities? Or fro
leads or opp
f opportuniti
unities?
on list of opp
telligence pe
ent strategy?
no go decisio
work than no
? Do they ac
he hard wor
nge?
ere knows w
e confronted
something m
ement has g
appening too
of the transf
ges?
operation’s w
csson?
ough?
.
er part of th
?
nal?
om where do
portunities?
ies?
portunities f
eople availab
?
ons on oppo
ormal?
ccept it?
rk pressure w
ho is resistin
d?
most people
got this chang
o fast or too
formation?
with?
e organizatio
o you get lea
or Ericsson?
ble to support y
ortunities?
will continue?
ng the chang
are agreeing
ge through?
slow?
on, when ne
ads to opport
you with analy
?
e?
g on or is it
eeded?
tunities?
yses?
just a few p
117
people
118
Appendix 5, Semi-structured interview
notes
What do you consider as your must important role towards the customer?
• Biggest role. Innovation. He interacts directly with customers regarding innovation.
• To transfer needs and issues into solutions. Understanding everything around the customer
and find solutions.
• For the customer’s perspective, the values are the consultative approach. There are business
requirement that needs to be translated to what Ericsson should do.
•Leader of engagements. He has direct contact with customers and helps them find something
attracting in Ericsson.
• Making sure we win the deals, but also understanding the needs of the customer. We listen
but not always understand. The cultural change is in the DNA of a technology provider. We
need to understand the underlying issues, report back to Ericsson and find out how Ericsson
can assist. We are not there jet but it is where we need to go.
• To help them and support them in order to make them successful in their business. To
Ericsson: Help generate revenue.
• He must represent the customers’ interest in Ericsson, meaning their needs, what they need
to buy or if they have problems with Ericsson. Ex. If they are upset, they will complain to him
and the opposite, if they are happy they will also come to him.
• Her role is to understand the market needs, transport, government, security and medical.
They look at these segmented market opportunities. Her customers are the nontraditional
customers.
• To be able to do the technical selling. To find the technical argumentation for the money
they want the customers to pay.
What do you consider as you must important role towards Ericsson?
• To bring the customer understanding of Ericsson back to Ericsson. A survey of customer
satisfaction don’t bring in the knowledge of how the customer feels about Ericsson the same
way as being at the customer and interact with them.
And as a pre-sale person, he needs to identify how Ericsson can help the customer.
•Lead
• Dri
• He
sell to
There
fact s
Why
• The
reduc
keep
comp
And w
It has
comp
Many
• Eve
don’t
the c
In ord
• Fro
box s
The p
price,
Ericss
• Bec
grow
envir
and t
• He
unde
d and coach
ve growth by
is the repres
o the custom
e is as conflic
should do, is
do you thin
ere are sever
cing the bott
the cost low
pany. We hav
we need to b
s been neces
pany is ment
y decisions w
erybody can
t move into s
heapest. (Re
der to make
om an Ericsso
selling compe
problem is th
, so if you on
son.
cause the ne
wing, but ther
onment was
that could no
thinks it was
rstand how t
people.
y understand
senting the c
mer and with
ct as the cust
to make sur
k the change
ral reasons f
tom of an or
w. Ericsson ha
ve too many
be closer to t
ssary to make
tioned.
were taken to
make hardw
service, you
eferring to Ch
that change
on perspectiv
etencies.
hat other pro
nly talk price
eeded to grow
re are the co
s the driver f
ot have been
s necessary b
they are wor
ding custom
customer to
good margi
tomer expec
re the custom
e was initiat
or the chang
ganization. C
as not been g
y managers.
the custome
e some chan
oo far from t
ware, and soo
have to be th
hinese comp
, they need o
ve they had
oviders is sel
and not solu
w. They were
ompetitors (r
or the chang
n done with t
because it’s w
rking and wh
ers.
Ericsson, bu
ns.
cts him to ge
mers happy,
ted?
ge. Much foc
Companies s
good enoug
rs. It was ne
nge in the org
the custome
on software,
he best to se
pany)
other compe
to move up
ling the sam
utions, there
e very reacti
referring to t
ge, and throu
the old mode
what other c
hat is workin
t he is also t
et the best pr
but a price t
cus has been
hould be pyr
h to maintai
cessary to ge
ganization. C
rs, in the BU
so they had
ell products.
etencies than
the value ch
e or better t
e will never b
ive. They we
the Chinese c
ugh this, Eric
el. So he thin
competitors
ng for them.
he one who
rices for them
that is profita
on cost redu
ramid forme
n a pyramid
et closer to t
Competition
’s.
to move to
And they are
n they have t
ain and get a
ype of boxes
be a reason f
re doing gre
company). Th
csson hopes t
nks it was ne
have done. T
must ensure
m, but what
able for Erics
uction, espe
ed, in order t
shape of the
the custome
from Chines
service. If yo
e not, at leas
today.
away from t
s for a cheap
for choosing
eat, they wer
he whole
to double sa
ecessary.
They try to
119
e they
he in
sson.
cially
o
e
rs.
se
ou
st not
he
per
re
ales,
• He
mark
•The
view.
• It is
trans
• Eric
they
have
• Eri
order
they
being
They
• He
think
which
ahead
• Eric
The in
chang
They
China
Do yo
• He
the c
Most
• Yes
• Yes
• He
• He
thinks that E
ked is almost
e feedback fr
. They were o
s not a big is
sformation.
csson has alw
produce che
more buying
icsson has ha
r to get bette
would need
g an internet
had the opp
thinks the c
ks it was nece
h was not int
d.
csson is goin
ndustry has
ge. In Ericsso
need to offe
a.
ou think it w
thinks most
ompany you
tly people hig
s
s
thinks it was
feels that it
Ericsson is th
covered wit
om custome
only focusing
sue to go fro
ways been p
eaper. Custom
g power. The
ad a huge de
er results. (A
to change th
t business se
portunity to b
hange was c
essary, other
teresting. W
g towards m
changed slow
on it has com
er consultativ
was necessar
people und
u ask.
gher up see t
s necessary t
is necessary
he world lead
th hardware.
ers. The peop
g on their ow
om product t
roduct a sell
mers are con
e margins are
ecline. They f
As service gro
heir business
lling product
be a growth
aused by the
rwise they w
hat was inte
more consulti
wly during m
me gradually.
ve services a
y?
erstand that
the need to
to change.
y to change.
der and they
. Therefore t
ple who talke
wn product l
to solution. T
ling company
nsolidating, a
e squeezed.
face a contin
ow they coul
s to a pure co
ts. This woul
company ot
e market con
would have b
eresting was
ing sales.
many years a
.
also as the pr
t it is necessa
change.
y cannot grow
they need to
ed with custo
ine.
They have be
y. They have
and they are
So they have
nuously decli
d utilize that
ost‐reductio
ld lead to hu
ther a declini
nditions and
een reduced
to become t
nd the sales
roducts alon
ary to change
w anymore b
attack new
omers did no
een quite suc
e a competiti
squeezing t
e to change
ne if they do
t and differe
n business b
ge declines i
ing company
the market l
d to a box sel
the main lead
approach ne
e can be bou
e, but it depe
because the
industries.
ot have a ho
ccessful in th
ve pressure,
the vendors.
o not change
entiate) If no
by for instanc
in the busine
y.
landscape. H
lling compan
der again, to
eed to follow
ught cheape
ends on whe
120
listic
his
, and
They
e in
ot
ce
ess.
He
ny,
o be
w that
r in
ere in
•Yes
• Sur
able t
tough
• Yes
Roge
• Yes
• Yes
What
• The
• Bef
delive
accou
relati
•Brin
Do yo
• The
BUT h
feels
• The
comm
do no
shoul
tanke
What
be a s
be.
There
perce
re. They nee
to influence
h.
s
erio Loripe
s
s
t is the overa
e transforma
fore they had
ery. Now wit
unt, and you
ions.
ng in new bu
ou think the
e vision of th
he is not in t
that way.
ey are very c
municate it t
ot. Therefore
ld end. Mayb
er, and does
t effect will it
service comp
e is a long wa
eived.
d to differen
them and w
e: I strongly f
all purpose o
ation in Erics
d big structu
th EP in the m
let the EP d
siness and d
re is an over
his transform
hat departm
careful when
he right way
e, they do no
be it is a bit t
not maneuv
t have on pe
pany? You ha
ay for having
ntiate themse
work with the
feel it is impo
of the transf
son is all abo
res of accou
middle toget
rive the sale
rive growth.
rall vision fo
mation is not
ment that sho
n they comm
y. Some orga
ot say, do thi
too fussy, bu
ver easily.
eople who liv
ave to be car
g the custom
elves. They n
em. If they on
ortant for Eri
formation?
out being a s
unt managers
ther with the
es. So in theo
.
or the transfo
communicat
ould be infor
municate the
anization rea
is and do tha
ut parts of th
ve from mak
reful. Theref
mers perceivi
need to be a
nly sell produ
icsson to go
solutions pro
s and anothe
e KAMs, they
ory KAM shou
ormation?
ted that muc
rmed that mu
transformat
ct too much
at. Instead th
he vision, are
ing hardware
fore they are
ng Ericsson a
part of their
ucts, the com
in this direct
ovider.
er big group
y can have le
uld only take
ch. There is n
uch, so mayb
ion. It is diffi
to informati
hey focus on
very clear. E
e, that the co
e not as clear
as they woul
r customers,
mpetition is t
tion
of people in
ess people in
e care of
not a true vis
be that it wh
icult to
ion, and oth
where they
Ericsson is a
ompany sho
r as they wan
ld like to be
121
be
too
sion.
hy he
ers
big
uld
nt to
• He
abou
Also,
• The
progr
expec
• Yes
show
actua
• He
have
•He t
depa
It is a
• She
• Yes
There
can’t
She k
mana
what
• Yes
There
comm
• Yes
not s
• He
How
• The
Do yo
thinks that t
t the change
the sales are
ere is a vision
rams in place
cted.
s and no, the
w a clear pictu
al changes.
thinks there
the knowled
thinks the vi
rtments.
a good vision
e thinks ther
s, but we are
e is a vision b
exchange pe
knows Hans V
agement is a
they do.
s and no. The
e is more un
municated. H
s he thinks th
o much.
thinks that t
do you know
ey have pres
ou believe in
there is a cle
e in the surve
e going dow
n about whe
e and initiati
ere is a clear
ure. But the
e is a clear vis
dge the need
sion is good,
n, and it was
re is clear wh
e not executi
but they are
eople and ge
Vestberg is m
greeing. And
ey have in hi
derstanding
He thinks it is
here is a visio
there is a cle
w that? How
entations fro
n the vision?
ear vision for
ey from fall 2
n, so that ha
ere they wan
ves. Some ar
picture of th
daily transfo
sion and he f
d.
