To his surprise, Jose was recently assigned to an important…
To his surprise, Jose was recently assigned to an important advertising campaign for the firm’s new client. Although he studied advertising and public relations in college (20+ years ago), he has not engaged in any advertising campaigns or projects since college. Instead, he has been serving as the lead campus recruitment manager, including overseeing the firm’s internship program. Because Jose lacks knowledge of the current trends in advertising, and he does not have time to necessarily get up to speed, he fears he might ruin the advertisement and create a bad name for the company. Considering the major reasons that employees resist change, Jose is resisting this change due to the prospect of having to learn something new (or having to relearn something). This situation illustrates fear of loss.