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Program for action research in Mi9 Melbourne - Thesis Example

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Program for Action Research in Mi9 Melbourne My Name My School/Office My Subject My 31 October 2012 Program for Action Research in Mi9 Melbourne ABSTRACT A change management program utilising action research and soft systems methodology is proposed for the Department of Commercial Sales and Client Services of Mi9 in Melbourne…
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Download file to see previous pages The systems are proposed to be supplemented by a hardcopy and email feedback systems for the services of the Mi9. Results from the workshops and the email and hardcopy feedbacks are proposed to be consolidated by a research supervising group and presented to management for use in change management. Program for Action Research in Mi9 Melbourne Table of Content Abstract 1 I. Introduction 3 II. Review of Literature: Action Research and Soft Systems Methodology 6 III. Action Research Program 9 A. Problem Definition 9 B. Objectives 11 C. Research Design, Framework & Methodology 11 D. Basic Steps of Applications 13 1. Identifying the problem 13 2. Viewing the problem form several perspectives 14 3. Selecting perspectives and identifying root causes 14 4. Modelling the problem or how the problem can be solved 15 5. Identifying the limits of the model and reality 16 6. Identifying the changes that must take place 16 7. Identifying the action the action that must take place 16 E. Data Gathering and Processing 17 F. System Iteration/Validation 18 G. Installing Solutions to Problems Identified, Continuity and Change Management 18 IV. Research Implementation Gantt Chart 19 Program for Action Research in the Commercial Sales and Client Services of Mi9 I. Introduction Change management is “making changes to a certain method or system in an orderly, systematic fashion to make sense out of the organizational chaos that is permeating the company, its suppliers and vendors and most importantly its customers” (Ledez, 2008, p. 112). Ledez (2008, p. 112) elaborated that change will be internal----which means “that the change will take place within the confines of the company and not outside the ‘walls’ of the organization.” Yet, Ledez (2008, p. 112) pointed out that even if the change must take place internally, “the reason for the change may be completely externally oriented.” However, I add that the urgency and necessity of change may arise precisely because the internal characteristics of the organisation may have failed to adjust after several years of changes taking place in the external environment. This work focuses on the process of change in a corporate setting. The corporate setting is Mi9 with its official website at http://mi9.com.au. Through its website, Mi9 declared itself as “one of Australia’s leading digital media companies, with the potential reach up to 69% of the population each month.” The company’s official website reports that Mi9 is a joint business between Microsoft and Nine Entertainment Company. The company was established in 1997 as an expansion of the “ninemsn” business which covers a number of products and companies. Mi9 services cover “publishing, online services, data strategies, consumer insights and advertising technologies” (Mi9, 2021a). Clicking the “About us” of the ninemsn website at http://ninemsn.com.au/ will lead the internet user to the Mi9 “About us” webpage at http://mi9.com.au/aboutus.aspx. On the other hand, based on the Mi9 website, Mi9 covers “80+ premium content environments like ninemsn, Nine News, Wide World of Sports, The FIX, The Australian Women’s Weekly, Grazia and Woman’s Day” and these are only a few on the list of Mi9 services. Mi9 is “also home to Australia’ ...Download file to see next pagesRead More
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