Employee Resistance to Change: Is it the Message or the Messenger?

The case revolves around a change initiative introduced in the Indian division of a US-based organization operating in the field of building and composite glass materials. The case has been written from the perspective of Sreenath, who has recently joined as the country head, and has identified a four-point change agenda as part of his aggressive growth strategy. These changes pertain to shift in market focus, revised annual targets, reorganization of the sales and marketing vertical and revised compensation structure with increase in variable pay. However, Sreenath's communication with his team regarding the changes indicates that he is likely to face resistance during change implementation.