Learning Activity:

This case study activity is organized as follows:

A. Summary of Corus Case Study

B. Link to Corus Case Study

C. Change Strategy Information Appropriate to this Case Study

A. Summary of Corus Case Study

Corus is one of the worlds leading steel companies. In the past, Corus has been a production-oriented approach. The company felt that by producing and having large quantities of their products readily available to customers, their business would continue to do well. This strategy was not the most efficient, since some products remained for extended periods and some did not sell at all. To make improvements, Corus leaders decided to use a marketing-oriented approach. A company with a marketing-oriented approach focuses on good products as well as addresses the specific needs of its customers. This case study discusses the strategies used by Corus leaders and employees to bring about the change from being a production-oriented company to a marketing-oriented company.

B. Link to Corus Case Study

Developing a stronger customer focus

PDF

pdfCorus-Customer%20Focus.pdf

C. Change Strategy Information Appropriate to this Case

Organization Development (OD) is a values-based, planned change approach, which hopes to achieve and sustain a new desired state that benefits both the organization or community and the world around them. OD was very much a part of the Corus efforts to change.

Action Research is one of many OD change strategies available to change practitioners. The Action Research Model played heavily in the way Corus approached change management.

The Action Research Model Steps are:

1. Identify the Problem or Opportunity.
2. Consult with ClientInitial Meeting.
3. Collect Data.
4. Make a Preliminary Diagnosis.
5. Present Feedback to the Client.
6. Jointly Diagnose Problem/Opportunity/Findings with Client.
7. Investigate Joint Action Steps.
8. Implement Change.

Before attempting to respond to this post, refer to The Corus Case Study: Developing a Stronger Customer Focus Learning Activity. Read this case study and assess the change strategy approach used in this case. Then, research and select another change approach that you think would have lead to goal accomplishment. What is this approach and why did you select it? Be detailed in your explanation and give an example(s).