Managing resistance to strategic change in the dairy industry in Kenya: a case of Githunguri Dairy Farmers Cooperative Society Limited

Abstract

Resistance to change is a complex issue facing management in the dynamic and ever evolving organizations of today. It can lead to the failure of many well-intended and well-conceived efforts to initiate change within organizations. Managers and change agents need to be adept at understanding and managing the phenomenon. The dairy sector is experiencing substantive growth and as such a lot of change is inevitable especially as a result of the increased competition. The industry in Kenya has been faced with several challenges ranging from economic, technological, legal and social coupled with stiff competition among milk processors. Githunguri Dairy Farmers Cooperative Society is no exception. In response to these challenges the society has undergone major strategic changes that involved change of management/leadership; increase in product range processed and marketed, improvement and expansion of services to members e.g. From 15 stores in 1999 to 47 stores currently. The study aimed at determining the forms of resistance, the factors that cause resistance and identifying how resistance to strategic change at GDFCS Ltd was managed. The study was modeled on a case study design. The primary data was mainly qualitative in nature and was gathered using the interview guides on the company’s administrative staff. Content analysis technique was used to analyze the data collected. The study establishes that GDFCS Ltd has been able minimize resistance to change by adopting various strategies which include: education and communication, facilitation and support, negotiation and agreement and also by offering financial benefits to the employees. The researcher recommends that in order to remain competitive in the market and remain profitable in the current business environment where strategic change is inevitable, GDFCS Ltd should introduce change in every aspect of its undertaking. The study also recommends that the GDFCS Ltd management should dedicate more funds and develop better policies that are geared towards promoting change in the company like rewards and promotions for the people who pioneer change.