Theoretical Understanding

5D Analysis of D2 Company

Table of Contents

Introduction 3

Theoretical Understanding of Appreciative Inquiry (AI) 5D Framework 3

Definition and Discovery 5

Dream and Design 9

Destiny and Conclusion 11

Reference 13

Introduction

Appreciative Inquiry (AI) model has been emerged as one of the coveted topic among organizational development (OD) researchers and supporters of change management. Bushe and Marshak (2009) have pointed out that Appreciative Inquiry (AI) 5D framework was one of the most important post-Lewinian Organization Development theory. The model can be classified as the proliferation of dialogic OD intervention. In the first part of this essay, the study will develop theoretical model for Appreciative Inquiry (AI) 5D framework in order to create the silhouette to address the pertinent issues mentioned in the case study of D2 which is a French auto manufacturer.

Theoretical Understanding of Appreciative Inquiry (AI) 5D Framework

In 1987, David Cooperrider, who is considered as the founder of Appreciative Inquiry (AI) has pointed out that the proposed model can be viewed as the philosophical approach rather than technical process to incorporate change management (Cooperrider & Srivastva, 1987). 15 years later, the scholar has come up with 5D framework which can be used to manage and direct change process (Cooperrider et al, 2008 and Cooperrider and Whitney, 2001). According to the argument presented by Cooperrider et al (2008), it can be said that AI is a multidimensional model which can viewed from both organizational and social perspective. Five dimensions of AI model can be briefed in the following manner.

Definition (D1)

This is the first phase of AI process. In this phase, organizations try to understand what are the underlying issues in the current business process that need immediate attention of management? Management create a flow map of the pertinent elements which is creating problem in the existing business process and need to be enquired externally.

Discovery (D2)

This is the second phase of AI process. Cooperrider and Srivastva (1987) have defined discovery as the identification of object concern in the enquiry. In simple words, discovery signifies the urge or the need for changing the existing system and implements a new one. Ludema et al (2003) have called the discovery phase of AI as the "positive core" where organizations assess the need for change on the basis of its strategic capabilities. For example, if French automaker D2 wants to inquire about how to decrease cost of production then they should first identify what are their existing resource capabilities to undergo the change process and decrease the cost of production.

Dream (D3)

In this phase, participant in the change process are asked to imagine about the best possible solution which can help the organization to address the concerns in the enquiry in successful manner. Imagining the organization at its best will help the change agents to align their action with objective of the change process. Identification of a common system of aspiration among organizational members is the key mantra in the dream phase. For example, French automaker D2 should use symbolic expressions such as graphs, charts, written mission statement etc for helping organizational members to dream about the ideal situation.

Design (D4)

In the initial stage of the evolution of the AI concept, David Cooperrider has called design as the "provocative propositions" for enquiry process. After placing a common dream among the stakeholders in the change process, organizations ask the participants to develop a concrete proposal which has the potential to bring the change. Mohr et al (2003) and Watkins et al (2011) have pointed out that, organizations should categorize the change proposal into minor elements context to their applications and potentials. Forming groups might help companies to implement the intervention in strategic and systematic manner. For example, if French automaker D2 wants to implement the change process to achieve the state which has been desired commonly by organizational members then it should create a process map and implementation schedule to make this happen.

Delivery/Destiny (D5)

David Cooperrider has named the fifth vertical of AI model as the delivery process but in later stage, the scholar changed the name to destiny. Although, there is no fundamental collision between the delivery phase of traditional change management process and destiny of AI approach. There is least amount of consensus exist among the AI advocates about using the term destiny to measurable event. In destiny phase, organizations try to understand the limitations and deficiencies that are associated with proposed intervention model and formulate solution which can reduce the magnitude of such limitations. For example, if French automaker D2 identifies some flaws in the proposed design then they should use the gap analysis or establish new targets to eradicate these flaws.

After highlighting the theoretical assumptions behind Appreciative Inquiry (AI) 5D framework, the study will try to use this model in order to answer the pertinent issues regarding the strategic change initiative of the French car components manufacturing company which has been referred as D2. The following section will also try to solve the case study by using the concept of strategic change management, environmental drivers for change, resistance to change and leadership style.

Definition and Discovery

Careful analysis of the D2 case study reveals that environmental pressure has forced them to think about strategic change management. For example, prior to economic recession the French auto maker has maintained a competitive business portfolio but the situation gets worsened after the economic meltdown which has caused inequality in demand supply equation. In such context, auto makers using low cost countries such as India and China (doe to cheap labour force and low cost raw materials) as the manufacturing are able to offer cars at competitive price to customers whose spending capacity has been reduced after the economic meltdown. On the other hand, D2 has the manufacturing