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1 Assignment 2: Case Analysis Assignment instructions • Word Limit: 1 75 0 to 20 00 words • Should use APA format. • Use at least 5 external academic and relevant non -academic references to support your case analysis. • Academic references must be published after 2010 . • Make any assumptions that will help you improve the analysis in your essay. Ethics Lesson s of NewWest Telecommunications In 20 21 NewWest Telecommunications decided it was not doing enough cross -selling . Cross -selling means getting customers who use one service, such as mobile service , to use other services, such as home internet or cable TV . There is nothing wrong with cross -selling – all telecommunication co mpanies do it. NewWest developed a specific strategy to encourage cross -selling, which was to involve its employees in telling customers about other products and services. In order to encourage employees to support the program, NewWest employed the traditi onal strategy of providing incentives to employees who succeeded at cross -selling. This is where everything went wrong. Employees not only responded to these incentives by cross -selling, they actually created fake accounts in the names of existing NewWest Telecommunications ’ customers. Some customers figured this out, but many didn’t and ended up paying fees on accounts they didn’t even know they had. The problem was huge. In attempting to correct the problem the company fired 12 00 employees and lost its highly respected CE O. NewWest made a number of mistakes including not publicly acknowledging the problem soon enough and not having adequate controls to detect the fake accounts. But what is unique about this problem is that so many employees (Hundreds ) were involved in the wrongdoing . Unlike many corporate crises, this was not one or two corrupt employees in an otherwise healthy organization. This was plain wrongdoing on a massive scale. Discussion Questions 1. Using the ADKAR change management model, explain why the new cross selling process failed? 2. Using Kotter’s 8 -step change management model, explain what the new CEO should do to fix this critical situation?