Step stabilizes the organization

According to Cummings and Worley (2009; p. 24), ‘this step stabilizes the organization at a new state of equilibrium. It is frequently accomplished through the use of supporting mechanisms that reinforce the new organizational state, such as organizational culture, rewards, and structures’. Beximco pharma refreeze the organizational culture, rewards, and structures for the company to cope with the change process. The company changed its salary structure since the company profits increased but other administrative costs increased. Lewin’s model provides a general framework for understanding organizational change.Because the three steps of change are relatively broad, considerable effort has gone into elaborating them (Cummings and Worley).

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The change model evaluation involves evaluating the effects of the intervention and managing the successful change programs as they exist. Feedback from organization members about the intervention’s results provides information about whether the changes should be changed, continued, modified or suspended. Organisational successful changes involve reinforcing them through feedback, rewards and training. In real practice, the different phases of change models are not nearly as orderly as the model implies. However, the steps of change models can be implemented in a variety of ways, depending on the customer’s needs and goals, the change agent’s skills and values, and the organisation’s context. Therefore, the planned change situation can vary from one situation to another.

For example, Marks ; Spencer (M;S) observed that customers were not feeling comfortable in its store and the store needs a comfortable environment where customers can feel comfortable (Rose, 2007). Moreover, Rose (2007) added that, the company took the initiative to refurbish the store for retaining customers and finally the company regained the stride in advertising and marketing as well. Beximco pharma’s change in operation system during recent recession was successful.The company annual report (2010) shows that the company earned a profit of 311, 024,000 taka during the year.

Beximco emphasised on price-focused approach to retain customers and increased the number of products all over the Bangladesh. Moreover, the company focused on customer value propositions which enabled the company to offer low-cost products with 100% quality and good service. According to Johnson ‘many companies begin with a product idea and a business model and then go in search of a market. Success comes from figuring out how to satisfy a real customer who needs to get a real job done’. Beximco was able to satisfy the customers’ actual demand with a low-price. Thus, the company change was implemented successfully and gained more profit than the previous year. Therefore, Beximco pharmaceuticals ltd. was a successful company for its successful implementation of change process during the recession.


An organisational change has taken place to improve the performance of the organisation, operate the business smoothly and even it can be taken to change of organisational culture and behaviour. Beximco implemented some changes to increase their sales during the recession. Moreover, the company was 100% successful to implement the change process. The Beximco was able to understand the right time to implement the change process which benefitted the company during the recession. The Beximco change can be followed by other companies of Bangladesh if they have enough resources to implement the change process. Beximco followed the price-focused approach to increase their sales and increase customer value propositions.


Annual Report of Beximco (2010), Available at: /images/stories/investor/pdf/Half_Yearly_Report_2009.pdf Burnes, B. (2009) Managing Change, 5th ed., p. 338, Pearson Education Limited, Essex,England Cummings, T. G. and Worley, C. G. (2009) Organizational Development and Change, 9th ed., p. 23-24, South-Western Cengage Learning, USA Gaughan, P. A. (2009) Measuring Business Interruption Losses and Other Commercial Damages, 2nd ed., p. 80-81, John Willey ; Sons Inc, New Jersey, USA