Reframing Organizations: Artistry, Choice, and Leadership, Research Paper Example

Introduction

PHE, Inc. is the parent company of Adam and Eve, a successful retailer of adult products in the United States, using catalogs and the Internet as the primary sales interface (InsideView, 2014).. The organization is headquartered in Hillsborough, North Carolina and is led by its president and co-founder, Philip Harvey, along with a group of directors and others who play a significant role in the company and its strategic direction (InsideView, 2014). The organization has grown to earn revenues of $70 million and to employ 242 individuals (InsideView, 2014). Therefore, the business has demonstrated its ability to grow and thrive, in spite of challenging economic times and other issues that impact the business and its customer base. It is important to recognize the changes that the company has made over the past several decades and how the business has grown and thrived in accordance with these changes, given the issues that influence modern businesses practices. The following discussion will address some of the changes that the organization has made in recent years and the opportunities that are available to support the organization and its objectives, both now and in the future.

Structural

From a structural perspective, Bolman & Deals (2013) argue that this is a critical factor for an organization with respect to developing a framework that supports a successful infrastructure to achieve long-term success and growth. The organization must explore its options and its managerial strengths and weaknesses in order to determine any possible alternatives that are available to encourage positive results for the organization and its people (Bolman & Deals, 2013). In the 1980s, the organization relied heavily on antiquated techniques to market and sell its products, including the heavy use of mail order catalogs and telephone sales. During this decade, these were the primary alternatives for mail order retailers who did not have traditional storefronts, including PHE and its Adam and Eve brand. One of the key facilitators of success in the mail order and catalog business was Sears, whose customers heavily relied on its seasonal catalogs, including the Christmas Wishbook, as a part of the holiday routine that generated significant sales for the company (Skorupa, 2012). PHE, Inc. took advantage of the strong consumer interest in catalogs and expanded its infrastructure to accommodate this growth to meet consumer demand. During this stage, it was important for the leadership structure to understand the needs of the current market and to determine the most feasible course of action in order to achieve higher sales growth and customer satisfaction. As time passed, the organization took advantage of a new retail business model that used the Internet as its primary platform.

Human Resources

Bolman & Deal (2013) also describe the human resource frame, whereby leaders and managers must work collaboratively in order to develop viable solutions to promote a cohesive and mutually beneficial work environment for employees. This strategy is important because it supports the development of new ideas to enable employees to improve their relationships and to perform effectively in the team environment (Bolman & Deal, 2013). Promoting change within the organization requires prior knowledge of successful principles and other factors that influence how change occurs; therefore, it is important for employees to be receptive of these conditions and to support and enhance outcomes by improving relationships and the team dynamic (Bolman & Deal, 2013). For PHE, Inc., the 1980s was a period of rapid change and growth, as the company sought to make a name for itself in the adult product industry through its mail order and catalog business. Under these conditions, the organization was largely successful in expanding its brand and in growing the business so that employees would have an opportunity to work in a collaborative manner to ensure that the business continued to grow and thrive. These conditions also reflected the importance of shaping outcomes through the creation of new ideas and concepts that would drive the organization into the future, particularly when new technologies were available for use. With the emergence of the Internet, it was more important than ever for PHE, Inc. to embark upon a new adventure and to understand this platform as a means of developing a framework to support the growth of employees and their skills in a team environment. It was important for the organization to be effective in expressing its vision to employees and to recognize its core strengths as a means of improving organizational outcomes in conjunction with a successful business model. Therefore, as new technologies emerged, the organization was in a positive position to achieve greater growth and to be successful in its efforts to adapt effectively through a team-based platform.

Political

From a political perspective, Bolman & Deal (2013) recognize the significance of power within an organization and how it impacts leadership, as well as daily activities. When specific individuals have a significant amount of power, others may suffer as a result, and this requires an ongoing approach that is designed to address conflict in a supportive manner (Bolman & Deal, 2013). It is important to identify the nature of any power struggles or conflicts that exist and to be proactive in taking the steps that are necessary to address these challenges in the workplace environment (Bolman & Deal, 2013). Political forces are external to an organization and also within its walls; therefore, these factors must be considered as a means of expanding knowledge regarding the mission and vision in order to ensure that they are properly met in a timely manner (Bolman & Deal, 2013).

For PHE, Inc. the political nature of its business requires an ongoing approach that serves to support the chosen business model. This process is instrumental in understanding why the infrastructure must be properly managed and executed in order to achieve the desired level of growth. In the 1980s, prior to the emergence of new technologies, PHE, Inc. faced a number of difficult challenges, such as the creation of a business model that addressed the specific needs of its customers and the ability to tap into the resources that were available during this era This was also an important and meaningful step for the organization to take in order to address power and conflict with an open mind and with a means to expand the organization and allow it to evolve as technology began to surface. A number of examples have been examined in recent years using the university model of change, whereby there are internal and external forces that contribute to change and improve processes for organizations through the application of new ideas and principles to invoke positive outcomes (Kezar, 2013).

Symbolic

The authors indicate that a successful organization requires an effective understanding of the internal culture and the symbols that exist that frame its mission and vision (Bolman & Deal, 2013). The internal culture of the organization is instrumental in supporting the growth of the business and its emphasis on the customer through its efforts to be effective in communicating its mission and vision to the entire staff (Bolman & Deal, 2013). At PHE, Inc. during the 1980s, product quality and development was highly symbolic for the organization and required employees to maintain their focus and to emphasize the significance of the customer in expressing its vision and supporting its long-term success. The organization sought to be effective in its efforts to produce products and a business model that was symbolic of its primary focus on the customer. During the 1980s, when technology was far from the level at which it exists today, there were limited opportunities for the organization to stand out above its competitors; therefore, the catalog and direct mail environment was its primary source of enthusiasm and revenue for the business and its key strategy. In many ways, the mail order/catalog business was largely symbolic of the organization’s focus on its mission to provide adult products to the target audience. However, as technology grew in scope and complexity, it led to a new era of growth for the organization that emphasized continuous improvement and strength in order to accomplish the desired objectives as a technology-driven business with a significant focus on growth and specificity in the retail industry. Therefore, the concept of the catalog and the mail order became antiquated and a strong and immediate online presence took its place.

Conclusion

An examination of the different ideas and perspectives regarding the history of PHE, Inc. and how it has transformed itself into the success that exists today. This growth and transformation has required an ongoing effort by leaders and employees to demonstrate the importance of new perspectives that impact its future potential. This practice demonstrates the importance of understanding the four frames of Bolman & Deal and their application to the business, including the structural, human resource, political, and symbolic perspectives. These efforts support the growth and development of new strategies that encourage organizational leaders to use technology wisely in order to maintain a competitive advantage, along with a means of exploring new insights regarding the future direction of the business. PHE, Inc. would not exist as it stands today without aligning itself with the current methods and business practices of the retail industry, including a formidable online presence and a platform for future growth through a successful marketing and sales strategy to attract and retain a vast customer base for the foreseeable future.

References

Bolman, L.G., & Deal, T.E. (2013). Reframing Organizations: Artistry, Choice, and Leadership, 5^th Edition. Jossey-Bass.

InsideView (2014). PHE, Inc. Retrieved from http://www.insideview.com/directory/phe-inc

Kezar, A. (2013). How Colleges Change: Understanding, Leading, and Enacting Change. Routledge.

Skorupa, J. (2012). 10 retailers that shook the world. Retrieved from http://risnews.edgl.com/retail-insight-blog/10-Retailers-That-Shook-the-World39355