Managing Change: communicating the case of bottled water to tap water consumption in Hong Kong
Change is an unavoidable happening in all aspects of human life. In organizational level, change is a system that provides for the interaction of external and internal factors in all levels from the individual to working groups to the organization as a whole. It is also considered as a cause and an effect – a cause for it creates a force for other changes to occur and an effect for it is caused by a specific stimulus. The cause of change may be deliberate, accidental, or a combination of both. It is deliberate when change is planned by the members of the organization and it is accidental if it is not intended to happen but it happened anyway because of factors beyond the control of the organization. Change may happen when it is made to happen by the organization members but the resulting change may be different from what was expected.
Meanwhile, water is one of the most important elements of human life and survival. According to facts presented in the Australasian Bottled Water Institute (ABWI) (2004) web site, water is an important substance in order for all the body’s living cell to work; present in almost all parts of the body such as human blood (95%), bones (22%), and brain (75%) among others; and of greater importance than food as people can only survive a few days without water than food. The developing world and advancement of knowledge and technology affecting human race resulted to convenient ways of living. That people are no longer satisfied with what is ordinary and they turn to things that they perceived better if or best for them. In the case of water supply, pollution and other conditions that may affect water and its consumption lead to awareness for health and wellness protection. It is considered that the access to water is considerably accepted as basic human right yet with the existing conditions in modern societies, water is no longer free. The traditionally tap water is now placed to bottles and for sale. Bottled water is not the same with tap water as it undergoes different stages and processes; comes in different kinds; and contains different characteristics. The mentioned facts are just few considerable factors why bottled water is a promising and growing market in the world. It is observed that lots of people resort to bottled water as their main refreshment drink due to these common reasons: basic necessity, healthy conscious living, convenience, taste (ABWI 2004), and many other reasons.
Arguably, the case of Hong Kong in bottled water consumption is the other side of the coin. Hong Kong people imported 24.96 million litres of mineral water amounting to HK7.4 million in 2006, according to a report in South China Morning Post. There is a huge progression in the bottled water consumption and is associated with environment problems like congested landfills with empty plastic water containers. In the same report, Georgia Sue Guldan, a biochemist argues that “the health benefits of bottled water were unproven” and environmentalists say that “it was only a waste of money and energy” and produces more waste to Hong Kong’s nearly-congested landfills. The Hong Kong government in on the verge of facing a dilemma – convincing Hongkongers to shift from bottled water to tap water consumption.
This paper presents a change management plan of reversing the trend from bottled water and towards tap water consumption in Hong Kong. The main movers of change are the Hong Kong Government and the instigators of change are the people who are able to control the power they have to cause a desired change. The resulting change depends on how well the stakeholders take advantage of their specific roles and power. In the discussion, a brief background of change management. Diagnosis through the Force Field Analysis is used. Aside from a change management plan, this report provides a stakeholder management plan, addresses issues of resistance, and designs an evaluation of the plan. The main attributes of the change management plan are the following: policy review, formulation, implementation, and control; establishment of national campaign – Back to Tap; and cooperation across interested institutions, groups and individuals through communication and information dissemination.
Change Management: a backgrounder
Change management is a process that any private or public organization must undergo (Hitt et al. 2003). It is a fundamental process that every organization must undergo. If organizations are not exposed and did not experienced change, it will not be complete. It is always the people who are the main participants of change rather than processes. According to several authors and as proven in their studies and articles, people are the fundamental focus of any effective and successful change management and communication approach (i.e. MacCalman and Paton 2000; McAlpine and Jackson 2000; Dawson and Jones 2003). Davidson (2001) avers that change is the degree of significant difference from a past situation. In any organizational or business functions, it may mean accomplishing tasks in a new format, following new directions, acquiring new technologies, new management procedures, acquisitions and merging, and other important events occurring within the environment. Moreover, Davidson (2001) describes the characteristics of change, which are significant, prolonged and disruptive. Change is a continuous process of alignment (Davidson 2001). In this attribute, change in an organization includes venturing into new areas of functions, such as trying new processes, implementing plans towards improving an old aspect of organization, and even facing an unexpected event such as economic crisis and redirection of the organization.
Nickols (2006) has four basic definitions of change management. In his web page, he defines change management as: a task of managing changes; a field of professional practice; a body of knowledge and information; and a control mechanism. This definition is plain yet it encompasses the fundamental elements of managing change. On the case identified, the four simple definitions are appropriate. There has been varying perceptions regarding change management among managers and authors as it constantly evolves over the past years in response to affecting trends. Change management approaches develop and utilized in new procedures, structures, and technologies in order to overpower the resistance to change. Robbins and Judge (2007) argue that studies and ideas regarding change management over the past years illuminate on the view that it switched from a tool in overcoming resistance to developing strength and involvement in transformation. Due to this, managers believe that change management is now regarded as leadership ability than a responsive instrument in handling resistance.