, it probably
well carried
here they nee
ng well.
not executin
et the right o
making a goo
d she doesn’t
s team and i
and buy in,
s there on th
on, and he th
ar vision, bu
w has the vis
om EP direct
?
r this. About
2010.
as created a s
t to be. The
re moving ok
he goals, and
ormation is h
feels that th
needs to be
out, the pro
ed to go, but
ng it. It goes
ones, which a
od speech. B
t think that w
in EP. He doe
but he still fe
he corporate
hinks it has b
ut it lacks exe
ion been com
tors and so o
70% of the o
sense of urge
execution is
k, others are
d they have f
happening to
ey are movin
a bit more a
oblem is in th
t how to get
to slow. It is
are more fit t
ut she is inse
what manag
esn’t think th
eels that the
level, but it
been commu
ecution.
mmunicated
on.
overall comp
ency.
the challeng
e not moving
requent pres
oo slowly. Th
ng in a direct
adapted to d
he execution
there is not
because of
to the chang
ecure wheth
ement says i
here is one fo
e vision can b
should be br
unicated. Reg
d?
pany was pos
ge. They hav
g the way the
sentations th
hey don’t see
tion where t
different
.
clear.
politics. The
ge
er the rest o
is consistent
or the RLAM
be more
roken into p
gionally, may
122
sitive
e
ey
hat
e the
hey
y
of top
t with
M.
ieces.
ybe
• He
• He
custo
•Yes
• Yes
• He
• Yes
Do yo
• He
some
happ
when
• In h
trans
In gen
• Eric
other
The q
wher
•Peo
unde
• She
• The
staff
youn
the o
It is a
vision
Ericss
the y
Roge
thinks they
thinks it is th
omers is all g
s
agrees with
s
ou think man
thinks mana
e resistance.
en, instead o
n they resist.
his line of ma
sformation.
neral yes, bu
csson in gen
r managers i
question is h
re the execut
ople believe i
rstanding
e thinks so
ere is the old
who is trying
gsters are on
older conserv
a question of
n an if they c
son need to
oung guys d
erio Loripe
are on the ri
he correct di
ood, but he
the vision.
nagement in
agement is o
Middle man
of working to
anagers, mos
ut there are s
eral has no d
n top manag
ow far it goe
tion is.
in the vision,
d generation
g to turn Eric
nly selling dr
vative guys a
f leadership,
can balance t
combine the
on’t go to ot
e: Yes, no do
ght path
irection too.
doesn’t real
n general be
n board. The
nagement is q
owards it. He
st of them ar
some manag
doubt about
gement.
es down if it
, the change
who is maki
csson into wh
reams, not p
re often the
she question
the long term
e managers s
ther compan
ubt
The consult
ly see it hap
lieves in the
e clash is on
questioning
e does not se
re aligned, b
gers that are
the transfor
reaches the
was needed
ing the busin
hat Ericsson
roducts. The
managers o
ns if there is
m goals with
so they cons
nies
tative approa
ping or it is g
e transforma
middle man
and they are
ee that midd
but one of th
resisting.
rmation all th
people whe
d and in that
ness now, an
wants to be
e problem is j
of the young
the leadersh
the daily run
ists of both y
ach was need
going to slow
tion?
agement. Th
e waiting to s
dle managem
em is not alig
he way from
re the actua
way, they ha
nd then there
. The old one
just getting b
guys.
hip to drive t
nning.
young guys a
ded, focus o
w.
hey are show
see things
ment is confr
gned with th
m Hans Vestb
l change is a
ave a good
e is the youn
es think the
bigger becau
towards the
and old guys,
123
n
wing
onted
he
erg to
nd
ng
use
new
, so
• He
resist
Ericss
Do yo
the fu
• Tod
sales
only r
• The
they
• At t
comp
now t
Also s
there
• Now
comp
• It is
who a
He th
consu
being
•At t
want
• It is
abou
Roge
more
What
thinks mana
ting. They wo
son not be a
ou fell Ericss
uture?
day Ericsson
are not poss
right thing.
e customers
will see Erics
the time, Eri
pany. Though
they are cau
said, some c
e solutions.
w they are m
pany, but com
s a product s
are changing
hinks it will b
ultative appr
g made.
he moment,
to be just so
s both. It dep
t the people
erio Loripe
e resources t
t is your bigg
agement beli
on’t be able
ble to chang
son is a prod
is more a so
sible to do as
view is that
sson as a sof
csson is in th
h most of the
ught in betwe
ustomers sti
more a soluti
mpared to ot
selling compa
g the compa
be better, Eri
roach needs
, Ericsson is m
olution sellin
pends, but h
e.
e: We are on
o be able to
gest challeng
ieves change
to change it
ge their resist
uct selling o
olution selling
s consultativ
they are sell
ftware servic
he middle, th
e people wo
een.
ill want to bu
ons selling c
ther vendors
any still, whi
ny, but he st
csson is hirin
to be though
more than h
ng, they want
e does not th
the way to m
proactive.
ge in changin
e is the right
. (Will the pe
tance?)
or solution se
g company t
ve sales. They
ling products
ce company.
hey are both
rking in the o
uy boxes and
company. Th
s they are se
ch is sad to s
till sees many
ng good peop
h off on top
alf way towa
t even more
hink they’re
move, this tr
ng from prod
thing, but so
eople not be
elling compa
that a produc
y are based o
s but it is slo
a box selling
organization
d other are to
ey want to b
een as a solut
say. He really
y people wo
ple with con
level as well
ards the solu
.
there yet. It
ransition is n
duct to solut
ome groups
able to chan
any? And wh
ct selling com
on product s
wly changing
g and solutio
are working
otal depende
be a more co
tion selling c
y tries to be
rking in the o
sultative min
and there h
ution sales. B
is a slow pro
ot done ove
tions sale?
of people ar
nge, or will
hat will it be
mpany. Man
selling that is
g. In 5‐10 ye
on selling
g with boxes
ed on us ma
onsultative
company.
one of the g
old way.
ndset. The
he sees initia
But they don’
ocess. It’s als
ernight, we n
124
re
in
y
s the
ears
, so
king
guys
tives
’t
so
eed
• The
bonu
These
but th
The p
does
• The
believ
mone
• The
traini
They
that p
Some
Chan
• Peo
comp
• The
here
produ
In oth
• Kno
care o
Sales
They
it and
Even
that t
comf
•As t
and h
all old
e biggest cha
s systems. W
e things are
hey are not d
project leade
not happen
e biggest cha
ve in for the
ey.
e biggest cha
ing.
need to brin
people are n
e of the prob
ging culture
ople and com
pany. They n
e biggest cha
for 10 years
uct sales wo
her departm
owledge, tec
of the relatio
are comfort
have always
d want to do
though they
the KAM is fe
fort zone.
they are in th
have not gott
d informatio
allenge in be
Who delivers
changing off
doing it.
er does not h
.
allenge is tha
future. So it
allenge is abo
ng new guys
not fired unle
blem are we
is about if p
mpetence is t
eed new peo
allenge in tra
and more, a
rked. Where
ents, not so
chnology, ser
onship.
table in their
s been in fro
it. Get them
y take a lot o
eel safe in do
he middle, so
ten anything
on with from
coming mor
and who sal
ficially in Eric
have the ince
at they are m
t is difficult to
out culture a
in, especially
ess it is neces
don’t really
eople adapt
the biggest c
ople.
ansformation
and to chang
e he is, the co
much.
rvice must b
r classic role,
nt of their cu
m to leave the
of initiatives t
oing that. Th
ometimes th
g in return. A
the stage an
e consultativ
les and who
csson but no
entives and t
making a lot o
o make peop
and compete
y in the seni
ssary.
have incenti
or reject the
challenge tow
n is the cultu
ge them is dif
onsultative a
e taken to th
, and KAM ar
ustomers, an
eir comfort z
to be more c
he challenge
hey feel that
At least not y
nd get the ne
ve is the peo
gets reward
t practically.
the sales peo
of money on
ple stop doin
ence. He thin
or positions.
ves for peop
e culture
wards becom
ral problem.
fficult. They
approach is v
he front, the
re normally c
nd the challe
zone.
consultant se
is to get the
they have re
yet. So the ch
ew process r
ople’s compe
ed for the sa
They would
ople likes sell
the things t
ng what is ma
nks it is abou
But the cult
ple to change
ming a good c
. Lots of peo
have been h
very required
reby having
comfortable
nge is to get
elling, doesn’
m to shift an
emoved som
hallenge is to
ight.
etencies and
ales?
d like to chan
ling products
hey do not
aking a lot o
t hire, fire an
ture of Ericss
e
consultative
ple have bee
here while
d.
the KAM tak
selling netw
t them to fee
’t always me
nd leave this
mething of va
o make sure
125
the
nge,
s so it
f
nd
son is
en
king
works.
el for
ean
lue,
to get
• The
How
is a ch
On th
impro
there
• Th
After
The q
lead b
He is
jet.
• Pe
Some
chang
can p
that d
to go
Roge
• It is
chang
Do yo
• In g
Balan
anoth
• It is
The o
How
differ
Some
He be
meas
e challenge i
do we achie
hallenge.
he vision, the
ove the daily
e, if they don
e biggest cha
r they have to
question is if
by example a
not sure the
ople and cul
e of the peop
ge, and some
probably take
doesn’t mea
o hand in han
erio Loripe
s to understa
ging the proc
ou ever eval
general Erics
nced Scoreca
her program
s difficult to
only real mea
do you com
rently – or ev
e results that
elieves that t
sure on a lon
s the execut
ve the vision
ey are doing
y running of t
n’t make mon
allenge is ch
o organize a
Ericsson has
and the ques
e leadership
ture
ple today pro
e of them ne
e about 10 y
n they chang
nd.
e: They need
and what it i
cess accordi
uate the tra
sson does fol
ards (BSC) fo
just comes
decide what
asurement is
pare results
ven nothing.
t look good c
they are driv
ng term basis
ion. You nee
n, execution,
well. The im
the company
ney today.
anging the m
ccordingly.
s the leaders
stion is if the
is capable of
obably aren’t
eed to be exc
ears. Also a
ge overnight
more resou
nvolves and
ngly
nsformation
low up on p
r different p
and takes ov
t is actually m
s the busines
with what th
come from p
ving a change
s and review
ed different p
, and still hav
mplementatio
y. They are f
mindset. Eith
s to show ho
ey have lead
f improving t
t right for th
changed. Yo
lot of people
t it will take a
rce to be ab
understandi
n or does ma
rojects, but
rojects and f
ver the old o
making the p
ss performan
he result wo
people who a
e, but it is dif
the base lin
profiles, com
ve the daily r
on needs imp
forgetting th
her you chan
w to change
er who can d
that. Maybe
e future. Som
u cannot cha
e it right and
a lot of train
le to be proa
ing what con
anagement?
not always. S
follow the de
ne before it
profit.
nce. It is diffi
uld have bee
are actually n
fficult to me
e.
mpetence dev
running of th
provement. E
e reel life. Th
ge the minds
, they have a
do this.
change som
me people a
ange them d
have the rig
ing. Mindset
active
nsultancy ser
Sometimes t
evelopment.
is really eval
cult to meas
en if you had
not changing
asure. The o
velopment.
he company.
