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Lewin Force Field Model
A clear guide to Lewin's force field analysis, covering driving forces, restraining forces and change decisions.
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Created by an experienced Head of Business and examiner
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KEY POINTS
Lewin's force field model compares forces for and against change.
Driving forces push change forward; restraining forces hold change back.
Managers can support change by strengthening drivers or reducing resistance.
The model is useful for judgement but can oversimplify complex change.
KEY DEFINITION
Force field analysis
Force field analysis is a change management model that weighs the driving forces for change against the restraining forces resisting change.
Main Explanation
Lewin's force field analysis is a change management model that helps managers assess whether a proposed change is likely to succeed. It is based on the idea that change is influenced by driving forces pushing the business towards change and restraining forces holding it back. The balance between these forces affects whether change is realistic, how difficult implementation may be and what managers need to do next.
Driving forces might include new technology, stronger competition, changing customer expectations, falling profits, regulation or a strategic need to improve efficiency. Restraining forces might include employee resistance, cost, lack of skills, disruption, cultural barriers or fear of job losses. The model encourages managers to identify these forces before acting, rather than assuming that a logical business case will automatically lead to successful change.
The practical value of the model is that it supports judgement and planning. Managers can try to strengthen driving forces, for example by explaining the benefits of change, creating urgency or showing evidence that current performance is weak. They can also reduce restraining forces, for example through training, consultation, communication, phased implementation or financial support. In many cases, reducing resistance may be more effective than simply increasing pressure.
A Level analysis should link the model to implementation. If restraining forces are strong, change may fail even if the strategic reason is sound. For example, introducing new technology may improve productivity in theory, but employees may resist if they lack training or fear redundancy. The model helps managers understand why communication, leadership and culture matter.
Evaluation is important because force field analysis is subjective. Managers may underestimate resistance, overestimate benefits or fail to recognise that forces change over time. The model is useful as a planning tool, but it does not guarantee successful change. The best judgement considers the strength of the forces, the quality of management action and whether the business can reduce resistance enough for change to be sustained.
✎ EXAMINER TIP
Do not just draw two sides. Explain how managers could strengthen driving forces or reduce restraining forces to make change more likely to succeed.
KEY FORMULAS(s)
Profit and Profitability Formulas
These key formulas help you calculate different profit measures and profitability ratios used in business.
Gross Profit
Gross profit = Revenue − Cost of sales
The profit made after deducting direct costs.
!
Remember: profit shows how much money has been made, while profitability shows how efficiently revenue is being turned into profit.
DATA TABLE
Income Statement for North Coast Coffee Ltd
This statement shows how revenue is converted into gross profit, operating profit and net profit.
Revenue
£250,000
Output
Fixed Costs
Variable Costs
Total Costs
Revenue
Profit / Loss
0 candles £1,200 £0 £1,200 £0 -£1,200
Net profit is the final profit remaining after all costs and expenses have been deducted from revenue.
WORKED EXAMPLE
Worked Example: North Coast Coffee
How many coffees must be sold to break even?
Fixed Costs
£1,800
equity + long-term debt
Break-even output = Fixed costs ÷ Contribution per unit
Contribution per unit = Selling price − Variable cost
£3.50 − £1.10 = £2.40
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Step 1: Calculate contribution
£3.50 − £1.10 = £2.40
Contribution per unit is the amount each coffee contributes towards fixed costs.
BREAK-EVEN OUTPUT:
750 coffees per month
EXAM TIP
Always explain what the number means for the business. Do not just calculate the break-even point.
Lewin Force Field Model: Forces For and Against Change
This diagram shows how driving forces and restraining forces influence whether change is likely to succeed.
APPLICATION
Currys
Currys provides a useful context for Lewin's force field model because consumer electronics retail has faced pressure from online competition, changing customer expectations and the need to combine stores, websites and services effectively. A proposed change, such as investing more heavily in online support, delivery, repair services or store technology, would have both driving and restraining forces.
