Kurt Lewin's Change Model

Kurt Lewin developed a change model involving three

steps: unfreezing, changing and refreezing. The model represents a very simple
and practical model for understanding the change process. For Lewin, the process
of change entails: creating the perception that a change is needed, then moving
toward the new, desired level of behavior and finally, solidifying that new behavior
as the norm. The model is still widely used and serves as the basis for many
modern change models.

Unfreezing
Due to the resistance of various people towards change, it is vital to create an
awareness of current level of acceptability. Old behaviors, ways of thinking,
processes, people and organizational structures must all be carefully examined to
show employees how necessary a change is for the organization to create or
maintain a competitive advantage in the marketplace. Communication is
especially important during the unfreezing stage so that employees can become
informed about the imminent change, the logic behind it and how it will benefit
each employee. The idea is that the more we know about a change and the more
we feel it is necessary and urgent, the more motivated we are to accept the
change.

Changing
Change is a process that must be carefully planned and executed. After people
have shifted into the mindset of preparation for changes, the very first steps of
changing can be started. Changing is defined as the process of transitioning into
new state of being or, in other words, is the implementation of the change.

As a result, most people, even the most experienced managers and leaders,
struggle with uncertainty and fear during this phase. During the changing step
people begin to learn the new behaviors, processes and ways of thinking. The
more prepared they are for this step, the easier it is to complete.
For this reason, education, communication, support and time are critical for
employees as they become familiar with the change.. Throughout this process,
employees should be reminded of the reasons for the change and how it will
benefit them once fully implemented.

Refreezing
This is the act of reinforcing, stabilizing and solidifying the new state after the
change. The changes made to organizational processes, goals, structure, offerings
or people are accepted and refrozen as the new norm or status quo. The
refreezing step is especially important to ensure that people do not revert back to
their old ways of thinking or doing prior to the implementation of the change.
Efforts must be made to guarantee the change is not lost; rather, it needs to be
cemented into the organization's culture and maintained as the acceptable way of
thinking or doing. Positive rewards and acknowledgment of individualized efforts
are often used to reinforce the new state because it is believed that positively
reinforced behavior will likely be repeated.

Case study: Change management—–A case of Coca Cola Corporation

Coca Cola is a retailer, marketer and manufacturer of non-alcoholic drinks and is

known worldwide for it coca cola beverage. In addition to its coca cola brand,
Coca Cola Company offers 500 beverages and non beverages brands in about two
hundred countries. The company was founded by Asa Candler in year 1892. It’s
headquarter is located in Atlanta, Georgia of United States of America. The
company had total net income of approximately 11.8 billion US dollars in year
2010 with total number of employees 139,600 worldwide. Company’s brand i.e.
Coca Cola stands number one in the list of most well known brands of the world
(Coca Cola company, 2006-2011). Coca Cola is a type of company that requires
making changes in its products and business strategies according to the consumer
expectations and external environment.
Barton et al (2002) reported that Coca Cola Company responded to such
consumer changing behaviors in an effective way by developing new products like
Diet Coke and Coca Cola Zero. As people are becoming more health conscious and
willing to invest on health based products, Coca Cola is developing juices and
various energy drinks as well. This shows the company’s strategy to responding
varying consumer tastes and expectations and changing itself according to it.

1. Unfreezing:

Coca cola hopes to bring about communicative interactions, and focus on creating
brand relationships with their employees. This enhanced the operations of Coca cola,
as an integrated approach would mean all employees believe in engaging fully in the
values, and this would become an inherent part of the employees at a personal level.

2. Changing:

Coca Cola business resulted from the dedication of their employees to operational
excellence. As a consequence of effective communication from phase 1 (Unfreezing),
employees throughout the world believed strongly in the values, and therefore the
employees engaged actively with the worldwide strategy and modify to create
appropriate suitable strategy for their own country, which hence contributed into the
success of new product line.

3. Refreezing:

Company culture is maintained throughout company’s internal activities and

employees’ training workshops and sessions, as well as through communication
between levels of managers and staffs, and between different branches in the
company. Once again, effective communication is crucial in the situation of Coca
Cola.