EP needs to
hey will not g
set or the pe
a concept ca
me leaders. N
re difficult to
uring one ni
ght mind set,
t and ability
rvice means.
they have
. But also oft
luated or fin
sure a chang
d done things
g.
only right way
126
. That
get
eople.
all
Not
o
ght. It
, but
have
And
ten
ished
e.
s
y is to
They
You n
year v
much
They
in the
is too
• In t
peop
judgi
There
Ericss
They
you m
• The
strate
meas
• He
He th
• Yes
•He d
reach
In the
trans
At his
direct
• Ma
depa
• HR
becau
Mayb
was n
try to evalua
need to have
vision. They
h at short ter
focus too m
e beginning.
o big a risk.
theory they h
le are not m
ng people.
e is no organ
son is trying
are strugglin
measure the
e communica
egies and stu
sure the tran
thinks the tr
hinks they wi
s and no, It is
does not thin
h the next m
e beginning,
sformation p
s level they h
tion to go. H
anagement fo
rtments.
should be co
use of the m
be there sho
not done righ
ate the sub p
e a vision for
have only be
rm goals.
much on short
It is not ofte
have perform
aking results
nized way of
to change an
ng with mea
cultural cha
ation around
uff are in pla
nsformation.
ransformatio
ill try to initia
s a cultural, a
nk they evalu
ilestone etc.
they were to
rogram is on
have went to
He thinks it m
ollows up on
ontrolling th
market.
uld be more
ht the first ti
projects, but
the next 5 y
een focusing
t term goals
en people go
mance mana
s, they shoul
finding the p
nd get the re
suring the ch
nge and so o
d the progres
ce, but the f
There are al
on is being ev
ate actions t
attitude and
uate the pro
old about th
nly a name.
o manageme
must be even
n the EP, but
e change. Sh
consult peo
me
t this is also d
years, and yo
g on the lowe
as they do n
o to the bank
gement imp
ld go. Other
people who a
esults withou
hange. They
on?
ss is not goo
follow up is m
lso proper m
valuated. La
o help those
behavioral c
ocess. He mis
is transform
ent to ask wh
worse for p
she cannot
he thinks it w
ople in the ch
difficult. The
ou need to ha
er hanging fr
not recognize
k and borrow
plemented, so
companies a
are resisting
ut having the
can measure
d enough. O
missing. But t
milestones in
st year, the g
e results.
change
sses an overa
ation progra
hat the plan i
eople below
answer on b
was done too
hanges as EP
y try to set u
ave a plan th
ruits. He thin
e that big los
w one million
o they can as
are much har
.
e budget and
e the financi
n top manag
they have KP
place.
goals were n
all plan, how
am and it wa
is as they do
w him.
behalf of the
o quickly but
keep changi
up KPI’s.
hat suits for t
nks they look
sses are expe
n for a projec
ssess people
rsher when
d the process
als, but how
gement,
PI in place to
not reached a
w they should
s all good. N
on’t know in w
other
t it had to be
ing because
127
this 5
k too
ected
ct. It
e. If
ses.
w do
o
at all.
d
Now,
which
it
• He
sayin
evalu
Hans
they
• The
have
is no
•For
• He
conve
When
• He
Are t
• Yes
•Not
He m
lower
• The
follow
• Yes
Do yo
• The
exam
Are t
• The
grey a
comi
thinks that t
g what is wr
uations.
Vestberg of
are good in r
ey try to eva
evaluative m
overall track
the first tim
thinks it is c
ersations.
n it is evalua
thinks it is e
here prepar
s
t any he know
misses a big p
r. His manag
ere are no m
w.
s they have y
ou think the
ey are not pl
mple, her man
here defined
ere are proce
areas but th
ng out.
they evaluat
rong, but the
ften say failu
realizing failu
luate. RLAM
meeting in hi
king of how t
e one week
ontinuously
ated, how do
evaluated, da
red mileston
ws
lan of this tr
ger is also fru
milestones. Th
yearly milest
y are consist
anning the p
nager is send
d sales roles
esses in plac
ey have a go
e whether so
ey are not go
re is not an o
ure, but not
probably do
s departmen
they are tran
ago I receive
evaluated in
oes it happe
aily in conver
es?
ransformatio
ustrated abou
hey made a t
ones
tent with th
process and a
ding very mix
s with respon
e for allocati
ood picture o
omething is
ood at doing
option, but t
correcting it
o not have an
nt. They set
nsforming in
ed an evalua
n top manage
n?
rsations
on, and if he
ut the same
transition, th
e transform
aligning them
xed signals.
nsibilities fo
ing people a
of how it sho
going good o
something a
they are not
t
n overall pla
milestones a
RLAM.
tion form fro
ement. He th
feels that, it
thing as he i
hat’s it, and t
ation strateg
m. Therefore
r different k
nd for reque
uld be done
or bad. They
about it. They
good at acce
n of the tran
also for one y
om EP
hinks it is eva
must be wo
is.
then the pro
gy?
e everything
inds of sales
esting people
. Also sales p
are good at
y don’t act o
epting that a
nsformation.
year ahead. T
aluated, dail
orse for peop
ocesses need
is ad‐hoc. Fo
s?
e. There are
process level
128
on the
as
They
There
y in
ple
to
or
some
l 2 is
• Yes
•Yes
than
peop
• Ma
custo
know
The r
Why?
what
•The
Have
• How
chang
would
If a co
servic
Some
Ericss
differ
It is im
go as
are n
Peop
peop
If you
it hap
• The
• Th
not ti
s there shoul
there are cle
earlier, ther
le are missin
ajority is supp
omer meetin
w the custom
roles are defi
? Honestly I’
they are sup
e process is c
e people had
w much can
ge drastically
d want new
ompany who
ce people.
e of the peop
son is known
rent with con
mportant to
s well. They w
ot able to ch
le don’t kno
le don’t wan
u have the rig
ppen
e Ericsson wa
ere has not
ime to focus
ld be CSR, CF
ear defined r
e are still ga
ng to posses
port, KAM ar
gs. In some a
mer etc.
ined, the pro
m not sure b
pposed to. O
learly define
training to
you develop
y. They will t
people.
o has 70% te
ple can be ch
n for develop
nsultative se
recruit role
will need to l
hange either
w and they d
nt to change,
ght people, t
ay is to learn
been much t
on transform
FR, ACR, but
roles, especi
ps and they
these roles
re responsib
areas they a
ocess and de
but it’s becau
Of cause ther
ed and it wor
improve the
p, how much
try to train. O
chnicians it m
hanged, som
ping technica
ervice knowle
models that
et some peo
, they need t
don’t want to
, it will not h
they think on
by doing an
training. The
mation and t
often they d
ally the CFR,
are still learn
le for the sa
re actually d
efinition is th
use of histor
re is all done
rks well, ther
eir consultat
h is bound to
Other people
might not be
e not.
al knowledge
edge.
people can
ople go. If th
to leave.
o know. You
appen.
n their own a
nd putting in
ey have a lot
training peo
don’t see a C
, SCR and AC
ning about th
les, but his d
riving the sa
ere but they
y and people
a lot as it sh
re is no need
ive and valu
a person. So
e don’t believ
e possible to
e, it will be d
follow them
ey are not th
can define r
and adapt to
leading star
to do with th
ple
FR and proje
CR have been
hese roles an
department i
ale, if e.g. the
y do not work
e not steppin
hould be don
d for change
e‐selling ski
ome believe
ve they can c
change them
eveloped by
. But they ha
he best techn
roles all you
o the overall
s that can sh
he daily rout
ect manager
n more utilize
nd find what
is in a lot of
e KAM does
k accordingly
ng up and do
ne.
lls?
that people
change, so th
m into being
y itself. It is
ave to let pe
nicians and i
want, but if
vision, and m
how the way
tines, so ther
129
ed
t
not
y.
oing
can
hey
g
ople
f they
make
y.
re is
• The
abou
go to
• It v
it has
produ
Gene
Peop
passi
custo
•The
his te
His te
by br
• The
impro
is nee
• Peo
canno
• He
the q
mind
The t
•I thi
• No
more
Has t
• The
more
know
They
ere has been
t consultativ
o the custom
varies from p
s to be impro
ucts.
eral Ericsson
le need train
ng on some
omer.
ere is not so m
eam instead.
eam is very i
ringing them
ere are some
oved, they n
eded
ople have go
ot be change
thinks peop
uestion is if
‐set. They ha
training has b
ink that is ok
‐ people wo
e consultative
there been a
e competenc
e freedom to
wledge and ta
want to hav
n a bit of an i
ve approach.
er.
practice to pr
oved. Just be
needs to im
ning in selling
responsibilit
much formal
They have m
nteractive w
along
e initiatives o
eed more, o
ot a little bit o
ed when the
le are gettin
the compan
ave a concep
been there, b
kay
on’t change ju
e
a shift in whe
ce and know
o work closer
aking this kn
ve the best p
nitiative to t
But it is not
ractice. In so
ecause you a
prove their i
g and KAM n
ty to other w
l training. In
more informa
with custome
of training, a
n job formal
of training, b
y have done
g prober tra
y has the rig
pt that is call
but the exam
ust because
ere the techn
ledge is still
r to the custo
owledge to p
eople in fron
train people.
t anything yo
ome areas no
re technicall
nteracting a
need to be tr
when it come
his managem
ation and m
ers so he tries
nd has been
l training. M
but not much
e it the same
ining to do it
ght leader to
ed lead by e
mples lack.
of training. P
nical knowle
in the same
omers. The c
pre‐sale and
nt of the cus
. Last year th
ou can learn f
o, in other ar
ly good, it do
nd selling sk
rained in bein
es to explaini
ment team h
eetings.
s to show ho
n available fo
ore methodo
h. Not nearly
way for 20 y
t, but trainin
show the em
example.
People have
edge is in Eri
organization
common core
to custome
tomer.
hey had some
from the boo
eas it is bett
oes not mean
ills.
ng more ope
ng technical
he is support
ow to interac
or 2011. But i
ology on wha
y enough, be
years.
g isn’t the re
mployees ho
not been tra
csson?
ns, but now,
e is all about
r.
e formal trai
oks. You nee
ter. But in ge
n you can se
en, meaning
l stuff to the
ting and coac
ct with custo
it needs to b
at it is consu
ecause peopl
eal issue. Ins
ow to change
ained into be
they have a
t taking the
130
ning
ed to
eneral,
ll
ching
omers
be
ulting
e
tead
e the
eing
lot
• He
• He
ideas
types
respo
Do yo
• He
quest
resou
• He
The r
wher
sittin
• It is
not d
EP pe
• of c
•He i
He th
• She
comb
Peop
discu
• The
balan
• EP
there
• No,
yet. S
respo
•The
thinks they
does not thi
s of EP is also
s and thereb
onsibility and
ou think eve
thinks that m
tion whethe
urces, they d
thinks peop
roles are con
re they not o
g down and
s not clear w
do. They are
eople is set t
cause people
is trying to m
hinks people
e thinks peop
bined with th
le around he
ss the chang
ey still do it t
nce between
still does not
e are people
, but it is mo
So people are
onsibilities of
ey know
are quite con
ink the posit
o to have peo
y share and
d technical is
erybody know
most people
r they are ab
on’t have tim
le know wha
nected to th
only measure
talking to th
who should do
a big pool of
o do a lot of
e are challen
make sure tha
are aware o
ple are confu
heir daily rou
er also KAM
ge
the old way.
this and the
t know what
who are not
ore the fact t
e properly a
f different de
nfident when
ion of the kn
ople working
utilize that k
ssues that re
ws exactly w
know their
ble to fulfill t
me to spend
at their roles
he objectives
e performanc
he people of
o what, so th
f people doin
things they
nged in their
at people un
of their role in
used about t
utines, it is co
and operatio
The old way
e new busine
t they should
t comfortable
hat they kno
bit in the mi
epartments.
