Oprah’s Empire and Organizational Theory, Design and Change Essay

The Oprah Case was a brief view into the life of Oprah Winfrey and the empire she built. Born in Mississippi, Oprah had a gift for public speaking. She delved into journalism and landed her own day time TV show in Chicago. The broadcast television industry proved to be a wonderful source of revenue for Winfrey and here her empire began. Oprah then went into acting and found interest in producing. She founded Harpo, Inc. and began acquiring rights to film books. The Oprah Winfrey Show became a hit success propelling Oprah forward to be one of the world’s most influential people. She launched a website, oprah.com; a magazine, O, The Magazine; and began her own network, OWN. She organized several charitable organizations around the world and is recognized as the most generous celebrity as it relates to giving away her own money. There is a component in Emotional Intelligence by Travis Bradberry and Jean Greaves’ book that emphasizes the need for Self Awareness. With much o f Oprah Winfrey’s success being attributed to not compromising her beliefs for society, Oprah has to continuously guard against being mislead or possibly used by others. Although her intentions may be good, Oprah Winfrey’s tendency to be hard on herself if she neglects to reach success can cloud her talent to recognize her own efforts. There are three key indicators of Self-Awareness that Oprah Winfrey utilizes in order to maintain her public image and reputation. First, Oprah exudes self-confidence in order to effectively market anything that she endorses or supports. Because of this keen awareness of her self-worth, throughout any appearance, Oprah presents her viewers with a self-assurance which enables her to voice views that her followers can assess and take into consideration. Over the years, Oprah has become a beacon for making sound decisions despite the uncertainties and pressures of the media. Next, Oprah is aware of her strengths and limits, therefore, she is able to give an accurate self-assessment and accept candid feedback. Early on in her career she was able to learn that she was not able to operate as owner, president, and CEO. Knowing this, Oprah was able to profit more in the grand scheme of things because her limit was recognized and valued. As Tim Bennett acted as the President of Oprah’s Harpo Productions, he was able to give Oprah a new perspective and aid in her self-development with his expertise. Lastly, Oprah has a self-deprecating sense of humor that shows she doesn’t take herself too seriously. This is important in the candid feedback she receives from viewers, bloggers, and other forms of news. As a person in the media, Oprah is self-aware and realizes the need to trust yourself and not let negative energy hold you back from operating at your full potential. As a steward of her brand, it’s safe to say that Oprah Winfrey pays close attention to the quality of her message and products. Oprah Winfrey has a great gift of compassion, tenderness, and kindness. For balance, Oprah Winfrey promotes mature self-obedience, self-management, and personal responsibility. In doing this, Oprah utilized four core competencies to build her personal brand. First, she discovered what she wanted her brand to convey and laid out a development plan for herself, which included where she was presently and future goals. Oprah Winfrey is most successful because she was able to merge her passion of journalism with expertise. Next, Oprah created her brand by positioning herself as extraordinary in her niche of talk show hosting. The point of this is to tell her audience what she values and the benefits of watching her show. Besides tangible incentives, Oprah gives advice and offers community awareness through her many projects. Then, Oprah uses communication to allow her to gain the visibility to be looked to as a guru of opinions. Oprah attracted her viewers and followers by becoming accessible through forums, book clubs, mail, and social media. Lastly, Oprah has been able to maintain her brand through constant revisits and updates. Constantly Oprah goes back to everything she has created; her O magazine, OWN network, book club and everything that she has endorsed to refresh it with current information and maintain its reputation. The mission for The Oprah Winfrey Show was â€Å"to be a catalyst for the transformation in people’s lives.† In keeping with core competencies, the organization was able to continue to generate revenue by using the skills and abilities in value-creation activities that allowed all of the business subunits to achieve superior quality and consumer responsiveness. Because the mission was one of empowerment, Oprah’s team made sure that anything that was done supported that mission and by doing so it increased intrinsic value. Oprah’s following knew what to expect, they enjoyed it, and they kept coming back even bringing new consumers. Oprah was known to surround herself with high performing people. The business was demanding there were constant deadlines and long hours. Many were known to work from 15-17 hours in order to keep up. They had a code of excellence and anyone who could not meet that code did not last long. The type of environment that came from this fast-paced work style is in part related to the expansion strategy. Harpo was growing rapidly due to the corporate-level strategy. Oprah had harnessed a command in the daytime TV domain and used this base to expand into new media domains through related diversification. There are so many cultural differences such as diverse communication styles, different approaches to completing task and different attitudes toward conflict. As a leader within her brand and enterprise, Oprah has mastered the art of working around cultural differences and effectively coordinating outsourcing relationships. She has conquered working with different cultures by encouraging and rewarding creativity, creating a diverse workforce and educated staff and offering support while having fun. Oprah has also effectively coordinated outsourcing relationships with her many international projects, specifically her school in Africa. Benefits of outsourcing include higher performance, a better mitigation of risk and reduced confusion and wasted time. Oprah opened the Oprah Winfrey Leadership Academy for Girls in 2007 with the goal in mind of giving children who are less