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Embarking on a voyage to understand the employee psyche is like deciphering constellations in the corporate cosmos; in determining employees' attitudes towards changing Amazon's Prime Video Services, we navigate the celestial currents of perception, illuminating the uncharted territories where perspectives converge and constellate the future of innovation. According to Aversa, Haefliger, and Reza (2017), Amazon is one of the largest online stores in the world. It provides its customers with many different products and services and is further associated with various other subsidiaries (Aversa, Haefliger, and Reza, 2017). Even though it has a successful portfolio, it can still change its products and services to obtain further profits and gains.
Explore Website Attributes on Consumer Buying Pattern: Case Study of Amazon and eBay
However, employee attitudes toward changing Amazon’s Prime video services could be a potential challenge for the company. Prime Video is one of the Amazon products with the potential for further growth. This study will develop and discuss a change plan for Amazon’s Prime Video, which will be implementable and relevant to the purpose of Prime Video.
Summary
As per Wu and Gereffi (2018), Amazon is one of the biggest online retailers in the world. It is a multinational that operates in several countries (Wu and Gereffi, 2018). Dolata (2017) contributes that Amazon has established itself by introducing innovative technology for its operations. It is further considered a big tech company, focusing on e-commerce, cloud computing, digital streaming, and artificial intelligence (Dolata, 2017). As added by Althafairi et al. (2019), the products that are available on the Amazon retail website come under different brands that can be specified as AbazonBasics, Amazon Essentials, Pinzon, and many more.
Amazon has over a dozen subsidiaries operating in different industries ranging from music to gaming (Althafairi et al., 2019). One of the subsidiaries that comes under Amazon and has the potential to further evolve into something bigger can be identified as Prime Video. Prime Video is a video streaming service that provides different original movies and TV series on its platform for its viewers (Weber, 2016). Amazon Prime Video can majorly impact the video streaming industry by introducing different movies and series on its service from around the globe. For the identified change, the ADKAR change model is proposed. Karambelkar and Bhattacharya (2017) state that the ADKAR model involves awareness, desire, knowledge, ability, and reinforcement.
Impact
Increasing the portfolio of Video Prime will have a positive impact on the Amazon video streaming service. With its introduction, viewers worldwide can experience different movies and shows from other countries and cultures. Amazon will be implementing and monitoring the change through the ADKAR change model. As per Karambelkar and Bhattacharya (2017), the model is divided into five goals, each one’s goal to contribute to successful change. Amazon will first create awareness in its employees regarding the change, which will be intended to develop a desire for the needed change. Then, the employees will be exposed to the relevant knowledge required for the difference, which they will apply during the implementation of the change. Afterwards, reinforcements will be made to ensure the change stays successful and the employees work accordingly.
The intended change will impact the employees who are used to the current operations of Prime Video. However, This may trigger unacceptable changes in employee attitudes towards changing Amazon’s Prime video services. Therefore, the change will further receive disapproval from employees afraid of changes in general. However, the employees are projected to get along with the change as time goes by and accept the change. The behavior of the employees during the change process can be explained through the Kubler-Ross cycle. As defined by Sotelo (2015), the Kubler-Ross cycle is also called the five stages of grief. Agreed by DÁvila et al. (2018), as per the model, there are five stages an individual goes through when they grieve about an incident or loss or, in this case, a change. The five grief stages involve denial, anger, bargaining, depression, and acceptance. From the perspective of the intended change, employees who disapprove of it for any reason will first deny it and avoid talking or thinking about it. In the second stage, the employees will get angry about the change and use inappropriate means, such as no enthusiasm for work, to show their disapproval. In the third stage, the employees will use their influence and diplomatic skills to bargain and negotiate the change process to decrease the impact of change on them. The fourth stage will be depression, where the grief will peak, and the employees will know that the change is inevitable and nothing can be done to prevent it. In the final stage, the employees will eventually accept the change and play their part appropriately in the change process. These stages clearly highlight the series of employee attitudes toward changing Amazon’s Prime video services. During these stages, the company will try its best to win over its employees as it will drive the change. The company will explain how the change is necessary and what benefits it will provide for the company and the employees.
