Business Consulting and Change Management
Course Name: BUSINESS CONSULTING AND CHANGE MANAGEMENT
Professor Emmanuel Monod
Contact Hour: 32 Credit: 2 Academic Year: 2016
1- COURSE PURPOSE 2
2- LEARNING OBJECTIVES 2
3- COURSE SCHEDULE 3
4- COURSE CONTENT 4
5- ASSIGNMENT 7
7- EVALUATION 10
8- CLASS POLICY 10
9- COURSE MATERIAL 11
10- INSTRUCTOR INFORMATION 12
11- TEACHING APPROACHES 11
12- ADDITIONAL READINGS 12
1- COURSE PURPOSE
1. Business consulting will be practiced through business cases in hyper-competition analysis, marketing analysis and planning, strategy and competitive advantage and Structure and Actors analysis. These business cases will include Western corporations such as Google, Yahoo! Dreamworks and Chinese corporations such as Baidu, Alibaba, Tencent, Youku, Bona films, Huayi brothers media, Shanda Games, Perfect World, NetEase, and Blizzard entertainment
2. This course will also allow to practice change management consulting through cases that will include business transformation methods, management information systems, change roadmap, and leadership development. Such cases will include Accenture, Siemens, Fluor Technologies, Tata Consulting Group, Philips, Ernst and Young and NASA,
3. This course is not only based on the analysis of business cases, but also on the practice of business communication. It includes student teamwork and presentations including role playing of consultants in a business context that are expected not only to conduct an analysis, but also to provide advices to their customer
4. These presentations will also include conflict management techniques because the audience will play the role of different functions within the customer corporation, including CEO, shareholder, finance director, marketing director and different product directors who will object to the recommendations of the consultants
5. This course also includes a Project. A manager of a large corporation will come to class in order to explain the requirements of the case. Students will work in competitive teams for developing proposals during the week-end. Defenses will take place in front of the customer on Monday evening. The customer will select only one of the competitive proposals.
2- LEARNING OBJECTIVES
Upon achievement of this course, students will be able to:
1. Analyze the competition with Hypercompetition Analysis (HCA) framework
2. Understand the customer behavior with Marketing Analysis and Planning (MAP) tools
3. Identify sources of Strategy and Competitive Advantage (SCA) using different options
4. Describe the organization with the Structure and Actors Analysis (SAA) diagrams
5. Provide advices regarding Information Systems (IS)
6. Assess the opportunity of different Business Transformation (BT) methods
7. Apply tools for Project Management (PM)
8. Make recommendations for Change Roadmap (CR)
9. Advise top management regarding Leadership Development (LD) approaches
10. Recommend how to implement Business Process Management (BPM)
3- COURSE SCHEDULE
Schedule / Topic / Business caseMarch 3 / · Structure and Actors analysis,
· Information Systems
· Business transformation
· Business communication
· Case: Business transformation
March 10 / · Project management
· Change Roadmap
· Leadership development
· Business process management
· Cases: Organization /
IBM Accenture
NASA
March 17 / · Hypercompetition analysis,
· Marketing analysis and planning,
· Strategy and competitive advantage
· Cases: Information Systems /
Siemens Ernst and Young
Fluor Technologies Tata
March 24 / · Cases: Search Engines in China /
Google - Yahoo - Baidu
March 31 / · Cases: e-commerce in China /
Tencent - Alibaba - BAT war
April 7 / · Cases: On line games /
Perfect world - Shanda Games – NetEase -Blizzard
April 14 / · Cases: movies /
Dreamworks - Bona films - Huayi brothers- Youku
Wednesday April 20th
18h- 20:45 / · Requirements / Project
Friday April 22d
8:30 / · Proposal development / Project
Saturday April 23rd
8:30 / · Proposal development / Project
Monday April 25th
18h- 20:45 / · Defense / Project
(note: this schedule is liable to change)
4- COURSE CONTENT
The course will include a set of tools that enable the management in corporations:
4.1- BUSINESS CONSULTING
Issues / ToolsHCA / HYPER
COMPETITION
ANALYSIS / · PESTEL vs Hypercompetition Criteria
