Managerial Challenge: Managing Change at Oracle This managerial challenge detail

Question

Managerial Challenge: Managing Change at Oracle

This managerial challenge details the problems and solutions faced by Oracle when it branched out from its single, market dominating, data base management software, into head-to-head competition with other majors software suppliers of relationship management software. CEO Larry Ellison saw the need for change, made sure others saw it, but then realized there was still a problem. Sales representatives were reluctant to change because they did not feel it was possible to learn everything they needed to learn.

Ellison and his top managers reorganized the marketing structure of the company so that the individual salesperson would not need to know everything about every product. They then ensured that the sales force received all of the training they needed, had access to any necessary information, and were rewarded in new ways for implementing the change.

In the process, the company culture changed from one of competition to one focused on customer satisfaction.

Suggested Questions:

1. What do you think was the most critical action taken by Ellison and his top managers? Why?

2. Describe the elements of the change process visible in this challenge. What caused problems? What were the solutions?

3. If you were a salesperson for Oracle, how would you have felt about this change?

Explanation / Answer

1) Ellison and his top managers conducted a study about the problems faced their sales professionals which leads them to re design and re organise the marketing structure of the company

2) The elements of change visbile here, He implemented the 'Segmentation' inside to his sales department so that sales professionals deals in a particular area and are more comfortable in that too.

3) It depends on my skill, if i am less skilled sales person, i feel comfort on concentrating only in my area but if i am high skilled, desirous will be felt badly about this.

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