INNOVATE & CHANGE MANAGEMENT WOTIF.COM

Executive SummaryThis report majorly highlights the innovation & change management at Wotif.com. The entire report is divided into five parts i.e. Part 1 – Part 5. The report starts with the analysis of organization’s need for innovation. This section of the report talks about the general imperatives of innovation in Tourism Industry, how innovation has changed & the current levels of innovation at Wotif.com.

The second section of the report majorly covers the following aspects such as the vision & strategy for innovation for Wotif.com. This section covers the following issues such as the components of vision & the difference amongst the innovation & corporate strategy.  The third section of the report covers the context, competencies & culture of innovation in the organization. This portion covers the necessity of innovation, aspect which the organization supports & the crucial factors which support innovation. The fourth part of the report keeps in mind the following aspects such as learning of innovation, avenues for learning and continuous innovation & change.

The last part of the report takes into consideration the potential change management issues. The five main issues which might arise would be potential change process, overall change process, barriers and enablers to change, internal and external communication & leadership agent roles.

1. IntroductionWotif.com refers to one of the leading websites which provides its visitors or customers a different service. The major service offered by this organization is to give reservation for one of the leading hotels of Australia, New Zealand, Canada, UK, Singapore etc at reasonable prices.

Wotif.com has been registered on the Australian Exchange in the year 2006. Wotif.com comes under top 15,000 websites over the internet. As compared to many travel related sites, this organization helps its visitors to book hotels for the next 3 months. The founder of this website i.e. Graeme Wood has been referred to as the CEO of the company.

1. Body

2.1 Part 1: The organization’s need for innovation

2.1.1 General imperatives of innovation in Tourism Industry

Innovation has been referred to as one of the crucial success factors for any of the industries. This helps the organization in order to maintain its position in the market. Innovation would help in order to improve its existing products which would help Wotif.com to attain sustainable competitive advantage over its competitors (Paul, 2011).

In case of the tourism industry, innovation would play one of the most important roles by accumulating all new ideas; provide better services to its customers. This would help in order to upgrade the value chain of the tourism industry as well as adopting various patterns which would help in order to encourage the various marketing strategies. In case of tourism as well as hospitality sector, innovation plays one of the most important roles as; this industry has been referred to as one of the most dynamic & an ever changing process (Shapiro, 2007).Changes in the patterns of the tourism industry, has been defined as one of the sectors which could be segmented as per the requirements of its customers. This is also known as new tourism whereas on the hand, old tourism has been referred to as the type of tourism which mainly takes into consideration factors such as demographics, work patterns, lifestyles, etc. The most recent change in case of this industry has been in terms of the requirements of the tourists. With an increase in the levels of complexity, the requirements of the tourists have been increasing day by day (Shapiro, 2007). This has led to an increase in the levels of tailor made experiences.

Some of the imperatives in case of the Tourism Industry could be discussed keeping mind the various factors such as:

Þ    Change in the patterns of the tourists

As defined above that, new tourism refers to the type of tourism where in one of the sectors which could be segmented as per the requirements of its customers. The needs of the customers could be customized based upon the needs of the same. On the other hand, old tourism has been referred to as the type of tourism which mainly takes into consideration factors such as demographics, work patterns, lifestyles, etc.

The major changes in case of the tourism industry would come into place with the change in the overall market place of the industry. These days, the tourism industry or sector could be seen in a much effective or efficient manner. With an increase in the overall complexity of the industry, the requirements of the customers has been changing & expanding day by day.

Þ    Overall change in the structure of the tourism industry:

This industry has been talked about as one of the industries which has been constantly changing & is quite dynamic in nature. The tourism industry has been regarded as one of the industries which are dominating the other Small & Medium Enterprises in the country. In order to be at the top, the tourism industry specifically the small enterprises should try to be more competitive as compared to the large firms (Shapiro, 2007). The tourism sector shall try to attain economies of scale as well as gain certain levels of power which would help in order to increase the effectiveness & efficiency of the same. Reduction in the cost of transactions & increase in the overall output would help in order to play a fair game with its competitors.