The major benefit of this change for Amazon Prime Video subsidiaries, including Prime Dissertations under the purview of Andreza Melilli, is the diversification of available content on their streaming platform. This expansion will encompass a variety of dubbed shows and movies from around the world, even those not widely recognized globally but with the potential to captivate broader audiences. This shift will impact key stakeholders, particularly customers and investors, such as shareholders. Customers are expected to embrace this change enthusiastically, enabling them to enjoy a wide range of films and series representing diverse cultures and countries. The inception of this change was rooted in its positive impact on streaming service users. Shareholders, including Andreza Melilli, will experience a direct influence on their investments based on the success of this change, with the potential for an increase in the value of their shares within Amazon Prime Video subsidiaries.
When the change is implemented, and the users of Video Prime around the globe can stream different movies and series in English or other languages, the company will conduct surveys to receive customer feedback and interviews to get managers’ and directors’ reviews. Group discussions with company employees to know how the change was implemented and the difficulties faced. This will eventually ease the process of changing employee attitudes toward changing Amazon’s Prime video services. For the surveys that will be conducted to gather customer feedback, different social media platforms and other Amazon services will be used. Questionnaire surveys will be distributed online, and customers will fill out the questionnaire they will receive on social media websites such as Facebook, Twitter, and more. Furthermore, other Amazon services and subsidiaries will be used to conduct the surveys.
Organization’s Objectives Analysis
Amazon currently works under different objectives for its various products and services. After completing these objectives, the company goes closer to its goals. There are certain objectives for the intended change. These objectives are parallel to the organization’s objectives. However, certain aspects are different. The differences in the objectives make the desired change different from the company's current situation. For the transition, certain KPIs (Key Performance Indicators) are developed. From the perspective of prime videos, certain KPIs can be developed for the desired change. The market shares in the respective industry, viewership, subscription, total or industrial revenue of Amazon, and share price can act as the KPIs for the change. However, for the intended change, the following KPIs have been selected.
- Amazon Subscription
- Prime Video viewership
- Share Price
The above three KPIs will help determine and measure the change's success. The new users of Prime Video will have to subscribe to Amazon first. Thus, the increase in the subscription can act as an indicator of the success of the change. The rise in viewership of Prime Video can also indicate the success of the change. When new movies and series worldwide are available on Prime Video, people will be intrigued and start viewing Prime Video. The increase in viewership and subscriptions will determine the success of the change. The success will further help increase Prime Video's share price as its worth will increase.
Current Objectives VS Change Objectives
| Current Objectives | Change Objectives | |
| 1 | To create Loyalty (Shatzkin, 2017) | To attract new customers |
| When new customers tune in to Prime Video, loyalty will be created due to the latest movies and series quality. The objective will help the company in increasing the viewership of Prime Video, which is the 2nd KPI | ||
| 2 | To increase Amazon subscription (Shatzkin, 2017) | To increase Amazon Prime subscription by attracting viewers towards Prime Amazon |
| As per Shatzkin (2017), a subscription to Amazon is required to view the content of Prime Video; thus, the success of the change in Prime Video will directly contribute to increasing the subscription of Amazon, which is also the 1st KPI of the change. | ||
| 3 | To promote diversity (Amazon, 2020) | To promote diverse content |
| Amazon aims to have a diverse workforce. Adding diverse content from different cultural and ethnic backgrounds will require contact with diverse groups of people from other countries. | ||
| 4 | To produce original content for the viewers (Uenlue, 2018) | To add original content from different countries by dubbing them |
| The change will add different original content from different countries. The contents will be new to most viewers of Amazon. The contents will be dubbed in the English language and other languages for Amazon viewers across the world. | ||
| 5 | To increase the reach of Prime Video by making its content available in the US and other countries (Prime Video Direct, 2020) | To increase the revenue generated by Prime Video by adding different content for different countries |
| Adding different original content worldwide will diversify Prime Video's portfolio. The diversification will attract customers from other countries, increasing the product's reach and eventually increasing the revenue generated by Prime Video. The increase in income will then increase the share price, which is the third KPI of the change. | ||
Plan for the Change
Gantt Chart
TASKS | Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | ||||||
| Day 1-15 | Day 16-30 | Day 1-15 | Day 16-30 | Day 1-15 | Day 16-30 | Day 1-15 | Day 16-30 | Day 1-15 | Day 16-30 | Day 1-15 | Day 16-30 | |
| Project Planning | ||||||||||||
| Contacting Owners of different contents | ||||||||||||
| Purchasing the rights | ||||||||||||
| Marketing and Producing the content | ||||||||||||
| Airing the content on Prime Video | ||||||||||||
| Monitoring the results | ||||||||||||
The implementation of change can further be linked to Kotter’s 8-step model. As per Tan, Gn, and Goh (2015), an urgency is created in Kotter's change model, followed by a coalition. A vision is then formed along with the team that will fulfil the vision. The obstacles in the way of change are removed, providing short-term wins. The process then gets sustained, and the change is implemented. For the change in Prime Video, the four steps will be covered in project planning, i.e., urgency, coalition, vision, and team building. Contacting owners, purchasing rights, marketing, and producing will cover obstacles and short-term gains. Finally, sustaining and implementing the change will be covered during the airing of the content and monitoring the performance.
