Lewin’s Change Model- Lewin’s Change Management Model of 3 Stage

Lewin’s Change Model- Lewin’s Change Management Model and Lewin’s Change Theory. Lewin’s change model consists of three stages, such as unfreeze, change & refreeze. Change Communication during Change Management.

Lewin’s Change Model

Lewin’s change model refers to the three stages of management change theory. The three stages of Lewin’s change model are unfreezing, changing, and refreezing. Lewin’s change model is also known as Lewin’s change theory. The alternative name of the Lewin change model is the three-step change model or Lewin 3 stage model or Kurt Lewin change model or Kurt Lewin change theory or Lewin model, or unfreeze change refreeze model.

In 1947, Kurt Lewin introduced the 3 phases of the change management model known as Kurt Lewin’s change model. Researchers and scientists established many models to describe organizational changes such as Kotter’s Change Management Model, Kübler-Ross Five Stage Change Management, ADKAR Change Management Model, McKinsey 7-S Change, Management Model, also Lewin’s Change Model or Theory. Lewin’s change model has become the most popular for its simplicity and fewer stages, for example, unfreeze, change, and refreeze.

Nowadays, researchers have developed multiple theories based on Lewin’s change management model. So, it is the foundation of all modern change management theories. For example, John Kotter’s 8-stage management change model was developed based on Lewin’s change model. Now, the management system is complex compared to before when the model was introduced. Therefore, the practice of Lewin’s change management model is controversial in modern organizations. It has excellent theoretical significance in the research arena rather than practical importance.

Lewin’s Change Model Real-Life Example

Many reputed companies apply Lewin’s change management model to survive in the current situation. For example, Netflix has applied a change model to adjust to the digital era. Netflix’s change management process handled the force of organizational change to achieve a competitive advantage. Now, they are one of the most successful companies globally. Netflix is a real-life example of Lewin’s change management model. It is known as Lewin’s Change Model Business Example.

Lewin’s Change Management Model Example

An ice block cannot get converted into a new shape without melting it. So it would be best if you created a hot environment to melt the ice block. The temperature must be more than 32°F (0°C) temperature to melt the ice. So, here, increasing the temperature denotes the unfreezing stage.

According to Lewin’s theory, unfreezing refers to preparation for accepting the new norms of the workplace. It is the initial stage to get ready to accept the change. The management needs to motivate employees to accepts change.

It will take time to transform the entire ice block into the water.  Keep the glass in an isolated place and ensure the temperature is suitable for melting ice. When the ice block completely transforms into water, pour it into a pot to give it a new shape. For example, pour all water into a glass melted from the ice block. Here, pouring the water into a glass is changing steps or moving stage. Melting the ice denotes the change stage of Lewin’s theory.

According to Lewin’s theory, changing refers to accepting the new norms and moving on to change. The employee starts to change and accept the new norm of the working place.

Finally, keeping the glass in a cold place to transform the water into ice again. It is the way of freezing the water transform again into a new solid shape. It is called the process of refreezing and the final stage of Lewin’s change management model.

Refreezing refers to adjusting to the new norms of the workplace. The employee has already accepted the change, and they adjust to the new environment.

The model summarised that successful management change is accomplished through a three-stage process; unfreezing, changing or moving, and freezing or refreezing.

Lewin’s Change Theory Examples

For example, the educational institute has shut down due to the COVID-19 pandemic. Therefore, all organizations, including educational institutes, decided to conduct virtual or online classes to ensure the continuation of education for students. These educational institutes are applying online meeting platforms, for example, Zoom, Google Meet, to conduct virtual classes and organizational meetings. It was a new experience for lecturers; therefore, they were afraid of uncertainty and interested in taking online courses. But, the university authority compels them to accept the change. The university authority maintains effective communication through social media platforms to motivate employees to get change. They thought that organizational change would help achieve competitive advantages as the other educational institutes adopt the changes. So, finally, they accept the change and adjust to the new working environment. It is a perfect example of Lewin’s Change Theory.

Lewin’s Stages of Change

The three stages of Lewin’s change model are:
  1. Unfreeze stage
  2. Change stage
  3. Refreeze stage
Lewin's Change Model- Lewin change theory
Figure 1: Lewin’s Change Model or Theory

Unfreeze Change Refreeze

1. Unfreeze Stage

Unfreeze is the initial stage or step of Lewin’s change model or Lewin’s change management model. In this stage, employees take mental preparation to accept the change of the organization. In the management system, unfreeze stage refers to breaking down the existing state of circumstances to take the organizational changes. Usually, employees feel comfortable in the organization’s current condition; therefore, some do not like to accept organizational change quickly due to uncertainty. The unfreezing stage consists of the process of educating people about opportunities for organizational change. The organization should practice the change communication strategy to prepare employees for the change.

The key point of this stage is to compel employees to accept organizational change through effective change communication. It is essential to maintain effective interaction within the organization to persuade employees to accept change. Employees will receive the change if they can understand the new things cannot protect the company or organization from surviving.  Additionally, they need to realize that change is essential to sustain the organization and achieve competitive advantages.