n they speak
nowledge ha
g on differen
knowledge. T
main in the
what their ne
role, they ha
he roles. The
enough tim
s are, and he
s, and they h
ce but also d
their roles.
herefore peo
ng all kind of
are not use t
role
nderstand th
n the organi
their role. Th
onfusing. She
on they are m
y is keeping t
ess
d do. The cha
e because th
ow how they
iddle. He thi
k to custome
s shifted eno
t customers
There is still
KAM‐team.
ew role is?
ave had muc
ey don’t hav
e with custo
does as wel
ave a good p
define individ
ople sometim
f different th
to.
eir roles.
zation now,
e direction t
e, however,
more confus
the company
ange was no
hey don’t kno
y should be w
nks they sho
ers, they resp
ough. Becaus
so they can
a lot of tech
h informatio
e time. EP ha
mers.
l.
process, the
dual targets.
mes do some
ings.
not in the be
they are awa
is comfortab
ed, because
y alive. She h
t big at the K
ow what the
working, but
ould reconsid
pect their op
se one of the
learn differe
hnical
on about it. I
ave too few
IPM process
They do this
ething they s
eginning.
are of, but
ble with her
EP was first
has to mainta
KAM team. B
ey should do
haven’t star
der what are
131
pinion.
e
ent
t is a
s,
s by
hould
role.
to
ain a
But
rted
the
• No
first r
Are y
• He
thing
who
• She
• He
becau
• His
need
Do yo
• Som
• It v
not a
they
are le
by ap
much
• No
perso
• Aft
expec
•May
them
peop
• Can
are a
doing
. People are
radical chang
you comforta
feels comfo
gs others are
is good at w
e is comforta
is comfortab
use the chan
role has not
to change b
ou think eve
me people ar
varies whethe
ble to fit into
then helped
earned by do
ppointing ano
h.
. When you
on cannot su
ter one year
ctations on t
ybe people a
m. But there a
le to unders
n’t answer fo
bit confused
g the same. T
still lost; the
ge and then
able with yo
rtable somet
better at, bu
hat. It took t
able
ble in his role
nge is going v
t changed ra
better as he i
erybody is co
re comfortab
er people ar
o the new ro
d? Those who
oing. When p
other guy fo
look at EP, a
cceed in all t
you would s
them. And ba
are not that c
are probably
tand throug
or the whole
d, they have
They are still
ey don’t know
a more slow
our role?
times, somet
ut he feels it
time to get th
e. He has a v
very slow.
dically. He fo
s close to th
omfortable w
ble, some are
e comfortab
ole. So it is di
o are uncomf
people are ou
r the job also
ctivities that
these activit
ay so, but he
alancing the
comfortable
y still some th
h communic
organization
heard all thi
focusing on
w what to do
w change.
times not, h
t is getting be
his perceptio
very clear vis
ollows the m
e market cha
with their ne
e not.
ble or not. So
ifferent. If th
fortable are
ut with custo
o. Some are
t should be p
ies.
e thinks that
expectation
with their n
hat are unco
cations, but t
n but in his o
is about con
n routines in
o now. They
e feels some
etter as the m
on he is givin
ion of where
market trend
ange.
ew role?
ome can grow
hey are not c
not trained
omers the fir
doing a grea
performed –
people are f
ns is difficult
new role, but
mfortable. M
there are stil
organization
sulting servic
order to kee
are stuck in
etimes he is b
manager is s
ng us now.
e he should g
so he under
w into the ro
comfortable
because it is
rst time, they
at job, and ot
there are a l
finding there
at the mome
t they have t
Management
l a lot of gap
it is a combi
ces and stuff
ep the compa
the middle o
being set do
starting to kn
go. He suffer
rstands that t
ole, but some
in their role
s too busy. P
y try to supp
ther, not so
lot. Usually o
e are very big
ent.
ried to supp
t is trying to
ps.
ination. Peop
f, but they a
any running.
132
of a
now
rs
they
e are
e are
eople
port
one
g
ort
get
ple
re still
Prope
be a n
EP ha
chang
• Thi
anyw
•He d
•EP i
comm
Do yo
• The
mind
inside
doing
comp
abou
Oper
not th
• Yes
much
Every
they
A few
box s
can o
capab
Peop
that a
• KAM
relati
erly more co
new round o
as been esta
ges related t
s is an organ
where? No I d
don’t know i
nteracts a lo
mon core wh
ou think the
e sales organ
ed. The KAM
e the organiz
g it that way
plete the opp
t their custo
ation is set u
he region ap
s operation n
h a region tea
ybody need t
don’t look at
w months ago
selling, and t
only sell netw
ble.
le from oper
at the mome
M is in gene
ionship and l
onfused as th
of defining pe
blished as p
to the transf
nizational cha
don’t see tha
if there shou
ot with opera
hich should b
re should be
nization shou
M organizatio
zation. They
their whole
posite, very c
omers. So the
up complete
pproach as EP
need to chan
am.
to changes, i
t Ericsson po
o, he were in
he results sp
works (box‐se
ration also n
ent but it’s n
ral to comfo
let others ta
hey are trying
eoples respo
art of the tra
formation?
ange, everyb
at jet. But thi
uld be other c
ations. And o
be cooperatio
e more or ot
uld be reorga
on is a bottle
still se KAMs
life so it is d
consulting m
e KAMs and s
ly wrong as t
P this is why
nge as they a
t starts on A
ortfolio they
n another ac
poke for them
ellers). Some
eed to devel
ot as import
rtable discus
ke care of th
g to shift but
onsibility.
ansformatio
body need to
is doesn’t ha
changes
operation ch
on is not wo
ther organiza
anized in ord
eneck for the
s with old m
ifficult to ch
minded and v
sales organiz
there are no
common co
re still a trav
Account level
ask what the
count, at the
mselves=som
e KAMs are e
lop a more c
tant for oper
ssing techno
he technical s
t still do yest
on. Are there
o change. Ha
appen overn
anged a lot a
rking so wel
ational chan
der to have E
e information
indset, sellin
ange. We ha
ery open. So
zation should
one interfac
ore don’t wor
velling teams
l, some are g
e customer n
ey were very
me KAM can
embracing th
consultative a
rations to cha
logy instead
stuff.
terday’s wor
e any other o
ve it been d
ight.
as well, unfo
l.
ges?
ricsson more
n and knowle
ng boxes. The
ave also som
ome KAMs ar
d be changed
ces but 7 cus
rk.
s and local te
good at cons
needs is.
y different. T
sell network
he change, so
approach. Th
anges.
of taking ca
rk. There nee
organization
done success
ortunately th
e solutions
edge they ha
ey have been
me that are
re very prote
d as well.
stomer unit a
eams, not so
ultative app
They were on
k and BSS oth
ome are not
hey are not d
re of the
133
ed to
nal
sfully
e
ave
n
ective
and
o
roach
nly
hers
doing
He de
challe
much
• She
are a
KAM
Has a
• diff
struct
meas
we do
• nop
satisf
• Yes
same
have
• The
inves
meas
progr
•Mea
syste
There
It is v
okay
lookin
• The
of ch
• Pro
much
They
the p
efinitely feel
enge. They s
h technical kn
e thinks othe
cting like the
has not tran
anything cha
ferent depar
tures and ar
sures or obje
o that peopl
pe, we are m
faction goes
s. They are m
e, they are m
some comm
ere is a meas
stigating whe
suring that a
ram going in
asurements
ms and mea
efore, you do
very frustrati
that there a
ng in to new
e targets are
ange she thi
obably not en
h reflect the
also measur
performance
s that KAM a
hould be bet
nowledge Er
er parts of th
ey used to.
nsformed
anged within
rtment are m
e measure in
ectives, it dep
e are forced
measuring in g
up the chan
measuring dif
measuring key
mon core mea
surement go
ether the KA
at the mome
that directio
are not chan
asure in the o
on’t know if
ng that they
re no measu
w measures.
e in the same
nks.
nough. If he
old routines
re a lot on ke
goals – not e
are afraid of
tter at bringi
ricsson have.
he organizati
n the measur
measured in d
n the structu
pend at lot o
. It is not a n
general finan
ges is going g
fferently now
y deals now,
asurements
oing on how E
Ms are actua
ent? There is
on and of cau
nging. They a
old way. The
you are actu
y have no wa
ures for a tim
e as before th
looks at Bala
. However, o
ey deals, whi
enough. It co
using EP. It i
ing EP along
.
on that need
rements syst
different way
ure and peop
on have we a
natural thing
ncial numbe
good
w. They have
it is good. It
they did not
EP is behavin
ally letting th
no specific m
use there ar
are trying to
y cannot me
ually doing a
y of knowing
me, but unfor
he transform
anced Scorec
one thing the
ich is new. So
ould pretty m
is a question
to the custo
ds to change
tems?
ys. We are st
ple are very c
are at setting
to join up an
rs and if the
e good meas
t is a KPI and
t have before
ng. Also, the
he technolog
measuremen
e assessmen
do this chan
easure how t
good job.
g if they are
rtunately he
mation. It is d
cards and bo
ey do measu
o in general,
much reflect
n of trust. Tha
omer and let
, KAMs and o
till working i
careful on re
g broad meas
nd cooperate
customer an
urements. So
is followed
e.
KAM assess
gy guys get in
nt, but there
nts
nge, but still t
hey are prog
doing a good
doesn’t kno
difficult to me
onus systems
re organizat
it is a comb
something f
at is the
them show
operations.
n very indivi
eaching their
sures and wh
e.
nd employee
ome are still
up. They als
sment progra
n front. Are y
e are activitie
they use the
gressing.
d job. It can
ow of anybod
easure this t
s, they pretty
tion develop
ination. But
from 2008
134
how
KAMs
dual
own
hen
es
the
o
am
you
es
e old
be
dy
type
y
ment.
on
•No
• The
not h
• The
with t
order
When
We d
now s
year.
She is
door
It is p
incen
Are t
• diff
struct
meas
we do
• The
signin
• Yes
clear,
team
•The
• bot
• Bot
Do yo
• We
come
I don’t see a
e processes h
honest on rep
e measurem
the new stra
r to create in
n she brings
do not have m
selling it mea
s building ne
for the busin
problem that
ntive for it
he measure
ferent depar
tures and ar
sures or obje
o that peopl
e objectives
ng key deal o
s, he has per
, now they h
measureme
ey were both
th, but mainl
th individual
ou think the
e need some
e I don’t no
ny new mea
have been ch
porting or do
ents are only
ategy. They m
ncentive to c
a lot of busi
measure or i
asures, more
ew business,
ness earlier.
t they are ch
s individual
rtment are m
e measure in
ectives, it dep
e are forced
are also refle
objective. It w
sonal measu
have some ne
ents or objec
, but now th
ly individual
ly and team
re should be
to give mor
surement
hanged, but
on’t know wh
y measuring
must find wa
hange. Peop
ness and sale
ncentive to m
e strategic m
but it is sale
Measures n
anging the ta
or are they a
measured in d
n the structu
pend at lot o
. It is not a n
ected on the
works this ye
urements, via
ew metrics t
ctives.
hey don’t fit.
based.
e some chan
e incentives
BSC process
hat the true
the old stuf
ays of measu
ple are only r
es complete
measure lon
measurement
es that get th
eed to be be
argets in the
also team ba
different way
ure and peop
on have we a
natural thing
e individual le
ear not last y
a IPN. The m
hat are suita
And therefo
nges?
for the peop
s is not being
picture is an
f. They don’t
uring things c
rewarded for
s the work, o
g term, sales
t are needed
he bonus whe
eyond sales.
e end of the c
ased?
ys. We are st
ple are very c
are at setting
to join up an
evel. This is d
year because
measurement
able to his da
or they can’t
ple to be mo
g taken seriou
nd just
t measure th
consistent wi
r selling boxe
only sales ge
s are recogni
d. Incentives
en they have
change so pe
till working i
careful on re
g broad meas
nd cooperate
done by the
e no one kne
ts in the last
aily activities
make incent
re cooperati
usly. People
hing consiste
ith strategy i
es, not solut
et rewarded.
ized and onl
are only 1 o
e opened the
eople don’t h
n very indivi
eaching their
sures and wh
e.