Restructuring in case of the tourism sector would help in order to become diverse in its industry type. The two major forms with which the organization would be able to diverse themselves would be Horizontal & Vertical. Various products, services as well as marketing strategies should be formulated which would help in order to innovate its products as compared to its direct competitors. One of the examples which would help in order to seek how the companies attain a competitive advantage would be through a merger of all the big travel operators. This would help in order to raise the purchasing power as well as invest to innovate the products being offered to its ultimate customers (Albert, 2007).The various new opportunities in case of the same such as change in the technologies being used; various policies, regulatory bodies, liberalization as well as expansion of the entire industry would be quite helpful to practice the innovation process (Albert, 2007). Attaining economies of scale as well as widening the scope of operations would act as one of the main forces which would help to restructure the entire innovation process.

Þ    Encourage new services as well as products which would help in order to attain competitive advantage:

The tourism industry should be encouraged to promote various products or service which would be distinct as compared to its competitors. The different products or services being offered by the organization should be quite specific as well as distinct in nature. This would help in order to increase the overall effectiveness as well as the efficiency of the same.

The major challenge for any of the company would be to introduce different variants of the products or services which would help in order increase the overall output of the organization. Introducing the various products & services would help in order to increase the attractiveness of the industry as compared to its competitors. The expanded or upgraded portfolio of the products in case of Wotif.com would help in order to minimize the risk. In order to minimize the risk of the organization, wide range of products in the organization would help in order to diversify the needs of the consumers (Albert, 2007).

More number of products or services in the organization would lead to an increase in the level of innovation. This would help in order to create new experiences for the tourists & increase the revenues from the same. Tourism industry refers to the type of industry which employee’s people from varied background (Shapiro, 2007).

Environmental issues have been one of the major issues & have led to an increase in the overall consumer awareness. This has also led to an increase in the levels of the environmental performance of the same. Some of the areas where in, innovation would be done would be in case of the niche markets i.e. adventure tourism, etc. Rise in the cultural tourism would also lead to an increase in the innovations all across the industry. This would also lead to an increase in the levels of services offered; innovations offered & diversify amongst the various cultures, etc.

2.1.2        How innovation has changed

Innovation has played one of the most crucial aspects in case of any organization. This would help in order to have a sustainable competitive advantage as compared to the other enterprises in the same industry.

Innovation would help in order to improve the overall performance as well effectiveness of the organization. Tourism industry has been referred to as one of the most dynamic as well as an ever changing industry. Proactive innovation strategies should be taken into consideration by the same which would help in order to change the entire structure (Stefan, 2010). The tourism industry has adopted various upgraded technologies within the organization. This has helped the tourism industry to adopt the various new business models as compared to its conventional business models.With the help of information technology, communication as well as many other new technologies has helped the tourism industry to add value amongst the various products & services being offered. The information technology which has been used would help in order to develop as well as support the networks, clusters applicable. This would also help in order to cover value chain for the tourism industry as well as display the entire process along with the various services offered by the same (Albert, 2007).

With the adoption of the most advanced technology in the tourism industry, the entire look or the industry has been changed. This has helped the various parties who are involved in the tourism sector such as the travel agents, dealers, organizers, booking center, etc. With the use of ICT, up to date performance of the tourism sector would act quite helpful by giving details of prices, tickets, volume of sales, services offered, etc (Paul, 2011).

With the implementation of ICT, the tourism industry have also been broadcasting direct communication amongst the producers, customers & various other intermediaries involved in the same. With the help of ICT, various innovations as well as restructuring strategies have been used in the entire tourism industry.

The visitors or the ultimate consumers are quite familiar with the various technologies which are being used; therefore, use of ICT has played a very important role in the up gradation of the tourism industry. ICT has helped the entire industry in order to have flexible & products which are easily accessible & would be able to be communicated amongst the potential customers. Hence, the tourism industry being one of the most dynamic industries should opt various innovative strategies which would help in order to over perform the procedures (Paul, 2011). The ICT would help in order to provide advantages which would help in order to restructure the entire process. The internet technology would be able to provide one on one communication with its customers.

Use of ever changing technology has been used by the tourism industry has helped in order to enhance the effectiveness as well as the efficiency of the organization. With the implementation of ICT, the levels of sales have been increased. With the help of ICT, reductions in the cost of different products & services offered by the organization could be practiced. Internet acts as one of the major tool which would provide its customers with an updated pal of action for the same (Paul, 2011).

Improvements in innovation would help in order to push the firm as well as adopt various proactive measures which would help the industry to grow with an increase in the levels of economic growth. Positive attitude shall be adopted this would help in order to provide its customers with the best of the technology & help to grow.Þ    Improvements in the innovation system would be required in the tourism industry. Proper training of the staff members along with agents, booking operators should be provided. This would help in order to restructure the overall tourism industry.