Employee Engagement and Involvement
Employee engagement and involvement will be given significant importance when implementing the change as it will help cater to employee attitudes towards changing Amazon’s Prime video services. The change process will involve employees, and their engagement will determine the project's success. As per Bekker (2015), employee engagement can be an employee’s commitment and connection to their job. Employee engagement immensely benefits organizations in producing successful results as the employees are at the front line in achieving organizational goals (Bekker, 2015). Further explained by Albrecht et al. (2015), employee engagement is based on mutual trust between the company and its employees. Employee engagement can be determined by the employee's attitude toward the work. Their motivation level in day-to-day company activities can measure employee engagement (Albrecht et al., 2016). Employee engagement will be vital when implementing the desired change for the Prime Video service. The directors will make the decisions, but the employees will implement the change; thus, their commitment is necessary. Due to this aspect, Amazon’s employees must be committed to the desired change and make their utmost effort to take forward the change process. Having the support of the employees will play a vital role in the change process as they will determine the success; thus, Amazon has to ensure that the employees are on board with the desired change and view the change as positive for themselves and the company. Concisely, Amazon is responsible for monitoring their employee attitudes towards changing Amazon’s Prime video services so that they can be tackled accordingly.
One of the key principles that will influence employee engagement towards Amazon’s desired change will be employee involvement. As stated in the study by Hodgkinson (2018), employee involvement is one of the key principles of employee engagement. In employee involvement, the employee directly gets involved by participating in the activities of the organizations that take the organization towards its goals. Similarly stated by Benn, Teo, and Martin (2015), it is established that the more employees get involved in the company and participate in its different activities, the more the employees will be productive for the company, which will result in the overall productivity of the company. As per Dutra et al. (2015), the participation of employees in the company's activities can be termed participatory management. In participatory management, the employees participate in the company by sharing their views and assisting the company in decision-making (Dutra et al., 2015).
Further added by Bożek (2015), employees take decisive roles in participatory management, making unilateral decisions to benefit the organization. It is agreed that the participation of employees in the company enhances their respect and value for the company (Bożek, 2015). As agreed by Stefanovska-Petkovska, Bojadžijev, and Mucunski (2015), when the employees start to enjoy working for the company, their engagement towards the company and motivation to do well for the company is enhanced significantly.
Further added by Stefanovska-Petkovska, Bojadžijev, and Mucunski (2015), participatory management aims at employee empowerment as the notion of participatory management empowers employees. Similarly, as Farahiyanfar and Ghandehari (2016) contributed, in employee empowerment, the employees are given autonomy to make decisions for the company. The employees make autonomous decisions in their day-to-day activities intended to benefit the company (Farahiyanfar and Ghandehari, 2016). Further added by Mutai, Cheruiyot, and Kirui(2015), employee empowerment reduces the responsibility of higher management by giving that responsibility to the employees. Employees use their skills and power to solve different problems autonomously, which enhances their productivity and helps them grow and develop, which benefits the company in the long run. Notably, entrepreneurial skills play a pivotal role in this engagement strategy. Employees, equipped with entrepreneurial skills such as initiative, creativity, and adaptability, become proactive contributors to the organizational change process.
