Senior executives at a large retail organization want employees to become more customer-friendly. Employees think they are serving customers well enough and the company is a dominant player in the market. What should the executives do to create an urgency to change in this situation?

A. Introduce punishments for employees who do not become more customer-friendly.
B. Stop trying to convince employees that they should change their behavior and use other strategies to gain market share.
C. Inform employees about the driving forces in the external environment indicating that the┬ácompany’s dominant position will be threatened unless they become more customer-friendly.
D. Keep pushing employees to change even though they don’t see the need to change and attempt to replace the existing change agent.