Analysis of Kurt Lewin change model on performance of Kenya broadcasting corporation

Abstract

The Kenya Broadcasting Corporation (KBC), like many organizations, faces the challenge of adapting to a dynamic environment. To enhance its performance, KBC has implemented various strategies, including sustainable programs. However, intense competition from other licensed stations, such as Citizen TV, KTN News, KTN Home, NTV, K24, and TV47, has impacted KBC‘s performance. Over the years, KBC has transitioned from being a top media house to a struggling station. Change, according to Elrod and Tippet, is a three-step process that begins with unfreezing the existing behavior, moves on to the new behavior, and then freezes the new behavior During freezing stage, organization must prepare its team members to accept the need for change. Managers and leaders play a crucial role in crafting a compelling narrative that explains why the current way of doing things is no longer effective. Once unfreezing, then can move into the transition phase where it can adjust its processes, approaches, and strategies. In the freezing, organization needs to ensure that the changes become ingrained in the organization‘s culture and practices. This study investigated the influence of Kurt Lewin‘s Change Management Model on KBC‘s performance. Lewin‘s model, which comprises three stages—Unfreeze, Change, and Refreeze—provides a structured approach to managing organizational change. The study was informed on the basis of Kurt Lewin change management model, Mckinsey 7s model, ADKAR change management model, Kotter‘s Eight -step change model, kubler-Rose change curve and Nudge theory. For this study, a descriptive research design was adopted. The sample population consisted of 132 employees who work for the Organization. The census approach was used to conduct the sampling. Self-administration of questionnaires served as the primary method of data collection. Presentation was done using tables, figures and charts. The overall implication of the study shows that Refreezing, transition and freezing are currently being used by KBC to improve improving KBC‘s operational efficiency and effectiveness and hence performance. Major conclusion was that the departmental heads at KBC (Kenya Broadcasting Corporation) generally agree that the process of ―unfreezing, transition and freezing‖ (disrupting existing routines and mindsets) which has a positive impact on KBC‘s performance to a great extent. The study recommended that Training and Communication: KBC should invest in training programs and effective communication strategies to ensure that employees understand and embrace the unfreezing process. Monitoring and Evaluation: Regularly monitor the impact of unfreezing initiatives on performance metrics and adjust strategies accordingly. Leadership Alignment: Ensure alignment between departmental heads and KBC leaders in communicating the importance of unfreezing.