A high level of positive motivation among employees helps to accept organizational changes. The organization needs to persuade the stakeholders that the change will bring benefits to everyone. Some people will receive it quickly, but some of them will deny it at the initial time. Finally, everyone will come up with the motivation to make the change.

Communication During the Unfreeze Stage

The primary communication objective is to prepare stakeholders, employees, and the organization to accept the change – “Readying” the organization. However, resistance will increase at the same speed with how huge the change is and how much it affects the organization. Effective communication can overcome resistance. In order to ‘ready’ the organization for accepting the change, it is essential to declare the objective of the change. Additionally, you have to ensure that everyone in the organization knows what will happen and why. The first factor must be communicated for change by pointing out the difference between actual outcomes and desired outcomes. This first message or declaration should come from the top-level management of the organization to avoid communication conflict.

2. Change (Move) Stage

Actual changes take place in this stage when everyone in the organization decides to accept the change with positive motivation. Employees receive and adjust to the new working atmosphere. Changes can be major or minor based on the organization’s needs. The organization needs to provide sufficient training and support for the employees to embrace the changes. It is the stage of implementing the entire process of changes; therefore, many issues need to be done consciously. Some employees may spread misleading information due to having insufficient knowledge about organizational change. So, the organization needs to practice an effective communication process within organization to avoid unwanted issues. However, at the end of the day, employees will be focused on practicing the new work.

Communication During the Change Stage

The organization should ensure effective communication among employees to reduce uncertainty as well as rumors. People may indulge in spreading disinformation and lies that have less information about the process of change. The communication has to have a more specific character in this stage than in the previous phase. Communication in these steps is essential to provide authentic, accurate, and detailed information on what will happen to those who have less sketchy details on implementing changes. Finally, it distributes the new responsibility among assigned people in the organization.

3. Refreeze Stage 

In this stage, employees adjust to the organizational change day by day. Refreezing is a slow process of adopting the new culture and atmosphere of the corporate workplace. Employees and stakeholders may take a long time to adjust to the new systems. The pace of the practice among employees determines the time of the refreezing stage. So, refreezing is the most crucial stage in Lewin’s change model so, everyone deals with it efficiently. The new attitude and behavior of employees become solidified as the norm of the organization. Finally, everyone starts to feel comfortable as in the previous stage before unfreezing.

Communication During the Refreeze Stage

The communication process should answer employees’ queries regarding rewards, control, efficiency, and relationship roles. In this stage, the information flow should be concrete, continuous, and multidirectional so that employees have a sufficient understanding of the personal associations of the change. Unavoidable misunderstandings may occur in this step, so; communication should focus on making the change successful.

Kurt Lewin 1951 References
  • Lewin, K. (1951). Forces of change: Field theory in social science.
Citation for this Article (APA 7th Edition)

Kobiruzzaman, M. M. (2021). Lewin’s Change Model- Lewin’s Change Management Model of 3 Stage. Educational Website For Online Learning. https://newsmoor.com/lewins-change-model-3-steps-management-change-and-communication/

Netflix Organizational Change- Organizational Change Examples

Netflix Organizational Change, Organizational Management Change Examples. Netflix change management model and organizational change examples. Background of the Netflix Company, Netflix Organizational Change History, Reason for the Netflix Organizational Change. Also, How Netflix Handles the Forces of Organizational Change.

Netflix

Netflix is an online video streaming platform that provides many categories of movies, TV shows, documentaries, and so more. The user can watch all these videos through a subscription service. Netflix adds new movies, series, and TV shows regularly to the chart so that subscribers can watch them instantly. It has managed to secure its position within the top 50 websites, following Google, YouTube, Yahoo, Facebook, Twitter, etc. So, Netflix is the most popular video streaming site or web portal in the world.

Organizational Change Examples

Netflix is one of the best examples of organizational change. It accepts the changes to cope with the new environment. Netflix organizational change is a real-life example of Lewin’s change model. Every organizational change has few stages of completing the entire process. The most significant factors are technology, culture, and environment that stimulate an organization to accept the change. Netflix Organizational Change has replaced the old procedures with new strategies to adjust to the current situation. So, Netflix is the most prevalent example of organizational change. Additionally, Indian software companies Wipro, Infosys, Samsung, and Amazon accept organizational change to achieve a competitive advantage.

Netflix Organizational Change

Technology has changed the world in many ways, including education, business, sports, entertainment, etc. Many worldwide renowned companies have been closed due to the revolution of new technology such as computers, smartphones, and social media. Some have managed to cope with the force of change by applying sophisticated strategies and accepting organizational change.

Netflix is one of the best examples that had changed its business model and strategy to survive. It has handled the force of organizational change to achieve a competitive advantage. Hence, it has become one of the most popular video streaming platforms for netizens. Netflix started its business by selling DVDs and rentals by mail. In 2007, Netflix introduced a new video streaming feature for films and television series. The proper utilizing of the force of change has helped to achieve success. However, it is believed that Netflix is one of the most popular platforms for watching new movies, drama series, TV shows, and so more. They have achieved competitive advantages for adopting new features as per audience demand.

