How Action Research Can Bring About Change Essay

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Managerial Issues: Action ResearchAlthough I am currently employed in the Navy, I have also worked for private organizations, including, most notably, Starbucks. Starbucks is one of the most famous food and beverage companies in the world, and initially generated a great deal of goodwill as well as sales because of its image as a progressively-minded organization that cared about communities as well as offered tasty and unusual coffee beverages that were a cut above the competition in the fast-food industry. However, many people today believe Starbucks has lost its way.Starbucks initially promoted itself as a so-called third place, or somewhere between home and work where people could enjoy coffee, company, or simply a relaxing moment with a meal (Rainey, 2022). Today, however, more than 80% of the coffee’s beverages are sold to-go (Rainey, 2022). Additionally, although Starbucks was praised for offering health insurance to part-time employees, Fair Trade coffee, and better working conditions, both its products and treatment of employees have come under fire, as employees complain of unrealistic expectations in terms of how many orders they are expected to fulfill within a short span of time, beverages are criticized for being overly expensive, and the company is criticized for crowding out independent stores and bakeries (Rainey, 2022).Management must find a way to rebrand the organization and foster more positive feelings among employees for the organization to thrive in the future. The biggest problem is ensuring Starbucks still offers a strong value proposition to customers as a unique product, which is increasingly challenging as more people work from home and more companies have offered similar specialty coffees at a lower price point to Starbucks. The reason management may struggle with this issue is because of the size of Starbucks today.

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Starbucks began as a company which emphasized a strong personal connection to its customers. It is now an international organization.Mitigating ProblemsOrganizational development consultants can offer an outside perspective, which can be helpful for companies which are highly insular. Action research consultants, according to Lurey & Griffin (2013) focus on establishing priorities for change, collecting and interpreting data, analyzing…

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…something no other company can. This also requires it to sharpen the final phase of action research, which demands evaluating the change and being willing to make changes to the original plan, if that plan is not delivering as hoped.Currently, Starbucks has a presence as far-ranging internationally as India and China. Being a neighborhood coffee place while suiting the needs of these different regions may not be feasible in the future, without changing how it expands and partners locally. Its once-unique business practices, such as offering tuition assistance to employees, are now less generous than Walmart, Target, and other companies, which, along with criticisms of its labor practices, has made it look less inviting to its progressive customers (Rainey, 2022). According to Haneberg (2005), setting an organization up for success when engaging in change is half the battle. Starbucks has shown itself willing to change, but the changes it must undertake in the future must be more broad-ranging and far-reaching than the ones it has taken in the past, if it wishes to continue to secure….....

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