Þ    The incentive system should be improved. This would help the employees as well as the people or the intermediaries involved to get motivated & work for the same. Constructive conditions should be formulated by the tourism industry which would help in order to encourage the output or the outcomes of the entire industry (Shapiro, 2007).

Þ    Proper coherence should be maintained in the tourism industry. This means that, fair linkage could be maintained amongst the society & the intermediaries involved.

Þ    Proper innovation should be encouraged amongst the tourism industry which would help in order to mobilize the population at large.

2.1.3        Current levels of innovation at Wotif.com

Innovation has been referred to as one of the crucial success factors for any of the industries. This helps the organization in order to maintain its position in the market. Innovation would help in order to improve its existing products which would help Wotif.com to attain sustainable competitive advantage over its competitors.

The following current levels of innovation have been used at Wotif.com. They are discussed as under:

Þ    The first current level innovation which has been used at Wotif.com refers to the different types of strategic weapons which would be quite helpful to launch various services, innovations amongst the services offered, etc (Shapiro, 2007).

Þ    The innovation strategies currently used at Wotif.com are quite new & focus upon the new market by making minute changes in the already present services (Shapiro, 2007).

Þ    The innovations used at Wotif.com are intangible in nature. Therefore, fair measurement or monitoring of the innovative strategies could not be done. The major success factor involved in these strategies help to provide key success as the new services provided entirely depends upon the perception of the consumers.

Þ    The different current level innovation strategies used at Wotif.com would help in order to interact as well as shape the effectiveness of the organization (Stefan, 2010).

Þ    In order to achieve success in the years to come, the innovative strategies are limited to certain extent. The managers of the Wotif.com entirely relies upon speculation, emotions, etc & are quite limited which would help in experiencing success in the entire innovation process.

2.2 Part 2: The organization’s vision & strategy for innovation

2.2.1 Components of vision

The vision statement or strategy refers to a belief of a particular organization. The main components which have been taken into consideration at Wotf.com would be to incorporate the organizational goals. It should also consist of a statement consisting of values, declaration of the outcomes & a component for planning of the strategies in the years to come (Shapiro, 2007).

The vision statement for Wotif.com could be defined as – “To attain sustainable levels of growth along with the establishment of goals to be fulfilled”.2.2.2 Difference between innovation strategy & corporate strategy

There is a difference amongst the innovation & a corporate strategy. The innovation strategy of Wotif.com states that, the organization should attain sustainable competitive advantage as compared to the other enterprises present in the tourism industry (Stefan, 2010).

The corporate strategy of Wotif.com majorly takes into consideration, the organizational goals, mission & vision to be attained by the same in the years to come. The corporate strategy of Wotif.com consists of an overall scope according to which the organization would carry on its activities in the years to come. The scope should be kept in mind which would help the organization to work as a group & accomplish the various goals fixed.

2.3 Part 3: Context, competencies & culture of innovation

2.3.1 Necessity of innovation

Innovation has been referred to as one of the crucial success factors for any of the industries. This helps the organization in order to maintain its position in the market. Innovation would help in order to improve its existing products which would help Wotif.com to attain sustainable competitive advantage over its competitors (Stefan, 2010).

The necessity of innovation could be seen in the tourism industry due to the following reasons. The reason could be clubbed under the following sub headings such as Market, people, external forces as well as financials of the same.

Market

Þ    The first reason as to why innovation should be practiced is to maintain a competitive position in the tourism industry.

Þ    To sustain in the most effective as well as competitive environment.

Þ    To improve the overall functioning of the tourism industry.

Þ    To defend the overall market share of the tourism industry.

Þ    To possess sustainable competitive advantage amongst its competitors.

Þ    Reposition the tourism industry as well as up lift the entire market share.

Þ    To widen it scope of improvement, different avenues as well as have a limited potential.

Þ    Uplift the position in the market.

External Forces

Þ    To subsidize the level of competition

Þ    To rely upon the various rules & regulations stated by the legislation.

Þ    Influence the competitors by taking into consideration the various marketing strategies by the company i.e. Wotif.com.

People

Þ    To attract more number of staff & people as compared to its competitors.

Þ    Retain high range of people form varied backgrounds

Þ    Kindle the members of the staff by providing them with the most challenging g work.