Driving forces might include intense competition, customers expecting faster service, the need to improve convenience and the opportunity to use technology to raise productivity. Restraining forces could include the cost of new systems, staff resistance, training needs, disruption to store routines and uncertainty about whether customers will respond positively. Lewin's model helps managers avoid treating change as a simple decision. It encourages them to compare the strength of pressures for change with the barriers that could prevent implementation.
The judgement is that Currys would not just need to identify the forces; managers would need to act on them. This could mean strengthening driving forces through a clear vision and evidence, or reducing restraining forces through training, consultation and phased implementation.
This independent educational case study is not affiliated with, endorsed by or sponsored by Greggs plc. Any financial figures used alongside this example should be treated as simplified or hypothetical estimates created for teaching purposes.
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ANALYSIS
EXAM FOCUS
Analysis questions require you to examine a business concept or issue in detail, breaking it down into its component parts. You should explain how and why something happens and consider its impact on the business.
How to Approach Analysis Questions
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Identify the key issue or concept
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Break it down
3
Explain how and why
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Reach a reasoned conclusion
Read the question carefully and highlight the focus of the analysis.
Consider the different factors, causes or impacts related to the issue.
Provide clear explanations using business terms and links points to context.
Evaluate the overall implications for the business.
Example Analysis Question
North Coast Coffee is considering using break-even analysis before opening a second café.
Advantages
• Sales forecasts may be inaccurate.
• Assumes costs and revenue remain constant.
• External factors may reduce reliability.
• Ignores qualitative business factors.
Disadvantages
• Sales forecasts may be inaccurate.
• Assumes costs and revenue remain constant.
• External factors may reduce reliability.
• Ignores qualitative business factors.
Key Exam Tip
If you find it difficult to expand your answer and show the type of depth that an examiner is looking for in a top response, consider using the 'so what' approach.
Tesco carry out market research - so what? - this allows them to better understand customer needs - so what? as a result Tesco can provide goods more likely to sell - so what? - this will increase Tesco profit and ensure higher levels of customer satisfaction - so what? this means that customers are likely to become more loyal to Tesco.
Avoid These Exam Traps
Students often lose marks on calculation and analysis questions by making these mistakes. Watch out for them in your exam!
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Tip:
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
2
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Tip:
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
3
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Tip:
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Be precise. Read the question carefully. Show your working.
Small mistakes can cost big marks.
EXAM PRACTICE
Practice Question
Apply your knowledge of profit and profitability to answer this exam-style question.
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MINI CASE STUDY
North Coast Coffee Ltd is a premium coffee business which sells freshly roasted coffee beans through its online store and a small chain of independent cafés. The business has experienced strong sales growth due to increasing demand for high-quality speciality coffee products.
The business generates annual revenue of £250,000. Its cost of sales, including coffee beans, packaging and direct production costs, totals £100,000. North Coast Coffee Ltd also faces operating expenses of £80,000, including marketing, employee wages, rent and administration costs. In addition, the business pays £20,000 in interest and taxation each year.
The owner, Mia Thompson, is reviewing the company’s profitability because rising wage costs and increased competition in the premium coffee market have started to place pressure on operating profit margins. She is considering increasing prices slightly in order to protect profitability while still maintaining customer demand.
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EXAM QUESTION
Analyse the possible reasons for BrightBite’s falling profit margins and evaluate strategies it could use to improve profitability.
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HOW TO ANSWER
P
Point
E
Explain
A
Apply
C
Consequence
H
However...
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MODEL ANSWER
P
Point
Increasing prices could improve the profitability of North Coast Coffee Ltd because each sale would generate a larger amount of revenue and potentially increase profit margins.
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EXAMINER TIP
For full marks, make sure you analyse causes rather than just listing them, and evaluate realistic strategies with clear judgement. THINK: Which strategy would have the biggest impact and why?
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