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Services Marketing Case Studies|Case Study

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Services Marketing, Consumer Behaviour, Marketing Research, Brand Marketing Communication Strategies Case Studies , Marketing, IBSCDC, IBSCDC, Case Development Centre, Case Studies in Management, Finance, Marketing, Leadership, Entrepreneurship, Strategy, Industry Analysis, Economics, Government & Business, International Trade, Technology, Monetary Policy, HRM, Human Resource Management, Investment & Banking, Competitive Strategies, Core Competency, Corporate Strategies, Innovation Management, Mergers & Acquisitions, Succession Planning, Teaching Notes, Structured Assignments, Case Study, Multimedia Case Studies, Management Cases, Leading Business Schools, Universities, Consulting Houses, ecch, ECCH, IBS-Case Development Centre is set-up in 2004 to promote quality research in business management. Icfai Business School Case Development Centre has developed over 1100 world-class case studies.

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Services Marketing Case Studies|Case Study

  1. 1. Coach Carter: The Change Agent Change Management: The Ken Carter Way How to bring about change in the most unlikely of situations? Ask Coach Carter. In the movie titled Coach Carter, Samuel L. Jackson plays the role of Coach Carter. Carter successfully ran a sports goods store in the neighbourhood of Richmond. He was an alumnus of Richmond High School where he was a star basket ball player during the 1970s. However, when Carter was offered the job, he was disappointed to learn that the basketball team of Richmond High was poor at the sport and was quite indisciplined. Carter accepted the job of coaching the team with a vision of ensuring a good future for the players through the medium of basketball. In keeping with his vision, he made it mandatory for the players to sign a contract if they wanted to be a part of the team. Among others, the contract required the players to show a minimum stipulated academic performance. When the players failed to do well academically, Carter locked the gym and debarred the players from playing despite their good performance in the basketball tournaments. In the neighbourhood of Richmond, the youth were prone to violence. The culture of going to Junior College after schooling was not quite popular there. Carter envisaged that a combination of good basketball and academic performance could help the boys win college scholarships. With this strategy, Carter wanted to effect change in a small group of people – the basketball players of Richmond High School. However, his proposals were not acceptable to any body. Especially after the lockout, there was widespread resentment from the players, the teachers, the parents and the local populace of Richmond and everything was captured by the media. However, Carter did not give up and he stuck to his stand. The turn of events was such that the lockout ended and Carter decided to quit as the coach of the basketball team of Richmond High School. However, Carter had been able to change the mindset of the students. They comprehended his vision and went all out to achieve what Carter had envisaged for them. While the movie ended on a happy note, the strategies of Carter were debatable. In an effort to bring out change, Carter used extreme measures such as rigorous punishments, a strict code of conduct and ultimately the lockout. © IBSCDC, 2010 www.ibscdc.org 1
  2. 2. Coach Carter: The Change Agent From the perspective of business, can such extreme measures be used to bring out change in teams, departments or even organisations? May be yes and may be no. Carter must have used extreme measures because his task seemed to be herculean. Going by the state of the basket ball team of Richmond High School, may be Carter knew that change would be impossible without the use of extreme measures. Also, he was quite passionate about his vision. Thus, if a team, a department or an organisation is confronted with a situation similar to the one depicted in the movie, extreme measures to effect change are justifiable. However, how to effect change shall depend on several other aspects as well. These include the personality of the leader or the change agent, the relationship between the leader and his team, the organisational culture, etc. Nevertheless, the strategies and tactics of Carter in effecting change speak oodles about his qualities as a leader. Not only did Carter coach the players, he even counselled them individually and proved to be their mentor. Despite the lockout being ended against his wishes, Carter ultimately proved to be an efficient change agent as he was able to achieve his vision of transforming the lives of a small group of young men through the medium of basketball. Vandana Jayakumar ©IBSCDC www.ibscdc.org 2