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Organizations Going Through Change - Essay Example

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The paper discusses a case study of General Business Department (GBD) at NTT DoCoMo, Inc. The development of i-mode technology by the…
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Organizations Going Through Change Case of GBD at DoCoMo The article was published in 2003, when the Japanese companies were taking in charge mobile and cellular data transmission and broadcasting. The paper discusses a case study of General Business Department (GBD) at NTT DoCoMo, Inc. The development of i-mode technology by the company set a new dimension to the world of cell phone, now they were not only portable phones, but they became portable “information terminals”. Before stating the new project, Mr. Oboshi gathered his management team and started recruiting talented individuals from within and outside the company. After forming the new organization comprising of 70 people, the next step was to develop links with communities, they include in-house community, technical community, platform community, and portal community (Kodama, 2003). The company employed three strategies simultaneously to deal with other communities. Adding to these three strategies the company used time pacing strategy that involved developing public relations, and advertising its services. Another aspect of the company’s new organization was Entrepreneurial strategy that offered a motivation for the employees to put in their maximum and take the company’s new venture to next level. GBD was formed by Mr. Oboshi for handling i-mode or mobile internet, this individual organization was very small in size compared to the traditional organization that comprised of over 10,000 employees. GBD relied heavily on the traditional organization for investment and support. However, GBD’s strategy was entirely different from its parent company’s strategy. GBD relied on time-pacing, which meant continuous change and less time for adaptation. GBD could have used event based pacing like its parent company. Further time-pacing strategy also creates intra-organization pressure within the team members, and adds stress which can spoil the organizational harmony, and create hindrances for cooperation.
Reference
Kodama, M. (2003). Transforming an old-economy company into a new economy—the case study of a mobile multimedia business in Japan.Technovation, 23(3), 239-250 Read More
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