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Surviving and adapting to disruptive change

05/16/2023

4 min

In this video, Laurie Ann Underwood speaks about a recent case study she has published on the topic of managing change in disruptive times.

She talks about the experience of a company called Izivat, which was set to launch a new app for Chinese travelers coming to France just as the Covid pandemic hit early in 2020.

Different types of disruptive change

She discusses how the company managed to innovate and adapt its strategy and shares three key takeaway learnings that she feels may be valuable for organizations facing different types of disruptive change.

The three takeaway messages she highlights relate to: brainstorming worst-case scenarios in advance; addressing employee morale; and frequent, two-way internal communications.

The full case study is published in the China Business Casebook edited by John Storm and John Wilson and published by Ethics International Press.

Laurie Ann Underwood is an American marketing and communications expert. She has co-authored 3 books on doing business in China, including: “China CEO II” (Wiley & Co, 2020). She also contributed a case study on change management to “The China Business Casebook ” (Ethics International Press, 2023), is a researcher for the annual “ESG Whitepaper” (China Europe International Business School – CEIBS), and volunteers at Asian University for Women. Her research focuses on cross-cultural management and sustainable marketing.