IPM ex. By
ew what to d
year were n
s. There are n
tives
ive, but if it w
135
are
ent
in
ions.
y
r 5
e
have
dual
own
hen
o.
ot
no
will
• It c
•No,
work
• The
proje
the d
Whic
• KAM
•He w
• EP,
• He
pictu
How
• It is
discu
There
share
abou
• Wh
abou
intran
Those
have
Mayb
cultu
There
anoth
doing
proce
could argue t
the only me
ing properly
ere are some
ect. Their hou
eal the first
ch departme
M, sales and
works very c
, strategy and
is cooperati
re.
is customer
s his impress
ssion about
e is not enou
ed. The tools
t their proje
hen they hav
t the custom
net, they can
e who do are
a different c
be 10% of ev
re.
e is a small p
her place. Th
g it even tho
esses. The cu
there should
easurement w
y. The only th
e conflicts, ex
urs can’t be a
place.
nt do you ha
operations
closely with s
d sales of ne
ng with sales
knowledge
sion that info
customers in
ugh knowled
s are more or
cts.
ve employee
mers and they
n find a lot o
e the new ge
culture.
very meeting
part of Ericsso
hose are prim
ugh there w
ulture of sha
be other tar
we need is fi
hings that co
x. the presal
attached to a
ave close coo
sales and ope
ew business,
s. EP has the
shared in Er
ormation abo
n EP departm
ge sharing in
r less there,
meeting, th
y share it on
f information
eneration. Ot
g should be a
on that insta
marily senior
ere no tools.
ring is not go
rgets but it is
inal numbers
unt are finan
es and deliv
a specific sal
operation’s
eration. First
but the coop
eir own view
ricsson?
out the custo
ment.
n Ericsson. In
but they are
ey allow som
n the intranet
n on differen
thers lack th
about custom
antly repeats
s. They are u
. It is more a
ood here.
s difficult to
s, if those fai
ncial number
ery as delive
le because it
with?
t sales, and t
peration wit
but they nee
omers is sha
nformation re
e not used, a
me to talk ab
t. If people s
nt customers
e interest, e
mers, but the
s something
using formal
bout the peo
measure
il that mean
rs and custom
ery is measur
is work don
then operatio
h the sales u
ed to unders
red okay. Th
egarding old
nd people ar
out custome
pend one ho
s. Do they us
xpect to spo
ey are very fa
that is done
networks, b
ople that the
we aren’t
mer satisfact
red on hours
ne in order to
on.
units is impro
stand the wh
here is a lot o
der projects i
re protective
ers. They talk
our on the
se the intran
oon fed, and
ar from such
in one place
ut they wou
e actual tool
136
tion
s pr.
o get
oving
hole
of
s not
e
k a lot
net?
they
a
e, at
ld be
s and
Mana
prom
Ericss
In the
the fa
befor
There
• Kno
it. Eri
work
every
Custo
shoul
to co
He do
know
If the
They
KAM
• Her
enou
regio
world
impro
• The
Ericss
He th
in the
• Yes
1. Th
pract
2. On
mayb
agers have o
moted all the
son.
e daily work
act that man
re they can a
e are always
owledge sha
icsson is not
, without ev
y company d
omer knowle
ld be the orc
ordinate the
oes not think
wledge and st
e leaders are
still have KA
are custome
re they can i
gh. They are
n. Knowledg
d is not being
ovement.
ere is no form
son where h
hinks that the
e right direct
s, they have
ing is to shar
tices, but the
n the global l
be they are o
often been in
time. Specia
they are wo
nagers are pr
approach oth
people wan
ring; others
very good at
aluating. The
eals with the
edge is not sh
chestrator bu
e customer c
k it is about t
tuff, but in g
not doing it
AMs that are
er manager a
mprove. The
e not sharing
ge sharing wi
g reused in o
mal way of d
he talks with
e knowledge
tion.
knowledge s
re processes
ere are still a
evel it’s to sh
only at 50%
the same de
alist knowled
rking a lot in
rotective of t
her.
ting to keep
live of their
t it. They inte
ere are sever
ese problem
hared either
ut they often
ontact, but t
the tools. Of
eneral it is th
, how should
very protect
and not the o
e tools are in
g enough, eve
ithin the bui
other parts o
oing that, so
his manager
e he is bringin
sharing go in
on going to
small proce
hare what th
epartment fo
dge are more
n individual d
their people.
their knowl
knowledge s
end to inven
ral reasons f
s.
r. Everybody
n like to keep
they are awa
f course it is g
he culture.
d employees
tive, and the
only contact
n place, e.g. E
en inside the
lding is ad‐h
of the world.
o he manage
rs.
ng back from
n a couple of
the custome
ess and meth
hey do at equ
or a very lon
e valuable th
departments
. They focus
edge
sharing and t
nt the wheel
for this: No in
needs to lea
p knowledge
are of it, but
good to have
s do it?
ey are trying
with custom
Ericoll and kn
e team wher
oc. What is b
Defiantly a p
es his time so
m customer c
different dir
er, which we
hod missing f
ual level. Wh
g time, whic
at wide know
, due to mea
on their own
they have me
every time.
ncentive, pro
arn for thems
to them self
not good at
e a place to s
to get to the
mers.
nowledge ba
e people wo
being sold so
place that ne
o he stays at
can help the
rections
e do very mu
for this part.
hich he feel t
ch is why the
wledge in
asurements a
n problems
easurement
Ericsson doe
otectionism,
selves, KAM
f. It is impor
it.
store the
e point wher
ase. But it is n
ork all over th
ome parts of
eeds
least one da
rest of the t
uch between
they do, but
137
ey are
and
s on
es the
but
tant
re the
not
he
the
ay in
eam
the
But it
They
•Kno
discu
mails
• Ove
on st
get in
• The
shari
Know
• He
able t
• Ver
so pe
not b
not ta
comp
count
chang
Broad
oppo
but th
The q
find w
•Yes
Do yo
•Yes
• Yes
back
t is difficult t
need to find
owledge shar
ssing things,
s and so on.
erall Ericsson
uff like oppo
nfo from oth
ey use the co
ng. Most: IT
wledge sharin
thinks that k
to share and
ry poorly. Th
eople should
being reward
aking advant
plain that Eri
tries have ha
ge. They are
dband to do
ortunities) th
his is brand n
question if it
what you nee
we have a fu
ou think it is
it works we
s, they share
information
o categorize
d incentives t
ring is a prob
, it is not form
n is doing go
ortunities and
er regions. T
ompany tool
tools, works
ng is good in
knowledge s
d that is their
hey are starti
do it in thei
ded and there
tage of the k
csson is not
ad the same
still in the st
a global rep
at then run d
new. Do you
can get man
ed.
ull knowledg
s knowledge
ll
, they have d
. He uses the
e and tag info
to share and
blem. People
mally shared
ood, but whe
d customer k
There is a lot
s. She thinks
shops, meeti
Ericsson
haring about
r duty
ng to improv
r spare time,
efor it rarely
knowledge ga
able to fix a
issues solve
tarting point
ort system w
different pla
u feel it will g
naged so it d
ge sharing to
is shared en
different too
e main comm
o so they are
d use. They a
e who are frie
d. They have
en it comes to
knowledge, t
t to be done
s Ericsson is g
ings
t customers
ve it. It has n
, which is no
y happens. T
ained around
problem, as
d. This is also
t as a compa
were they, se
ces in the w
gets used an
oesn’t get ov
ool
nough?
ols like Ericol
munication c
e easy access
re about to c
ends are ofte
to go and as
o databases,
they are not
good at com
is part of his
never been p
ot happening
They learn fro
d the regions
they know E
o partly the
ny. They hav
elect project
orld, then co
nd give value
verloaded w
l. They try to
channels. Like
sible, but it is
come in plac
en communi
sk different p
, and have th
there yet. It
munication
s job. He thin
part of people
g. Evaluations
om custome
s. Sometime
Ericsson cust
reason for th
ve now starte
(case for fut
ollected glob
e to Ericsson?
with info, so y
o spread out
e email, intra
s being done
ce.
icating and
people and w
he data upda
t is not possi
and knowled
nks that they
e responsibi
s on projects
rs that they
es customers
tomers in ot
he regional
ed in Mobile
ture
bally and rate
? Yes absolu
you can’t eas
and not hold
anet and Eric
138
e.
write
ated,
ble to
dge
y are
lities
s are
are
s
her
e
ed,
tely.
sily
d
coll
Could
Diffe
• A b
and d
chang
Are y
• The
It is p
the o
Hiera
aroun
We m
differ
struct
meas
we do
show
• It is
guara
receiv
as the
make
•The
prede
• The
challe
• Mo
meas
meas
to ge
They
d anything m
rent structu
better IT syst
databases. H
ge the behav
you able to m
ey are very fa
possible for p
organization y
archy and silo
nd for some
might allow p
rent departm
tures and ar
sures or obje
o that peopl
w up now, pe
s difficult. Be
antee to get
ves the answ
ey are worki
e this happen
e mobilizing i
efined way t
ey need help
enge is betw
obilization in
sured on the
sure it and ch
t people from
spend too m
make the cha
re, better IT
em to share
e don’t think
vior, then the
mobilize peo
ar from havi
people to shi
you should s
os are very im
task or on d
people to mo
ment are mea
e measure in
ectives, it dep
e are forced
ople from di
ecause other
the support
wer that no o
ng with othe
n
s working fin
o do. It is no
p from other
ween sales m
EP works pr
ir operations
hange the sp
m operation
much time ge
ange easier?
T systems etc
knowledge?
k a better sy
e IT systems
ople from oth
ng a commo
ft jobs throu
stay in one d
mportant in
ifferent leve
ove, but in th
asured in dif
n the structu
pend at lot o
. It is not a n
fferent depa
r department
he needs. M
one is availab
er stuff. They
ne. That is on
ot fantastic, b
department
indset vs. de
retty good, b
s and not on
pirit of sharin
s to pre‐sale
etting people
?
c.