Þ    Encourage the people working in the organization to accept the work load

Þ    To practice high levels of stability within the organization

Þ    Maintain healthy relations with the alliance or partners

Financials

Þ    To increase the levels of the shareholder’s returns

Þ    Increase productivity

Þ    Increase the levels of margins

Þ    To pursue high levels of funding

 2.3.2 Aspect which the organization currently support

One of the major aspects which the organization i.e. Wotif.com currently supports refers to the environmental factors. The external factors which should be kept in mind by the organization would be to subsidize the level of competition, to rely upon the various rules & regulations stated by the legislation and influence the competitors by taking into consideration the various marketing strategies by the company i.e. Wotif.com (Stefan, 2010).

2.3.3 Crucial factor which supports innovation

Crucial factors which would support innovation would refer to the high levels of competition prevalent in the tourism industry. Environmental factors would play one of the most important roles to support innovation.

2.4 Part 4: Learning for innovation

2.4.1 Avenues for learning

Various learning could be done with the help of adopting the innovation strategies they could be termed as under. The avenues learnt would be to attract more number of staff & people as compared to its competitors, retain high range of people form varied backgrounds (Stefan, 2010), Kindle the members of the staff by providing them with the most challenging work, and encourage the people working in the organization to accept the work load, to practice high levels of stability within the organization as well as maintain healthy relations with the alliance or partners.

2.4.2 Continuous innovate & change

Continuous innovation & change should be practiced within the organization as it would help Wotif.com to compete with its competitors available in the tourism industry. As mentioned above that, tourism refers to one of the most dynamic industry therefore; innovation would play one of the most important roles at Wotif.com (Paul, 2011).

2.5 Part 5: Potential change management issues

2.5.1 Potential change process

Bolman & Deal’s 4 frame Model:

The Bolman & Deal’s 4 frame Model for change management would help the Wilder’s Departmental Store in order to learn as well as implement the four major frames in the organizational structure (Paul, 2011). The four major structures which would be covered under this framework would help the enterprise in order to implement one of the methodological approaches which would help them in order to adopt leadership & development approaches.

The four major frames covered under the Bolman & Deal’s 4 frame Model are as follows:

Þ    Structural Frame

Þ    The Human Resource Frame

Þ    The Political Frame

Þ    The Symbolic Frame

Þ    The Structural Frame:

The first framework under the Bolman & Deal’s 4 frame model refers to the structural frame. This framework highlights the various structural aspects of the wilder’s Departmental Store. The structural framework would help in order to achieve all the possible goals & objectives of the organization (Paul, 2011). With the help of the structural framework, division of labor, coordination amongst the employees, enhanced efficiency & effectiveness would help the departmental store to achieve all its targets. The major criteria to be considered into the structural framework would be to achieve the goals & the overall objectives of the organization.

Þ    The Human Resource Frame

The second framework covered under the Bolman & Deal’s 4 frame model refers to the human resource frame. Under the human resource frame, the following aspect would be kept in mind such as behavior, energy, attitude, skills, etc. This resource frame would help the departmental store in order to take away all the credit which would help in order to increase the attitudes, experiences, awards, etc (Litwin, 2011). This would help in order to encourage the talent of the people as well as energize their behavior as well as attitudes. The human resource framework would help in order to assume the following things such as serve the organization serve the needs of the permanent or potential customers as well as gather the various opportunities (Litwin, 2011).

Þ    The Political Frame

The third type of framework under the Bolman & Deal’s 4 frame model would be the political frame. It would help in order to accept as well as adopt power & conflict in the organization. This framework would help the organization i.e. Wotif.com to take into consideration the following aspects such as beliefs, information (Litwin, 2011), values, interests & perceptions of reality. The most crucial decision would be involved in order to allocate resources, conflict amongst the central role of the enterprise, negotiate as well as searching for the position amongst the various stakeholders (Kim, Petersen & Julie, 2011).

Based upon the framework of Bolan & Deal, the political frame would focus majorly upon the strategy as well as the various tactics which should be taken into consideration. Another aspect which has been taken into consideration refers to the role of power.

Þ    The Symbolic Frame

The last type of framework which is under the Bolman & Deal’s 4 frame model refers to the symbolic frame. The symbolic frame would take into consideration the various symbols which would help in order to act more powerful. This framework would help in order to resolve all the conflicts as well as practice problem solving, face uncertainty, and provide direction (Kim, Petersen & Julie, 2011).

