MA OD Intergrp 3 Party Interventions

8/12/2019 MA OD Intergrp 3 Party Interventions

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Intergroup & third party peacemaking

interventions

- Yogesh Kamath


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Premium cars 2011 - BMW

Brand PositioningThe luxury car brand targets younger customers. Often

self-driven, it lays thrust on speed and emphasises on

driving as pleasure. Its advertising campaigns often show

the car being driven around. Its tagline is "joy forever".

India Strategy

Within 4 years unseated Mercedes, market share - 9% in 2006 & 42%

in 2011.

Appealing to the younger buyers (average age 40 years).

Starts with X123.7 lkh, now Mini with 24 lkh range.

Production plant in Chennai. MScreating touch points - professional golf tournaments, wine

tasting sessions and events with fashion designers.

Dealer network to touch 60 by 2015, 80% cars financed by BMW

Finance, recently launched Certified used-car business


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Premium cars 2011- Audi

Brand PositioningTargets young buyers who love to drive. The car

emphasises design and style rather than speed. Positioned

as a well-engineered stylish car, its tagline is 'Vorsprung

durch Technik' in German, meaning 'Lead by Technology'.

India Strategy

By 2015, Audi says it will be the largest luxury car seller in India as

well as the world. Currently they have a marketshare of around 20%

but they are the fastest growing luxury car company among the

three.

Audi is also looking to launch more volume models by 2013, hoping

to sell a minimum of 50,000 cars by 2020 (5,511 in 2011). It is part of the bigger Volkswagen Group which has and is investing

big sums on plant and infrastructure in India.

In China Audi leads because of its first mover advantage, localisation

and good adaptation to the local market. Now it is getting its India

act together with at least one "heavy-hitting" launch every year,

starting with Q3 this year.


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Premium cars 2011- Mercedes-Benz

Brand PositioningA symbol of power. The ultimate car for those who have

arrived and is almost always chauffeur driven. The brand

symbolises social status with the tagline "The best or

nothing"

India Strategy

This is the oldest and the best luxury car India has known.

Mercedes is now reorienting its India strategy to target the youth. The

company is working on its model line-ups, marketing and brand

positioning to keep them aligned. For example, It is now closely

associated with F1 in India.

It is planning to invest Rs 350 crore to introduce new small and

compact cars in India by 2015.

Plans to introduce 10 new global cars in India like its SUVs ML, GL and

GLC-Class.

Hoping to sell around 55,000-60,000 cars (from current 7,430) by

2020 to regain its top slot in India.


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Mercedes turnaround


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Intergroup & third party peacemaking interventions

When there is conflict among groups each groups describes the other

in terms of negative stereotypes.

Interaction and communication between the groups decreases.

The atmosphere at the workplace is full of conflicts and

misunderstanding.

So two question arises..

How can we implement conflict-reducing mechanism?

How do we begin?


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Intergroup Team-Building Interventions

The focus of this team building group of OD is on improving

intergroup relations.

OD methods provide ways of increasing intergroup co-

opertion and communication.

Blake,Shepherd and Mouton has developed activities

applicable to stressed situations in the forms of steps.


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Steps

1. The leader of the two groups are asked if they want an ameliorative

mechanism for the solution.

2. If yes, the groups meet in separate rooms and build two lists.

3. The two groups come together to share each other the information on the

list.

4. Now the groups discuss the areas of disagreement and friction separately

and makes a list of priority issues which is usually much smaller than the

previous one.

5. The two groups come back together and share there list, after comparing it

they together list the issues which should be resolved. They set priorities

and together they take action for resolving the problem.

6. The groups or the leaders assess how the group are doing there action

plan. They follow up the intergroup team-building activity to monitor it.


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Third party peacemaking intervention- Waltons Approach

Walton has presented a statement of theory and practice for third-

party peace making interventions that is important in its own right

and important for its role in organization development.

Waltonsmethod has a lot in common with group interventions but it

is directed more towards, interpersonal conflict.

The basic feature of this third party peacemaking intervention is

Confrontationi.e. the two principals must be willing to confront the

fact that conflict exists and that it has consequences on the

effectiveness of the two parties involved.

The third party must know how, when and where to utilize

confrontation tactics that surface the conflict for examination.


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Waltons model for diagnosis of conflict situation

The model is based on four elements: The conflict issues.

Circumstances.

Conflict relevant acts.

The consequences of the conflict.

Apart from these four key elements of conflict diagnosis,it is also important to know and differentiate the

source of conflict.


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Sources of Conflict

Substantive Issues Emotional Issues

Involves disagreements over

policies and practices,

competitive bids for the

same resources and

differing conceptions of

roles and role relationships.

Require problem-solving

and bargaining behaviors

between the principals.

Involves negative feelings

between the parties(e.g.,

anger, distrust, scorn,

resentment, fear, rejection).

Requires restructuring

perceptions and working

through negative feelings.


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Waltons outline for productive confrontation(process of addressing

conflict)

Mutual positive motivation.

Balance of power.

Synchronization of confrontation efforts.

Differentiation and integration of different phases of the

intervention must be well paced.

Conditions that promote openness should be created.

Reliable communicative signals.

Optimum tension in the situation .


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Set of activities in which host group receives feedback

about how it is perceived and regarded from reps across

organization

Intended to improve intergroup relationships

Different from inter-group team building intervention.

Organizational Mirroring


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Process

1. Host group asks key reps from interface group (customer-suppliergroups) to meet and provide feedback

2. Pre- and post interviews by consultant to identify magnitude of issue(s),

prep participants and answer their questions

3. At the actual session:

a) Opening remarks by manger of host group to set tone

b) Guests use fishbowl discussion to maintain natural flow; hosts listen

c) Hosts fishbowl discuss, ask for clarification from guests

d) Subgroups of guests and hosts form to identify most important

changes host group needs to make

e) Reconvene in large group to hear summaries of each sub group and

form master task list

f) Action planning, tasks, responsible parties, completion dates

established and agreed, concluding mirroring session

g) Follow-up meeting to assess and review progress


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PARTNERING

Used in situations where two or more entities are likely to incur

unnecessary conflict and/or cost overruns.

A variation of team building and strategic planning

Objective is to form an effective problem finding/problem solving

management team composed of personnel from both the parties,

thus creating a single culture with one set of goals and objectives for

the project.

Ideally, partnering involves all the functions in the project, including

engineering and design, site management, and home office support.


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concluding comments

Intergroup team building , third party peacemaking, the organization

mirror and partnering are four major interventions that have been

developed to improve intergroup and interpersonal relations.

All these reduce intergroup and interpersonal conflict and improve

relationships.


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Thank You

Documents

MA OD Intergrp 3 Party Interventions