? He don’t th
stem would
her part of t
on core.
ugh the orga
epartment
Ericsson, wh
els
he daily coop
fferent ways
ure and peop
on have we a
natural thing
artment are
ts have diffe
Most of the ti
ble. The ince
y must plan t
ne thing that
but it is good
ts, but it dep
elivery minds
but between
n cooperation
ng people. Bu
e, have tried
e together fo
hink they hav
improve any
he organizat
nization, but
hich makes it
peration it is
. We are still
ple are very c
are at setting
to join up an
sending out
rent things t
ime, both wi
ntive is not t
the demand
t has been go
d and it work
pends on KAM
set.
operations i
n, this year it
ut at the mo
for 4 month
or engageme
ve problems
ything. Instea
tion, when n
t if you want
t difficult to m
very difficult
l working in v
careful on re
g broad meas
nd cooperate
surveys
they follow H
th operation
there to rele
of people in
oing well. Th
ks. It’s forma
M it is quite e
t works terri
t is changed
ment it is no
.
ents.
with sharing
ad they shou
needed?
t to move up
move people
t, because
very individu
eaching their
sures and wh
e. It is startin
He cannot
n and EP, he
ease these pe
n a better wa
here is a
l.
easy. The ma
ibly bad, the
so they try t
ot possible fo
139
g stuff
uld
p in
e
ual
own
hen
ng to
eople
ay, to
ain
ey are
to
or him
Is the
• The
the b
•It is
• The
Is Eric
• In t
the fa
befor
For fi
the jo
this w
numb
• The
not w
•It is
• Eri
Team
are b
that a
All liv
There
How
Han:
KAM’
Deliv
the c
Again
Mark
• Op
ere a formal
ere is a form
biggest probl
easy to wor
ere is a proce
csson good a
the daily wor
act that man
re they can a
nding oppor
oint growth p
was force on
bers.
e processes a
working 100%
ok no probl
icsson is not
mwork is not
etter in team
are in to team
ve in their ow
e is a lot of h
do you iden
: . Most of it
’s 80%, EP 15
ery is at the
ustomer. Bu
n, the culture
keting should
portunities w
way to mob
al way of get
em of the ov
rk across dep
ess in place f
at working c
rk they are w
nagers are pr
approach oth
rtunities KAM
plan is the sa
from the to
are written d
% but no com
em there.
good at cros
a culture in
m then single
mwork as we
wn world
hierarchy and
ntify opportu
is created b
5%, delivery
moment mo
t the offers i
e is the reaso
d also bring i
will eventual
bilize people
tting people
verall transfo
partment, bu
for requestin
cross‐functio
working a lot
rotective of t
her.
M, EP and Ma
ame number
p, as we all s
down. But th
mpany is perf
ss‐functional
Latin Americ
e work, so yo
ell.
d structure d
unities? Or fr
y the KAM’s
5%. KAM’s s
ore or less no
is often to sm
on it is difficu
n some, but
ly come from
e?
from operat
ormation. Cle
ut it is not ea
ng people. It
onal?
in individua
their people.
arketing wor
r, thereby th
started on ou
hey might no
fect. It is oka
l work, it is v
ca, it is not in
ou have to fo
does not prom
rom where d
and some b
shouldn’t cre
ot able to bri
mall and to s
ult to change
they look m
m several pla
tions, but it i
ear global pr
sy to mobiliz
is working b
l departmen
. They focus
rk together t
ey align a joi
ur own and c
ot follow the
ay here.
very much di
n their cultur
orce it, but to
mote teamw
do you get le
by EP. Almost
eate more th
ing sales in.
specific
e.
ore on futur
aces, but the
is not workin
roblem
ze people.
but it could b
nts, due to m
on their own
to make thei
int strategy f
came up with
processes go
vided in silos
re to see that
o drive it, yo
work.
eads to oppo
t nothing by
an 50%.
Even though
re
ey do not tod
ng. It is prop
be better
measurement
n problems
r growth pla
from start. B
h total differ
ood enough.
s.
t a solution o
u need leade
ortunities?
delivery.
h they see a l
day.
140
erly
ts and
n as
But
rent
. It is
often
ers
ot at
But it
• Ide
upgra
are fr
oppo
solut
EP m
• The
espec
mark
short
Prepa
accou
What
missi
shoul
He fe
• Bot
Proac
React
EP sh
•The
oppo
• She
majo
diffic
• She
when
By ta
pass
• Bot
Proac
custo
t is the KAM
entify opport
ades etc. Firs
rom increasi
ortunities the
ion based on
akes these a
ere is a natur
cially on sma
ket, is too lon
tcuts. Maybe
aring propos
unt manager
t they bring i
ng a interfac
ld share this
eels there is m
th proactive
ctive by the c
tive as custo
hould chase l
ey try to see w
ortunities. Th
e uses the KA
rity comes fr
ult to define
e works in th
n it comes to
lking to the p
it on.
th proactive
ctive: When
omer and out
who owns t
unities. The
st area is tak
ng market sh
emselves in E
n market nee
and handsha
ral path from
all daily sales
ng. But there
e not initiativ
sals take too
rs and then b
in of opportu
ce to bring th
and not only
missing com
and reactive
consult way
omers come t
eads
what other m
hey create pr
AM and cust
rom KAMs (7
e where the o
he beginning,
o actual prod
potential new
and reactive
dealing with
t of this migh
he account a
first type of
king care of e
hare. Breakin
EP. Plus they
eds what the
ke with KAM
m opportunit
s. New oppor
e are some in
ves, but inten
long time. B
bring in more
unities is sma
his quicker th
y on Key dea
munication b
e.
by talking to
to them.
markets are d
ropositions a
omers. Custo
70/30). Some
opportunity
, looking for
uct, she con
w customers
e.
h the custom
ht find a lead
and decide if
leads will co
existing custo
ng into new
y have made
ey see custom
M, where the
ty to proposa
rtunities are
nitiatives from
ntions.
Because you
e people.
all, but still a
hrough, he is
als.
between EP
o the custom
doing. They
and evaluate
omer comes
etimes they
comes from
things she c
tacts EP.
s and unders
mer you spend
d where you
f it is an oppo
ome from the
omers, many
customers. T
value propo
mers could u
y make grow
al, a formal w
often daily s
m the manag
need to brin
a lot and the
s missing a p
and KAM
mer.
go to custom
whether the
s to her, and
are together
.
can develop w
standing the
d a lot time t
can go to th
ortunity
e installed ba
y leads form
They find the
sition on new
use.
wth plans for
way, but it ta
sales. For the
gement team
g it in and co
time is too l
rioritization
mers and liste
ey are go / n
she goes to
r with the KA
with her dep
ir needs, bui
there and th
he customer
ase, selling
here. Other
e new
w areas new
r them.
akes too long
ese, time to
m to make so
onvince the
long. Here is
list. EP and K
en, and try t
o go.
them, but
AMs so it is
partment, bu
ild a solution
here you stud
proactive.
141
leads
w
g
ome
KAM
o find
ut
n and
dy the
React
solut
We s
react
ask y
• 80
ident
to ma
less b
They
shapi
intuit
the sa
No, t
SMIS,
there
lackin
•In c
Majo
EP br
• The
meas
Is the
• Yes
which
accou
of ha
shoul
• Not
•In a
also u
a fant
tive: Often th
ion.
hould focus
tive. Especial
ou more for
% of what th
tifications on
ake cases ou
brainstorm.
are taking m
ing the agen
tive knowled
ame time go
hat is a prob
, but it is the
e is a handsh
ng a visibility
ertain areas
ority is based
rings from ot
ere are so m
surements.
ere a system
s the SIMS, b
h shows that
unt. So they
ving two sys
ld be improv
t one there i
perfect wor
use SMIS. Th
tastic way of
he customer
on the proac
lly if you brin
the solution
hey do is rea
n what they f
ut of and try t
more control
da with the
dge from wha
ood business
blem in itself
e KAM who o
ake on follow
y system
we are more
on discussio
ther KAMs. T
any differen
m that shows
but does it w
t SMIS does
are having tw
stems. One a
ved also.
s one in eac
rld, they wou
hey try to kee
f doing it.
r explains wh
ctive approa
ng good proa
ns you don’t
ctive, and no
feels was the
to pursue, th
by that mea
customer. N
at Ericsson p
for Ericsson
. They are no
owns this and
wing a oppo
e proactive t
ons between
The ratio is cl
t definitions
leads or opp
ork? What h
not work. SM
wo different
ction could b
h organizatio
uld never nee
ep these Exce
here they hav
ch, as the cu
active solutio
know.
ot the way th
e biggest pro
he identificat
aning try to f
ot done so m
people felt w
n.
ot having a c
d therefor th
rtunity. But t
then other, b
n customer a
lear much m
of leads. Ea
portunities?
happen is the
MIS is not use
t systems. Th
be to remov
on that follow
ed Excel, but
el updated w
ve a problem
ustomer will
ons as they s
hey want to
oblems for cu
tion was don
figure out the
much on mar
was the probl
clear system
hey won’t co
then it is just
but still too m
nd KAM, few
more custome
ch organizat
?
ey have an Ex
er friendly it
hey should fi
e ownership
w leads mar
t they do bec
with SMIS an
m and ask if w
always come
ee you can d
work. They h
ustomers and
ne on a meet
e customers
rked researc
em for the c
no. So far th
me in the sy
t an opportu
much reactiv
w on benchm
er to KAM
ion have ow
xcel files with
is only owne
nd a way to
p from KAMs
keting, sale,
cause they tr
d vies‐á‐vis.
we have a
e with the
do this, they
have made
d then chose
ting with mo
problems an
ch, but more
customers an
he only place
ystem before
unity. But the
ve
marking and s
wn tools and
h their leads
ed by the
use SMIS ins
but the too
EP
rust it. But th
They do not
142
will
en 5
ore or
nd
of
nd at
e is
e
ere is
stuff
s,
stead
l itself
hey
t have
They
impro
• No,
SMIS,
there
lackin
Do yo
• The
will m
• The
• He
done
• Yes
every
•Yes,
RLAM
There
• She
the sa
They
alike.
same
• Yes
speci
• It c
•Yes
In for
SMIS
I in hi
• Eve
do prioritize
ovement. Th
, that is a pro
, but it is the
e is a handsh
ng a visibility
ou have prio
ey are fairly b
matter, they
ere are too m
has a priorit
on the basis
s, when you
ything and Er
, and especia
M thing.
e is a lot of fo
e does not ha
ame priority
should how
. Sometimes
e.
s. They evalu
fic segments
onsists of 5 a
now doubt.
rm of tools w
is easy to us
is account he
erybody have
e opportunit
hey have one
oblem in itse
e KAM who o
ake on follow
y system
oritized list o
bad in priorit
shoot at eve
many key dea
tized list. The
s of how mu
identify an o
ricsson has o
ally now with
ocus on prio
ave a tool fo
y.
ever be bett
they put too
uate the mar
s, always loo
and there ar
You can see
we don’t nee
se and a goo
e feels it is q
e their own l
ies. There is
e list of key d
elf. They are
owns this and
wing a oppo
of opportunit
tizing opport
erything.
als, and the l
ey assign peo
ch service th
opportunity,
often done th
h key deals a
ritization
or prioritizati
ter at prioriti
o much effor
rkets and do
oking for poss
re not put mo
e it in SMIS
d anything n
d tool end‐to
uite good up
ist, but key d
a change in
deals and eve
not having a
d therefor th
rtunity. But t
ties?
tunities. The
list is far from
ople to the d
he opportuni
you have to
his.
and that can
on. She know
izing opportu
rt into small
a lot of strat
sibilities.
ore on jet.
news.
o‐end, there
pdated
deals are the
behavior an
eryone can s
a clear system
hey won’t co
then it is just
ey are not foc
m clear.
different opp
ities should h
qualify it, bu
be seen by a
ws what to f
unities. They
accounts. Th
tegic plannin
e is missing a
e sharing imp
d that is a gr
ee them. Tha
m no. So far
me in the sy
t an opportu
cusing on the
ortunity. The
have.
ut it is easy t
a lot of peop
ollow. All op
y are treating
hey treat all c
ng. They are f
n attitude to
portant list.
reat
at is new
the only pla
ystem before
unity. But the
e big ones th
e prioritizing
to go after
ple. Key deals
pportunities
g all opportu
customers th
focusing on
o keep it upd
143
ce is
e
ere is
hat
g is
s is a
have
nities
he
dated.