Bottled Water around the World: an international comparison
There have been negative issues confronting bottled water consumption. According to Corporate Accountability International, “water is a human right, not a commodity”. This alone tells the message straight to people that water is always free. Aside from this, there are other issues being publicized by the group including social and environment impacts. The bottled water consumption and its controversy is an international issue. In some countries like the U.S., Canada, Australia, and others, bottled water consumption is treated with criticism. For example, various groups in Canada are asking for the passing of stricter set of policies or rules and regulations on bottled water (McLaren 2008). This is also to put “an end to its use as an everyday substitute for safe, publicly provided tap water” (par. 3). The main concern of Canadian critics towards bottled water consumption is the commercialization and “corporatization of water as a resource”. The free access to water is no longer available. There are many solutions that were offered to the Canadian authorities such as legislation, formation of groups who will oversee bottled water supply and consumption, and national vigilance from the youth population. The same actions occur in Hong Kong.
On the case of the U.S., “mayors agree to phase out bottled water” as published in an online article in CBCNews.com (2008). However, this decision is limited on the talk over the reduction or elimination of bottled water consumption. The Food and Drug Administration holds federal regulations to maintain high standards in quality of bottled water. Bottled water are classified by FDA according to origin: artesian well water, mineral water, spring water, and well water and these are treated through the following processes: distillation, reverse osmosis, absolute 1 micron filtration, and ozonation (Bullers 2002). It was found out that consumers of bottled water are not ready to give up the habit. This aggravates the situation. The same occurrence happens in Hong Kong.
In Australia, the bottled water consumption is also high. The advocacies of environmental groups in Australia are not far different from the previously mentioned countries. Environmentalists call for legislations for the control of the growing thirst of Australians towards bottled water (Edwards 2007). There are many recommended actions coming from several groups like a government-run anti-waste campaign, stop selling bottled water in cafes and restaurants, and the likes. The case of Australia and Hong Kong as well as other societies in the world are the same. All in all, major arguments boil down to one important thing – environmental protection and the factuality of water as a free resource that every person can have access provided that it is safe to drink. With all the countries identified, there is a constant call towards tap water consumption. This is the main objective of this change management plan.
Diagnosis: Force Field Analysis
MAIN PROBLEM: Reversing the trend towards bottled water and back towards tap water.
DRIVING FORCES RESTRAINING FORCES
- Quality - Convenience
- Natural - Habits and people’s attitude
- Less plastics waste and environmental and perceptions (health)
friendly
- Free (cheaper) - Consumerism
- Marketing efforts of bottled
water companies
Myron A. Chartier’s Change Model
This is the change management model to be used in creating a change management plan for the intended shift from bottled water towards tap water consumption among Hong Kong people. In this model, there are six important steps: disturbance; decision to act; diagnosis; search for a solution; application; and evaluation. There are also identified change agents namely: process helper, solution giver, resource linker, stabiliser, and catalyser. The application of the model follows:
Disturbance – The disturbance is the alarming increase in the bottled water consumption of Hong Kong people. Aside from this, the threatening environment effects of empty plastic bottles are also considered as disturbance.
Decision to act – The Government is on the process of communicating a shift from bottled water towards tap water consumption among Hong Kong people.
Diagnosis – In the brief diagnosis using Force Field Analysis, there are several things to be considered in designing a change management plan. Primarily, the driving factors include: quality, natural, less plastic wastes and environmental friendly, and free (cheaper). On the other hand, the restraining factors are: convenience, habits and people’s attitude and perceptions (health), consumerism, and marketing efforts of bottled water companies.
Search for a solution – In search for solution to the existing problem, the Government can implement the following: policy review, formulation, implementation, and control; establishment of national campaign – Back to Tap; and cooperation across interested institutions, groups and individuals through communication and information dissemination.
Application – Since there are three (3) major change actions being considered, the application comes in three ways.
In policy review, formulation, implementation, and control, the Government should be able to assess the existing rules and regulations of bottled water consumption and business. Strict research and development efforts are sought. Teams can be formed to look over the pros and cons or loopholes of the existing rules and regulations about the subject. Provided that there are some issues in the existing rules and regulation in bottled water consumption and business, this is the basis for new policy formulation. Since the issue is considerably of national interest, the Government should be able discuss the matters at hand through special sessions or meetings. Upon further scrutiny, the new policy made is then implemented. Control in the course of evaluation follows.