fortunate the chance to better themselves with a proper and suitable education. In order to effectively accomplish this goal, it was a mission of Oprah’s to have access and acquire the best talent. Oprah has been able to enjoy the benefits of outsourcing because of her quality commitment and reputation. Throughout Oprah’s career, several conflicts within her organization have risen. Although conflict is perceived negatively, some conflict is good for an organization. Conflict can be beneficial because it can overcome organizational inertia and lead to organizational learning and change. This is extremely evident when Oprah’s Book Club introduced A Million Little Pieces by James Frey to the public. This is a great example where Pondey’s Model of Organizational Conflict is illustrated. Latent Conflict, the first stage of this model, surfaced in 2005 when Oprah introduced this book. In several ways, the work was an unconventional choice for the Book Club where potential for conflict was at a high risk. The book was a classified as a memoir, not the ordinary book for the Book Club. Frey’s memoir, an account of his descent into alcohol and drug addiction, offered a graphic, unsparing look at the consequences of his illness and at the long, difficult road to recovery. It was the first contemporary piece of writing that Winfrey had selected for the Book Club in more than two seasons. The second stage, Perceived Conflict, happen on January 8, 2006. The investigative web site The Smoking Gun delivered a devastating blow to Frey’s insistences of authenticity. The site revealed numerous instances of exaggeration in A Million Little Pieces. This brought many aware of this conflict and people began to analyze it. The conflict escalated when Oprah battled against what was being said. She stated, â€Å"that the underlying message of redemption in James Frey’s memoir still resonates with me. And I know that it resonates with millions of other people who have read this book and will continue to read this book.† In the third stage of Pondey’s Model, conflict is felt. Investigative reports showed that he had exaggerated his criminal past to the point of fancy. But he had also distorted the stories of others, including two high-school classmates who died in a car crash in 1986. Marianne Sanders, the mother of one of the deceased, called Frey’s account â€Å"flat-out lies.† What began as a small problem had now escalated into a huge conflict. On January 26, 2006, these issues came to a head when the talk-show host brought Frey back onto her show. Winfrey confessed that the facts that had come out about Frey’s past since the scandal broke had caused her to revise her opinion of his work. â€Å"I feel duped,† Winfrey told Frey. â€Å"But more importantly, I feel that you betrayed millions of readers.† Conflict had manifested. This is demonstrated in the fourth stage. In the fifth and final stage, the aftermath of the conflict is present. Conflict is resol ved in a way that leaves subunits feeling combative or cooperative. In this case, Winfrey also apologized to viewers for her own role in supporting Frey’s actions and attitude toward self-representation. The truth, it turned out, mattered to many people. In the aftermath of the controversy, Nan A. Talese/Doubleday, the imprint that had published Frey’s book, also issued an apology. Winfrey’s response in particular, spurred a large-scale conversation among publishers, authors, and journalists about the state of nonfiction writing. Oprah used her power and ability to manipulate decision making. She uses two tactics that has led to her success. The first tactic she uses is her ability to control the agenda. Oprah si involved in the majority, if not all, departments and committees of her empire. She likes to be on and involved in these committees and departments so that she can control business decisions, especially if the issues affect how and when to change the organization’s strategy and structure. Bringing in an outside expert is the second tactic. The biggest mistake Oprah made in the beginning was that she did understand that she needed infrastructure and systems in order to run a business. And it wasn’t until 1994 that she actually brought in someone to be president and organize the systems. She described herself as a crazy person, trying to do it all. In 1994, Winfrey hired Tim Bennett to serve as Harpo’s president. 8. Infrastructure 9. Organizational Life Cycle Oprah has put up her $5.6 million Gold Coast Condo on the market, and moved to California to run her network OWN. Her condo that sits on top of a huge building in downtown Chicago can be rented for $15,000 a month. Rosie O’Donnell’s current OWN talk show was being taped at Harpo, but no longer. The Rosie O’Donnell show has been moved to New York. The move resulted in low ratings and the lack of obtaining special guest for the show. It was a constant challenge trying to get people to come to the show, so they decided to move to a location that was convenient for special guest. This was never a problem for Oprah. Therefore, Harpo Studios is dark and inactive. Possibilities of putting it up for sale to those buyers who want to have their own production facility, or to those who want to tear it down to build a high-rise building are beginning to surface. Despite struggles with OWN, Oprah.com is still successful. What’s next for Oprah? The future of the Oprah Empire is a topic that many people find may be threatened. Much of Oprah’s target market is the baby boomer middle class. With her target market aging and the culture of broadcast journalism changing, where does this leave Oprah? Oprah’s future relevance will heavily rely on the diversification of her current and future business developments. Currently worth $2.7 Billion, Oprah has plenty of cushion room to reinvest in new strategies or add to her current ventures. With the stability of her magazine and online presence, Oprah has made her name an international staple touching the homes of millions around the globe. Her integration of technology into her business model has transcended generations inviting the more tech savvy to join the ranks. The real question is about the future of OWN network. While it is experiencing difficulty now, expect it to make a transition into a network that is developing future leaders with the power of persuasion. In the future as Oprah ceases to have a world presence, her legacy will remain.