How
• The
in, go
Is the
• Mo
produ
there
becom
•Only
• The
than
• The
Are t
•The
do a
• The
• Not
struct
pract
little
feels
enou
•Yes,
• He
drive
need
wher
often
need
do you prio
ey have suffe
old, silver, pla
ere an overa
ore and more
ucts but also
e is stuff they
ming even b
y SMIS
eoretically SM
that there is
ere is no ove
here market
ey do the ma
lot from the
ey help to show
t a lot. Mark
ture is his is
tice. Is there
bit better, n
they can giv
gh in RLAM
, we often ha
does not wo
r, there is m
to have a m
re they shoul
n see market
, they should
ritize opport
ered a lot on
atinum ect. T
ll prioritizat
e focus is on
o services. Th
y are not goo
roader. So th
MIS you shou
s the key dea
erall tool for o
t/business in
rket analyse
knowledge t
w where we n
ket/business
not able to d
getting bett
ot much. It i
ve a lot of inp
so they hav
ave commun
ork with mar
issing a link.
marketing uni
ld be listenin
ing trying to
d listen much
tunities?
prioritizatio
This decides
ion list of op
prioritizatio
hey want to s
od at, they b
hat question
uld be able t
al list, which
opportunity
ntelligence p
s them self,
they have th
need to go. Th
intelligence
drag on it. Th
ter cooperat
s probably b
put, but a lot
e to do a lot
nication with
rketing. Mark
Marketing i
t that can m
ng more to w
sell new Eri
h more to th
on, what they
how much E
pportunities
n. Overall th
sell products
uy companie
ns the focus.
to pull out a
is a matrix o
leads
people availa
they look at
hem self on t
here is close c
is in his min
hey do 95% o
tion between
better than b
t of the time
them self
h marketing a
keting and sa
s much more
market produ
what custome
csson invent
heir problem
y have done
EP they can g
for Ericsson
hey like to do
s but also be
es that are. W
list, but the
of deals and t
able to suppo
what marke
the market
cooperation
d very impor
of that work
n sale, mark
before. As he
the marketi
and they pro
ale in Ericsso
e product or
cts. But mar
ers look for,
tions which h
s.
in EP is to ra
get
n?
o everything,
a consulting
With the vert
quality is ver
then with 10
ort you with a
eting have of
with market
rtant in his m
themselves
eting and EP
has work in
ng departme
ovide what I n
on does not h
iented which
keting is mis
and then co
he don’t see
ank the oper
, a lot of diffe
g company. W
ticals they ar
ry poor. Oth
0 most impor
analyses?
f report, but
ting.
mind, but as
within the
P. It is becom
marketing h
ent is not big
need
have the sam
h is fine. You
ssing a dimen
me to KAM.
the custome
144
rators
erent
When
re
er
rtant
they
the
ming a
he
g
me
u
nsion
He
ers
They
is a la
Is the
• Yes
strate
•The
piece
• Yes
•Yes
are a
• Yes
doesn
custo
know
• The
They
way t
Is the
• The
some
• The
of do
They
• The
peop
unit a
don’t
It is t
It is s
don’t help m
ack of interfa
ere a clear de
s on global le
egy tools in E
ere is a good
es if it should
s, he feels th
we make su
ligned.
s I feel we ar
n’t mean we
omer needs.
w.
ey define the
are working
to follow, sh
ere a tool for
ere is an offic
e simple tool
e right proce
oing it in the
have the ch
ey have the p
le in sales ne
and the KAM
t care, becau
he sales cult
till the KAMs
marketing an
ace.
efined segm
evel, but how
Ericsson, but
level of info
d mean some
at he have a
ure our numb
e good at ma
e follow then
Are the KAM
e segment th
g ad‐hoc and
e tries to ma
r making go/
cial SDP but
s that calcul
esses for SDP
US, but it is d
eck list, but t
process and
eed their tar
Ms do not see
use it is not t
ture.
s that take th
nd that is also
ment strategy
w that is sync
t I don’t feel
rmation on s
ething for him
very clear v
bers follow th
aking a clear
that well, at
Ms aligned w
hey want to l
her manage
ake sure her
/no go decis
it is way too
ate the price
P making is th
discipline an
they don’t fi
criteria for S
gets to be m
e the costs th
heir budget.
he decisions
o a problem,
y?
c. On local le
strategy alw
strategy. He
m. It is too co
view of wher
he benchma
r strategy of
t the end of
with the over
look in to the
er keep chan
team has a c
sions on opp
o complex. It
es for the pro
here but the
nd culture tha
ll it and it is
SDP decision
met, they will
hat are gene
.
, and he doe
evel I don’t n
ways reach ou
thinks the st
orporate
e he needs t
arking. Custo
what should
the day we s
rall strategy?
em self, afte
ging directio
clear directio
ortunities?
should be m
ojects.
y are not fol
at needs to b
just not chec
but they are
do anything
rated in con
s not know w
ow, but ther
ut to those w
trategy need
o be
mer and com
d be sold in t
still have to s
? It is differe
r that she m
on so she don
on to follow
much simpler
lowed. They
be addressed
cked and foll
e not saying
g to meet the
nection with
why. Maybe
re are a lot o
who need it.
d to be cut in
mpany strate
he future, bu
sell what the
ent. He does
makes the stra
n’t have a cle
r. There shou
y have a grea
d in RLAM.
lowed
no enough.
em. The cust
h sales. And t
145
there
of
nto
egy
ut it
e
not
ategy
ear
uld be
t way
If
tomer
they
• The
the S
But to
oppo
meet
• The
In Eri
The t
the c
stand
•The
have
help.
• The
•I str
bette
The c
cultu
numb
alloca
• No,
makin
clear
and s
chasi
their
make
Has t
• In g
fact,
ere is a tool f
DP processe
oo many opp
ortunities is g
ting. More an
e qualificatio
csson the de
tools for sele
hecklists. Th
dard process
ere is a list on
some leads
But direct to
e no go decis
rongly believ
er criteria’s fo
criteria’s is o
re to so no t
ber of cases
ated from th
, a guy from
ng these dec
way of doin
selecting the
ng too many
own produc
e him sale th
the change le
general, the
he thinks tha
for SDP what
es.
portunities a
go. It is a cult
nd more the
on meeting o
efault decisio
ecting opport
ey don’t hav
es are not do
n prioritizatio
but they wo
ool no.
sions do not
ve we have o
or taking the
k, how to us
the first time
we should sa
he customer,
Sweden just
cisions from
g that. Are y
e opportuniti
y opportunit
ct, different d
eir product.
ed at more w
change has i
at those who
t should be i
are followed.
tural thing ex
y have to pri
often is a kick
on is yes, in o
tunities are t
ve enough tim
one, it is nat
on on custom
uld like mor
exists
pportunity t
e decisions
e?? It’s perh
e we have the
ay no. The cr
strategic bu
t mentioned
June. To day
you pursuing
ies? No we ies. Because
department
work than no
implied more
o cannot ada
nput and ou
. They have a
x. SDP1 is mo
ioritize and s
k off meeting
other consul
there, but th
me. They run
tural.
mers which h
e specific too
to improve h
haps a contro
e opportunit
riteria’s are:
usiness or no
the same an
y you follow
g to many op
are not good
we have a b
makes differ
ormal?
e work for p
apt will not b
utcome. It is t
a hard time s
ore a coffee
say no.
g.
ting compan
ey are not u
n from meet
helps a lot on
ols, they do
ere. Need to
ol issue, we n
ty. We need
: Probability
ot and bottom
nd promised
your good se
pportunities
d at prioritizi
big portfolio,
rent product
eople. He do
be there for t
the sales pro
saying no, by
gathering an
ny, the defau
sing them, t
ing to meeti
n taking the d
prioritize cus
o use SDP1 m
never give up
to be better
to competiv
m line (profit
there would
ense, we nee
or are you g
ng and selec
everybody i
ts and they a
oes not see a
too much lon
ocess that de
y default all
nd kick off
ult answer is
hey are not
ing, to follow
decision. The
stomers whi
more and use
p. It is agains
r at this in a
veness, budg
t or not)
d be a matrix
ed to have a
good prioritiz
cting. They a
is trying to sa
all call him to
an end to it.
nger.
146
efines
no.
using
wing
ey
ch
e
st our
et
x for
more
zing
re
ale
o
In
• The
work
Much
chang
They
It is a
• The
as go
They
• The
comp
There
in peo
• The
becau
defin
•It ha
more
used
Whic
• The
is diff
• In t
gettin
• Wo
• He
alway
they
just a
•yes
• He
on no
e workload h
.
h focus is giv
ge, so worklo
are trying to
also high bec
e workload h
ood as selling
have lost so
e change has
plaining. Muc
e is much mo
ople when th
e workload h
use they lost
itely someth
as brought m
e because the
to the work
h means mo
e workload h
ficult and cre
the beginnin
ng tired.
orkload has i
has always w
ys a lot of wo
have deadlin
a feeling.
crazy
thinks peop
ormal routin
has gone up a
ven to the act
oad has gone
o overcome t
ause they ha
has increased
g base station
ome capabilit
s definitely b
ch much mo
ore responsi
he transition
has increased
t many peop
hing that nee
more work, g
ey lack tools
load. They h
ore work
has increased
eates a lot of
g, she worke
ncreased a lo
worked a lot
ork in this bu
nes for propo
le are busier
es and know
a lot. People
tual job but
e up a lot.
this through
ave to start w
d during the
ns as they w
ties until the
brought much
re and they
bility on eac
n was done.
d much durin
le. But he de
eds to be add
generally, but
and process
ave lost som
d. Trying to w
f work.
ed a lot. Dou
ot.
. He doesn’t
usiness and it
osals. He doe
r now. There
w knowledge
e are trying to
at the same
optimizatio
working with
change, and
ere before.
ey get used to
h more work
are putting m
h job now, a
ng the chang
efinitely thin
dressed. Peo
t specifically
ses. Or the la
me capabilitie
work toward
uble as much
t know with o
t is a busines
es not think
e are new pro
have a diffe
o find thems
time they ha
n and impro
h other depa
d the output
o the change
k to everyone
many more h
at the same t
ge. For the w
ks they are w
ople are not h
y in the begin
ack thereof b
es until they
ds the vision
as she used
other people
ss where peo
there is mor
ocesses peop
erent spread.
selves and th
ave to think
vements.
rtments.
has decrease
e and this me
e in the team
hours into it.
ime there w
whole departm
working mor
happy about
nning. They h
brings ineffic
get used to t
but still runn
to. Not anym
e. In general
ople a used t
re work in ge
ple have to w
. People are
hat creates m
about the
ed. They are
eans more w
m. People are
.
was a big redu
ment. It is al
re now. That
t it.
have to work
ciency. Peopl
the change.
ning the com
more, she is
he thinks th
to work a lot
eneral, but it
work with on
still confuse
147
more
e not
work
e
uction
so
is
k
e get
mpany
ere is
t as
is
n top
d.