The Back to Tap program is also a matter of national decision. This may be sponsored by the Government and co-sponsored by other interested parties or stakeholders. Back to Tap is a national campaign that aims to encourage Hong Kong people to drink tap water instead of buying bottled water. It is also recommended that Back to Tap should be launched significantly through a national event. Furthermore, the Government should be able to conduct a city-wide evaluation of the current tap water supply and its conditions. There is a need to exert more effort on maintaining high quality standards on tap water supply. It is also recommended that the Government should allocate a specific amount of financial resources to come up with more tap water drinking stations that are always accessible to public at any point in time. Quality assurance standards are very critical. The specific departments of the Government such as Environmental Protection Department (EPD) and Water Supplies Department (WSD) is needed to come up with comprehensive procedures in addressing the conditions of tap water supply. Some development communication initiatives and programs can supplement the campaign. This will be discussed next. Lastly, a celebrity may be used to spearhead the Back to Tap campaign or the role of educational institutions is highly recognized particularly among the students and youth sector.
The support of the national population is highly needed. In order to gain support, cooperation across interested institutions, groups and individuals through communication and information dissemination is extremely required. The Government should be able to accept participation among recognized institutions, groups and individuals in Hong Kong. Printed materials like posters, newspaper and magazine advertisements, leaflets, flyers, streamers, and other possible materials can be designed and distributed among all people. Television and radio as well as internet communication is very possible. A 30-second TV commercial, for example, with a popular or powerful Hong Kong personality or political figure is helpful. A radio voice over may serve the same importance. The internet is a powerful medium. A website to be launch is very potent in eliciting support from people. Communication must be two-way. A hotline for the Back to Tap campaign may also help.
Evaluation – The evaluation of the change management plan may only come after a significant period of implementation. Evaluation guidelines are based on each change management approach implemented. Groups or specialized teams will be in-charge in looking over the implementation of the change plans. They need to come up with monthly or quarterly report about a certain progression or regression of the change management approaches. Surveying Hong Kong people is one way to evaluate the each change management approach. Reports should be publicized. Feedback from people is very useful basis for evaluation.
Synthesis
This change management plan involves the Hong Kong Government as movers of change and Hong Kong population as the instigators of change because they have the ability to manage the power they have to cause a desired change. In application of the recommended change management plan, major stakeholders should be considered. Communication is the key. In addressing the issues of resistance, the Government should utilize the following: planned implementation, gradual integration, and strategic management. Planned implementation includes the vital role of planning as it plays a very important factor to consider in implementing change. In planning and managing change, Nickols (2004) provides a very useful framework for thinking about the change process, one which is anchored on problem solving. Gradual integration addresses the fact that change does not always take immediate effect not unless acted upon in a way that is directed by the manager or any individual who is in-charge and the immediacy of action. Drucker (2002) notes that being a change leader or the manager requires willingness and ability to transform what is traditional and to do innovative and different things in a progressive manner. Lastly, strategic management is directed towards the control and evaluation of managing change.
In conclusion, the basic pressure that underlies many discussions of change management and implementation is that it would not be necessary if leaders and managers had done their jobs in the most effective manner. It is then recognized that a successful change management involves a visionary, persuasive, and consistent change leader and manager. Not to mention, the change agent role is usually responsible to translate the vision to a realistic plan and carry out any change management plan. The Hong Kong Government is able to apply this change management plan provided that it is eventually accepted.
References
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Australasian Bottled Water Institute (ABWI) (2004), ‘Bottled Water’, ABWI web site [online] (cited July 03, 2008) Available from http://www.bottledwater.org.au/scripts/cgiip.exe/WService=ASP0003/ccms.r?PageId=5002
Bullers, AC (2002) ‘Bottled Water: Better Than the Tap?’ U.S. Food and Drug Administration FDA Consumer magazine, July-August 2002 issue [online] (cited July 03, 2008) Available from http://www.fda.gov/FDAC/features/2002/402_h2o.html
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Drucker, PF (1995) The practice of management, Heinmann, London
Edwards, H (2007) ‘Don’t buy bottled water, activists urge’, The Sydney Morning Herald, June 26 issue [online] (cited July 03, 2008) Available from http://www.smh.com.au/
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McLaren, D (2008) ‘BOTTLED WATER – Time to turn back to the tap?’ Tuesday’s Globe and Mail, April 22 [online] (cited July 03, 2008) Available from http://www.theglobeandmail.com/servlet/story/RTGAM.20080422.green-water0422/BNStory/greensolutions/
Nickols, F (2006) ‘Change Management 101: A Primer’, Distance Consulting [online] (cited July 03, 2008) Available from http://home.att.net/~nickols/change.htm
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