· Productivity Vs Flexibility
· Barriers To Entry Vs Transience
· Sustainable Vs Transient Competitive Advantage
· Market Forces Vs Network Model
· Globalisation Vs Transnationalisation
· Hypercompetitive Trajectories
MAP / MARKETING
ANALYSIS
AND PLANNING / · Product lifecycle
· BCG
· ADL
· Mc Kinsey
· SWOT
· Product/Market
· Segmentation
· Customer Behavior/ Generic Positioning
· Dynamic Stability
SCA / STRATEGY AND COMPETITIVE ADVANTAGE / · Vision
· Mission
· Sustainable Competitive Advantage
· Transient Competitive Advantage
· Core Competencies
· Balanced Scorecard
· Organizational Learning
4.2- CHANGE MANAGEMENT CONSULTING
SAA / STRUCTURE AND ACTORS ANALYSIS / · Organizational Structure· Centralization / Decentralization
· Mechanistic / Organic Management System
· Corporate Life Cycle
· Entrepreneurial Transition
IS / INFORMATION SYSTEMS / · ERP - Enterprise Resource Planning
· WMS - workflow management systems
· GSS - group support systems
· DMS - document management system
· IT and transformation
· IS development methods
BT / BUSINESS TRANSFORMATION / · BPR- Business Process Reengineering
· TQM
· Lean Management
· Agile management
· Process innovation
PM / PROJECT
MGT / · Executive mandate
· Project Definition Report
· Project Budget
· Project Contract
· Project Communication Plan
· Project Management Plan
CR / CHANGE ROADMAP / · Wake-up call
· Other initiatives
· Conditions for change
· Team
· Target for change
· readiness
LD / LEADERSHIP DEVELOPMENT / · Tasks versus relationship
· Innovation versus delegation
· Control versus challenge
· Credibility
· Volunteers
· Trust
BPM / BUSINESS PROCESS
MGT / · Business Process Value Chain
· Transactional vs Relational Processes
· CRM Customer Relation Management
· SCM Supply Chain Management
· PLM Product Lifecycle Management
· BI Business Intelligence
· KM Knowledge Management
4.3- CUSTOMERS ROLES
While the team who will defend each business case will play the role of consultants, a part of the students in the audience will play the role of the customers. The customer being a corporation (Google, Baidu, Alibaba, Tencent, Youku, …), each department and actors shall be represented:
Top management / 1. CEO,2. CFO,
Operational departments / 3. Sales director,
4. Operations director,
5. R&D director
Product managers / 1. Stars Product Manager,
2. Cash Cows Product Manager,
3. Dilemmas Product Manager,
4. Dogs Product Manager
VPs / 5. VP customer sat,
6. VP strategy and development
Support departments / 7. Marketing director,
8. COO,
9. CIO,
10. HR director
Because change management implies re-organization, each change project has opponents and allies. Indeed, any cross-functional transformational change inevitably questions the structure and power of functional departments. This simulation is not an abstract "problem-solving" exercise where solutions are invented by the functions and departments in order to solve problems (Simon, 1977). Rather, problems are invented by each departments in order to impose solutions that pre-exist. We are therefore in the situation of the "garbage can decision model," or responding to organizational conflict (Cohen March and Olson, 1972; Allison 1971).
The students in the audience are asked to play the role of each director. Each of them is an actor with a different interest from other actors, according to the sociology of action (Bourdieu, 1991). The "horizontal" change transformation (especially BPR, IS or BPM) will meet the resistance of the "vertical" functions and departments directors. Role-playing method will be organized in order to illustrate the resistance to change embodied by the functional department managers. This method will help to understand how information retention is used as a key to power in negotiation (Crozier and Friedberg, 1977). The method will also refer to the approach Mintzberg (1991) where each actor tries to impose a coordination mechanism that "pushes" the organization towards a structure that will increase his/her influence.
5- ASSIGNMENT
5.1- Assignment content
There are 3 team assignments that will all lead to a defense in class. However, while the 2 first assignments include only a half-filled ppt that will be provided by the instructor to each team, the final assignment (case building) includes a ppt and a defense.