2.5.2 Overall change process:

Barriers in Managing Change

Some of the barriers in managing change which should be kept in mind have been discussed in the following section of report. Some of the barriers or models which should be used in order to practice successful implementation of same are listed as under:

Barriers of Perception:

The first barrier in managing the change refers to Barriers of Perception. Some of the major aspects which should be kept in mind are as under:

Þ    The analysis is quite stereo type in nature. We tend to see what we want to see.

Þ    Some of the major difficulties are attached to the same. Proper analyses of the core issue could not be done (Kim, Petersen & Julie, 2011).

Þ    The scope of the problem is expected to be quite narrow. The issues attached to it is one sided & focuses some of the specific aspects.

Þ    This type of barrier would also lack the ability to take into consideration the problems from all sides (Hoboken, 2005).

Þ    Barriers in the perception would lead to an overload amongst the information provided. This would also lead to a difficulty in differentiating amongst the two types of data i.e. data available & feasible data.

Þ     Barriers in the perception would also lead to misjudgment amongst the data or information available.

Perceptual problems might occur while analyzing the entire situation as well as evaluate the options available. This might create problems as well as lead to a wasteful resource such as time, commitment, etc (Kim, Petersen & Julie, 2011).

Emotional Barriers:

The next barrier attached in managing the entire change process would refer to the emotional barriers. Some of the aspects to be kept in mind in the same would be as under:

Þ    Not using appropriate information in the organization might lead to complex issues or problems. This leads to create contradictory information in the organization which might create problem in the future years to come.

Þ     While working on various projects at the same time, people are not expected to learn much as they are inclined to deliver the results quickly. They feel under pressurized & do not think much regarding the projects under taken (Hoboken, 2005).

Þ     Emotional barrier also take into consideration the generating various ideas which would help in order to create creativity as well as base their ideas on the half cooked information (Hoboken, 2005).

2.5.3 Barriers & enablers to change:

There are mainly two barriers which would create a problem to enable an appropriate change in the organization i.e. Habit &Rebellion. The two barriers have been discussed as follows:

Þ    Habit:

According to one of the famous writers, Habit has been defined as Habit which could not be changed with stipulated time. It is a fact that, we all are creatures of God who posses certain habits either negative or positive. This aspect acts as one of the major barriers to change in the organization. This refers to one of the ways through which various unproductive as well as waste less process could be seen.

Þ    Rebellion

Rebellion refers to the second barrier which could be seen while enabling the change in the enterprise. It should be seen that, the main players in the organization should perform their roles in the best of their manner. This would help in order to act upon the various changes. Rebellion would create negativity in the enterprise which would lead to an unsuccessful change in the organization (Chhetri, 2006).

2.5.4 Internal & External communication:

The internal & external communication would also act as one of the major potential change management issues. The internal as well as external communication would act as a barrier as their might be a possibility that, miscommunication amongst the internal as well as external members of the organization (Chhetri, 2006). In order to adopt any of the change management models within the organization, proper communication should be practiced within the organization which would help to maintain proper or cordial amongst all the members of the enterprise.

2.5.5 Leadership & Change agent roles

The leadership & change agent roles would be accompanied with various misunderstandings, stereotyping, etc. The HR’s or the managers employed in the organization would take up their roles & turn up their executives to take an active part within the change management process of the organization (Annual Meeting, 2010). The HR of the organization would play a significant role which would help to manage the functioning of the enterprise. Managing the people involved in the smooth functioning of the organization would be one of the key role of the change agent &

2.5.6 Project management & measurement requirements

Project management & measurement requirements refer to the last potential barrier which is bound to arise while practicing the change process at Wotif.com (Chhetri, 2006). Though, measurement of the project has been referred to as one of the most effective tool but it also act as a potential barrier. Identification of the problems, effectively as well as efficiently communication amongst the enterprise, practice tradeoffs & justify the decisions could be the different types of problems which might arise in the years to come (Annual Meeting, 2010).

1. Conclusion

Hence, it could be concluded that innovation has been referred to as one of the crucial success factors for any of the industries. This helps the organization in order to maintain its position in the market. Innovation would help in order to improve its existing products which would help Wotif.com to attain sustainable competitive advantage over its competitors (Albert, 2007)

The following aspects discussed above in the report would help the organization to accomplish the innovative & change management process. The potential barriers discussed in the last part of the report shall be taken into consideration while opting for any change management process (Albert, 2007).

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