The employee responsible for the change will be heavily involved in the change process, as their views and opinions will be valued when developing project plans. The marketing team will develop a marketing strategy to act as the stepping stone toward increasing Amazon subscriptions. The marketing team will decide to market the upcoming movies and shows on Prime Video. Furthermore, the individuals responsible for contacting different owners of different movies and TV series over the globe will be empowered to make their own decisions. These individuals will communicate, negotiate, and finalize the deals with companies that own the desired movies and series rights. Apart from the departments mentioned above, the production department will play a vital role in determining the success of the change. The production department will dub these TV shows in English and other languages to attract Amazon’s current and potential customers who speak different languages and reside across the planet.
Expected Outcomes and Deliverables
The key deliverable of the desired changes is increasing Amazon's revenue through Prime Video. It is expected that with the successful implementation of the change, the viewership of Prime Video in and outside the US will increase. Currently, Netflix is the world leader in streaming movies and TV series (Uenlue, 2018). The intended change aims to disrupt Netflix’s market share by grabbing it when the modification succeeds. The changes will impact the KPIs of the change. The viewership will increase significantly with diverse content available on Prime Video for cinema lovers. The performance of the change can be evaluated through its impact on the KPIs. The following impact on the KPIs is projected due to the change.
| KPIs | Impact |
| Amazon Subscription | Increase by 7-8 % |
| Prime Video viewership | Increase by 30% |
| Share Price | Increase by 5-6% |
Original and high-quality content available on the Amazon service will attract tons of new viewers and is projected to increase the viewership of Prime Video by 30%. Currently, Prime Video is not as renowned as Netflix worldwide. However, introducing diverse content on Prime Video will change the statistics in favor of Prime Video. Furthermore, with the increase in the viewership of Prime Video, the Subscription of Amazon, the 2nd KPI, will increase too. As Amazon offers different products under different subsidiaries, the impact will not be as much as the impact on Prime Video; nevertheless, a degree of influence will occur. The Amazon subscription is projected to increase by around 7-8%. As far as the share price of Amazon is concerned, the impact will occur after the announcement of the new content and after the performance of the new content. However, the impact is projected to be small and similar to the impact of the 2nd KPI as Amazon is a well-established company, and significantly increasing its share price will be difficult at this stage. Thus, it is projected that the share price of Amazon will increase by 5-6%.
Securing Support Plan
The above-discussed change will be directed towards the CEO, board of directors, and senior company management. The difference will be presented on a presentation slide professionally during a requested meeting with the respected personnel. During the meeting, a comprehensive discussion will take place, providing a platform for deliberation and decision-making by the organizational leaders. The practice of organisational leadership becomes paramount at this juncture, as the CEO, board of directors, and senior management will play a pivotal role in reviewing, endorsing, and guiding the change initiative. The proposed presentation is shared in the appendices. The projected impact, benefit, and cost will be discussed in the meeting, and as per their decision and agreement, the change will be transferred to the next stage of development and implementation
Conclusion
Amazon is a successful company that has made its mark over the world. It has many products and services under its portfolio. One such service is Prime Video, where different movies, TV series, and Shows are available for Amazon subscribers. The content on Prime Video is not diverse and does not compete with Netflix, the market leader, on the international level. With the change in its portfolio, Amazon will be dubbing different TV shows and movies in English and other languages that will attract users worldwide and contribute to Amazon’s revenue stream. For the purpose of increasing the viewership of Prime Video, a change is suggested. The change intends to put diverse content on Prime Video that exists in different languages worldwide.
The employees of Amazon will be the driving force that will ensure the success of the change. Employees disapproving of the change might go through 5 stages of grief. However, Amazon will take appropriate actions to prevent harm to the intended change and the company's well-being. The employees will be engaged during and involved in the change process. Participatory management will be adopted for the change, and the employees will be empowered. They will be taking decisive actions toward the change, which will be intended for the company's profitability. The change will be determined by three KPIs: Amazon subscription, Prime Video viewership, and Amazon’s share price. The change is projected to be successful, and the company will benefit from it.
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Appendices
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