Team Assignment / Acronym / Tools / Business cases1- CHANGE CASE / 1. SAA
2. IS
3. BT
4. PM
5. CR
6. LD
7. BPM / 1. Structure and Actors Analysis
2. Information Systems
3. Business Transformation
4. Project Management
5. Change Roadmap
6. Leadership development
7. Business Process Management / 1. IBM
2. Accenture,
3. Siemens,
4. Fluor Technologies,
5. Tata Consulting Group,
6. NASA
7. Anonymous Consulting corp. (called BCG)
8. Anonymous Stark corp (called Fedex)
9. Anonymous US corporations (called Starbuck)
2- BUSINESS CASE / 1. HCA
2. MAP
3. SCA / 1. HyperCompetition Analysis
2. Marketing Analysis and Planning
3. Strategy and Competitive Advantage / 1. Google,
2. Yahoo!
3. Baidu
4. Alibaba,
5. Tencent,
6. BAT war
7. Perfect World
8. Shanda Games,
9. NetEase,
10. Blizzard entertainment
11. Dreamworks
12. Bona films,
13. Huayi brothers media,
14. Youku
3- PROJECT / This business case shall include tools, techniques and approaches studied in class. / This project will be discussed during the first classes
5.2- Assignment deadline and format
Deadlines
Case 1 and 2 Deadline (no report, just ppt)
type of document / Day / timePPT of the defense (electronic) / One day before / 12 (noon)
Final assignment Deadline (including word report)
type of document / Day / timePPT of the defense (electronic) / One days before / 8 pm
Electronic document / One days before / 8 pm
Printed document / Start of class
Emailing and name of files
Case 1 and 2
type of document / Format / delivery mode / Title of the filePPT of the defense / PPT / Sent to TA and the professor / (number of team) (name of corp) (ex 1-baidu)
Final assignment
type of document / Format / delivery mode / Title of the filePPT of the defense / PPT / Sent to TA and the professor / (number of team) (name of the solution to the business problem)
Report / Word / Sent to TA and professor / idem
Note on format: never send a .rar
On the other hand, .zip is allowed
But the preferred format is simply .ppt and .doc
5.3- Assignment cover page
Assignment cover page shall include
1. The name of the course
2. the name of all participants in English
3. The English name (if any)
4. the student number of each participant
5. the name of the team (if any)
5.4- Discounts
Delays will result in the following discount (upon a hundred points)
delay / discount (points / 100)6 hours / 3 points
one day / 20 points
Two days and more / zero grade for this assignment
Irrelevant formats will result in the following discount
type of document / type / discountDefense ppt / PPT / -10% If one format missing
Printed document / No binding or staple / -5% if no binding or staple
cover page not at the format / No names, or missing info / -3% for each missing information (especially names)
5.5- Teams
Teams will be created during the first day of class and facilitated by the instructor
Number of students by team:
Case / Example / Number of students1- change mgt case / Accenture, Siemens / 4 teams of 10 students
2- business case / Baidu, Alibaba, Tencent / 2 to 3 students
3- Project / To be defined
5.6- Defense Process for cases 1 and 2
1. All power points shall be sent to the instructor one day before the defense (see deadline)
2. No last minute change will be allowed regarding the ppt. Students shall use the ppt send one day before that will be waiting for them on the desktop computer. They may however change the order of some ppt, but this is not recommended. All shall be decided one day before.
3. The schedule of defenses will be defined during the classes
4. Each team will defend during 10 to 15 minutes.
5. Each team member shall say something, however, there may be a leader of the defense introducing each part and making links
5.7- Defense Content
Each defense should be performed as a professional business consulting and change management presentation that shall include the following parts:
INTRODUCTION / 0 min / · Talk with the customer· Do not introduce the team
· Start directly with the analysis
BUSINESS ANALYSIS / 7 to 8 min / · Focus only on the tools
· Keep on interacting with the customer
· All team members shall talk
CHANGE MANAGEMENT RECOMMENDATIONS / 2 to 7 min / · Please provide recommendations including re-organization, IS, BT, PM, CM, LD or BPM
· Your objective is that the CEO signs your change management contract
5.7- Project
To be defined during the first classes. This project will require teamwork during one week-end. This schedule shall be confirmed during the first class
6- EVALUATION
Course activities are weighted in the following way:
1change case / Team Assignment 1 business – defense / 10%
Team Assignment 1 business – ppt / 15%
2
business case / Team Assignment 2 change – defense / 10%
Team Assignment 2 change – ppt / 15%
3
Project / Team Assignment 3 project- defense / 10%
Team Assignment 3 project - ppt / 10%
Team Assignment 3 project – report / 10%
4 / Individual in class participation / 10%
5 / Compliance to cell phone and computer policy below) / 5%
6 / Punctuality / 2.5%
7 / Attendance / 2.5%
7- CLASS POLICY
1- break
1. Only one break shall take place. The duration and time will be decided in class
2- punctuality
Classes will start on time. Any late coming will result in a grade discount. Coming back late from the break will also result in grade discount.