Netflix has followed the blue ocean strategy to achieve a competitive advantage. Blue ocean strategy refers to creating a new business market; whereas, red ocean strategy refers to contesting to beat the opponent companies in the same market. Blue ocean strategy introduced a new feature to attract the customer that creates a unique and uncontested marketplace. Finally, Netflix has accepted the blue ocean strategy and become one of the successful companies around the world.

Netflix Organizational Change
Background of the Netflix Company

Netflix has become one of the most famous American production companies all over the world. It was established in 1997 by Marc Randolph and Reed Hastings in California. In 1998, Netflix introduced its official website with 925 items available to rent for pay per month approach and only 35 employees.

Netflix launched its operation with the first and largest online DVD rental store. Since 2012, Netflix is producing and distributing its original content, including film and television series that entertain many viewers. This variety of contents has been stored at the online library for viewing by the subscribers. Since 2016, it is providing services in around 190 countries. This company has established its office globally, including Brazil, the Netherlands, France, the United Kingdom, Japan, India, and South Korea. In 2020, it was estimated that Netflix owns over 195 million subscribers globally involved in paying a monthly payment.

However, Netflix is available worldwide except in China, Syria, and North Korea. According to a report in 2020, Netflix has achieved $1.2 billion operating income for its outstanding performance with sophisticated features.

Netflix Organizational Change History

Netflix made two major changes since its launch. At first, it opened the subscription option in 1999 to store DVD rental. It was the first change in the business model in the history of Netflix. This change allows consumers to rent unlimited DVD rental without late fees. Later, in 2007, Netflix made its second change by launching an online video streaming service. Consumers have accepted this change. It is believed that the launching of video streaming services has become the prime business pillar of income. Recently, Netflix changed from HTTP to HTTPS encryption to ensure the viewer’s privacy (Reed & Kranch, 2017).

Purpose of Netflix Organizational Change

According to Corfield (2017), Netflix is becoming famous day by day for its easy accessibility quality and sophisticated features. After all, the new technology adoption and adaption is an inevitable approach to exceed customer demand. In the 21st century, people do not want to allocate extra time to go to the cinema hall. People used to go to the cinema hall to watch new movies before introducing the service of watching movies at home on Netflix. New technology, including a computer, laptop, and smartphone, entertain people easily through internet service. In addition, the social media revolution changed the way we communicate with each other. It has become a great platform for sharing user-generated content, including photos and videos. Now, many citizen journalists are practicing democratic journalism because of the social media revolution.

Most people globally use social media in many perspectives, such as education, entertainment, and marketing. Netflix’s authority had perceived the upcoming market demand. Therefore, they have changed the business model to watch movies and television series on computers and smartphones. The management of Netflix realized that consumers do not like to store video, so they change the business model. Additionally, Netflix is always aware of the approaches of competitors. Blockbuster is a crucial Netflix competitor; hence, they added a new feature to become distinguished from competitors. The reason for changing the business model of Netflix was appropriate and effective to bring success.

How Netflix Handle the Organizational  Change Forces

Organizational change refers to the adjustment and transformation of the way a company operates. The company brings a minor or significant change to improve productivity and cope with the new context. There are two types of forces of change in a company such as external forces and internal forces.

The element of the external forces is technological change, globalization, social and political change, and managing ethical behaviors. For example, technological change and globalization are the primary external forces that compel Netflix to change the feature. New technology changes people’s expectations and behaviors; therefore, changing the company product or service’s features, tools, and patterns is essential. Netflix handled the forces of change effectively to bring success and prosperity to the company. Apart from that, internal forces influence the organization to change, such as changing managerial personnel, work climate, effectiveness, employee expectations, and crisis. Netflix realized that watching the movie at home would reduce the entertainment budget and time; therefore, they accepted the organizational change.

Conclusion and Takeaway

Netflix started its journey as an ordinary company, but it has achieved a competitive advantage by changing its business model to fulfill customer demand. The authority of the company changed its feature to cope with new technology. It has made two changes in 1999 and 2007. However, the video streaming service brought huge popularity and income for the company that launched in 2007. Based on the discussion, the author has determined some takeaways that can be a key point for any company. Firstly, it is very important to change the company feature to fulfill customers’ expectations.

Additionally, digital adaption and adoption need to be accepted for both employee and customer’s gratification. Finally, sophisticated features and tools have to be added to the company for better function, such as Netflix launched its online video streaming feature in 2007. “The measure of intelligence is the ability to change” -Albert Einstein

References
  • Corfield, J. (2017). Network vs Netflix: a comparative content analysis of demographics across prime-time television and Netflix Original Programming.
  • Reed, A., & Kranch, M. (2017, March). Identifying HTTPS-protected Netflix videos in real-time. In Proceedings of the Seventh ACM on Conference on Data and Application Security and Privacy (pp. 361-368).

Citation for this Article (APA 7th Edition)

Kobiruzzaman, M. M. (2021, January 30). Netflix Organizational Change: Organizational Management Change Examples. Educational Website For Online Learning. https://newsmoor.com/netflix-organizational-change-organizational-management-change-examples/