What
• Peo
peop
• Thi
holid
•The
• Peo
still d
How
• Wo
also n
• He
• He
done
with
on th
•He h
•He d
• He
• He
reach
Is the
• He
the c
motiv
creat
• He’
but h
t do people t
ople are com
le.
s work come
ay in Brazil,
ey are used to
ople complai
develop towa
long time do
orkload will h
need to defin
does not see
don’t know
. But he thin
different dep
he results.
hopes it will
don’t see it c
don’t know
does not kn
h the top jet.
ere resistanc
does not thi
hange for to
vation. It wa
ted during th
’s not sure it
he thinks that
think of that
mplaining a lo
es on top on
but not in M
o it
in about the
ards the visio
o you think t
hopefully dec
ne what they
e any change
how long tim
nks things wi
partments. A
not continue
coming down
how long tim
ow how long
.
ce to the cha
ink there is m
oo long witho
s a shame Er
he actual tran
t is a strong r
t many peop
t? Do they a
ot about the
the daily rou
Mexico.
workload. T
on, but they
the hard wo
cline steadily
y should not
e in future, u
me it will be,
ll be better w
Also, they sh
e, but he wo
n
me before th
g time it will
ange?
much resista
out anything
ricsson did n
nsition, and f
resistance, ju
ple understan
ccept it?
work load. H
utines. There
They say that
have no tim
ork pressure
y when they
be doing. So
unless they s
, probably a y
when differe
ould have m
ould like to se
hey are done
go before it
nce towards
has happen
ot take adva
followed init
ust people no
nd that they
He believes t
e are a lot of
t they need t
e to do it.
will continu
become bet
ome work is
tart prioritiz
year or more
ent gaps have
more clear ro
ee a plan.
e, he read an
will decreas
s the change,
ed. Therefor
antage of anx
tiated the tra
ot buying in.
need to cha
hat they hav
f complaints.
to do their da
e?
tter at the ne
probably un
ing.
e until the tr
e been close
les. But in ge
article that s
se, he don’t t
, people hav
re they have
xiety in peop
ansformation
People are j
nge.
ve too many
. Sometimes
aily routines
ew roles. The
nnecessary.
ransformatio
d, e.g. interf
eneral, it de
said 5‐7 yea
think they ha
ve heard abo
lost a lot of
ple that was
n as well.
just not help
148
it is
s and
ey
on is
faced
pends
rs.
ave
ut
ping,
• The
He do
organ
• The
Not e
• The
But it
thing
confr
• Som
know
•No o
• yes
• The
that i
• The
anyth
exam
• He
• No
Do yo
•He h
opera
accep
resist
• Ma
they
work
Are t
ere has been
oes not know
nization.
ere is a lot of
even at the t
ey still see re
t is part of th
gs happen, in
ronted when
me but in ge
w if managem
one says in t
s
ere is resista
is not where
e resistance
hing else cha
mples lack.
thinks peop
, cause leade
ou think man
has seen a go
ations. Some
pt the chang
tances thoug
anagement in
are not show
.
hose resistin
n a fair amou
w who is resi
f resistance t
op there is a
esistance and
he process. .
nstead of wo
n they resist.
neral, he doe
ment see eve
the open tha
nce, but it is
they want t
is there beca
anging. They
le agree on t
ers don’t kno
nagement h
ood spirit fro
e people are
e, even thou
gh
n her depart
wing the way
ng the chang
unt of resista
sting. He thi
towards the
a 100 % buy i
d that people
Middle man
rking toward
esn’t think p
entual transfo
at the change
s not that mu
o be
ause they do
lack good ex
the transform
ow what is g
ere knows w
om the begin
resisting, bu
ugh they are
ment doesn’
y. Top manag
ge confronte
ance towards
inks it is quit
change. It is
in.
e were a lot
nagement is q
ds it. He does
people are re
ormation.
e sucks.
uch. They ne
on’t know wh
xamples. The
mation. Ther
oing on
who is resisti
nning from m
ut the majori
affected the
’t know wha
gement is sh
ed?
s the change
e equally sp
s natural.
more comfo
questioning
s not see tha
esisting the t
ed to work o
hat to do. Als
e training ha
re is some re
ing the chan
management
ity is coopera
e most. There
at is going on
howing the w
.
read out thro
ortable with t
and they are
at middle ma
ransformatio
on the short
so because h
s been there
esistance, bu
nge?
t. But it is mo
ating. EP and
e are some g
. Manageme
way, but after
ough the
their old role
e waiting to s
anagement is
on. He does
term stuff, b
he does not s
e, but the
t it will take
ost EP and
d operation
geographic
ent is residen
r that it does
149
es.
see
s
not
but
see
time.
nt
sn’t
• He
good
• The
with
• Peo
chang
• No
•He h
enou
• Peo
with t
• Peo
them
confr
• The
Do yo
who
• Gen
they
• Eve
level,
Do yo
• The
mana
quick
• For
quick
• It w
time.
thinks so, bu
people
ey have talke
people and c
ople are not
ge as well.
and middle
has seen tha
gh.
ople are not
them.
ople remaini
m if he sees th
ronted.
ey are not co
ou think the
wanted it?
nerally it is v
have got mu
erybody shou
, so some de
ou think the
e pace has be
agement dec
k wins.
r him the cha
kly. But on th
was a big tran
It is taking t
ut they can b
ed about wh
culture. They
confronted d
managemen
at managers
confronted.
ng passive o
hem not help
onfronting pe
change is so
very different
uch more wo
uld be aware
epartment do
change is ha
een slow and
cision on the
ange is too s
he other han
nsition, very
time because
be afraid of c
y they chang
y have focus
directly, bec
nt is also wai
have talked
Managers a
or resisting ar
ping the tran
eople who ar
omething mo
t whether pe
ork for the sa
e of the trans
on’t really wo
appening to
d fast in diffe
vision and s
low. Sometim
d, it is a very
fast, well do
e of people,
confronting p
ge and repea
ed on repea
cause their m
iting for a ch
to people w
are also resis
re probably
nsformation.
re doing thin
ost people a
eople like th
ame salary, b
sformation,
ork on it
oo fast or too
erent segme
setting the n
mes it is bett
y big organiz
one, but now
processes an
people becau
ated it. They
ting the chan
managers are
ange
ho were resi
ting and in g
not confront
But in gene
ngs wrong, so
are agreeing
e change or
but overall it
but not all d
o slow?
nts. What w
ew organizat
ter to hit har
ation.
w, the transfo
nd etc.. EP ex
use they are
have not wo
nge.
probably re
isting, but pr
general, noth
ted. He tries
ral he does n
o in general
on or is it ju
not. Some a
is positive.
epartment a
as fast was t
tion on pape
rd, break it u
ormation is t
xpected the
scared of lo
orked that m
esisting the
robably not
hing is happe
to talk to wi
not think the
no
ust a few peo
re not happy
are on the sa
the top
er and identi
up, and built
taking very lo
transformat
150
oosing
much
ening
ith
ey are
ople
y,
ame
fying
it up
ong
tion
to tak
chang
• The
The t
•In th
• Wh
but if
But o
• He
behin
faste
He do
•It w
• In t
didn’
• It is
into t
In ge
•The
plan a
celeb
This i
anyw
There
• He
more
• The
He th
Extra
ke 12 month
ge the engin
e transforma
transformatio
he beginning
hen she look
f you only loo
other departm
knows it is a
nd the plans.
r, but it is dif
on’t want to
was an overni
the beginnin
t agree shou
s slow. In the
the future, n
neral what d
e communica
and it should
brated.
s a big chang
where. They n
e is a lot of fr
thinks it is v
e the right pe
e change wil
hinks the tran
a comments
h, but we are
e of a plane
ation is going
on is not cha
g the transiti
s at the work
ok at the tra
ments need
a big change
. He thinks to
fficult to brin
be in the co
ight change,
g the change
uld leave
e beginning,
ow it is too s
do you think
ation and exe
d be commu
ge, maybe 6
need to celeb
rustration, b
ery much re
eople are nee
l create a be
nsformation
e now coming
that is flying
g too slow. T
anging as fas
on was very
k load they h
nsformation
to follow alo
but he think
op managem
ng it down he
mfort zone a
it is difficult
e was too fas
the transitio
slow.
k of the trans
ecution shou
nicated. The
years, and p
brate the sm
ecause of m
lated to havi
eded.
tter coopera
is good in ge
g to 12 mont
g, instead of
he initial cha
st as it could
fast, now it
have done at
n they have n
ong, some a
ks that it is b
ment is worki
ere.
and say ok fi
t to me say a
st but now it
on was too q
sformation?
uld be improv
ere should be
people will ge
mall wins.
missing tools a
ing the right
ation betwee
eneral, and t
th but we ar
bringing it d
ange, the tra
be
is too slow b
t the same ti
not reach a lo
getting there
eing execute
ing hard tow
ne, it could b
s I’m outside
t is too slow.
uick, but acc
?
ved a lot. Th
e milestones
et tired if the
at the mome
people. Pro
en marketing
that it is the
e not nearly
own to chan
nsition, that
because noth
me they hav
ot, it should
e.
ed a bit slow
wards making
be faster. It s
e the change
In the begin
cording to th
ere should b
and they sh
ey don’t feel
ent.
cess are clea
g and sales.
right thing to
there. They
nge the engin
t fast very fas
hing is happe
ve achieved a
be done fast
. They are a
g the change
should be fa
e
nning, people
he overall cha
be prepared
hould be
l they get
ar, but much
o do.
151
try to
ne
st.
ening.
a lot,
ter.
lot
go
ster.
e who
ange
a
• Peo
suffic
• She
from
In RLA
many
stuck
When
then
• The
and p
of im
He sp
Ericss
contr
• Wh
the c
ople don’t us
cient
e has influen
corporate h
AM there ar
y years. And
k in old Ericss
n you extern
you look int
ey have not b
plan the actu
plementatio
pend 90% of
son, not imp
ribute there
hen KAMs ar
ustomers. It
se e.g. SMIS
nce on Ericsso
eadquarters
e no new pe
when new p
son way of d
nally look at E
ernal and no
been good a
ual implemen
on.
his day on re
rove the gen
unless every
e ready to sh
is difficult w
because the
on strategy.
s.
ople in mana
people are ta
oing it.
Ericsson you
othing is hap
t aligning the
ntation. They
eacting and
neral fluffy si
ybody had th
hare the clie
with those wh
ey don’t get a
Or at least in
agement. Th
aken in, they
can see so m
pening then
e vision from
y lack a plan
10% on impr
ituation for E
he same miss
nts it is poss
ho are not.
anything in r
n realizing it,
hey are all old
often leave
much potent
you get dem
m the top and
of how to ge
roving his ow
Ericsson, bec
sion
ible to have
eturn. The in
, because the
d and have b
because eve
tial which mo
motivated.
d through th
et it actually
wn departme
cause I’m not
several peop
ncentive is n
e strategy co
been there fo
erything is so
otivate you,
he organizati
done and a
ent and not a
t sure I could
ple dealing w
152
ot
omes
or
o
but
on
lack
all of
d
with