Leadership and Change ManagementOrganizations usually face change due to many forces surrounding the company. Forces can come from internal or external sources. External forces of change usually occur outside the organization and could have a global effect. There are four external forces for change: demographic characteristics, technological advances, market changes, and social and political pressures (Kreitner-Kinicki, 2003). Internal forces for change come from within the organization. Forces come from human problems and managerial behaviors and decisions. Crys Tel is facing external and internal forces that require attention to change. External strength requires Crys Tel to seek to expand its market share by increasing its product offerings. The internal force that is causing the need for change is departmental fragmentation; there is no cohesion with the departments. Crys Tel may face resistance to change. The following top ten reasons explain why people usually resist change. An individual's predisposition to change is personal, people fear surprise and fear of the unknown, there is a climate of mistrust, fear of failure, loss of status or job security, peer pressure, breaking of cultural traditions or of group relationships, personality conflicts, lack of tact or poor timing, and a non-reinforcing reward system. Crys Tel has gone through continuous changes since its foundation. Crys Tel employees had no problem with the change, but they have to work on the department's weak and strong parameters that will impact the company's business. The following change models helped Crys Tel successfully manage the change implementation. The Fullfilware company was founded as a small direct mail company in the basement of Henry Lewin's in Sandy Springs, Georgia in 1993 (Kohut, 2006). It started with an addresser to frank 5,000 pieces of mail. Today, the company has grown from a small direct mail company to a successful and rapidly growing direct mail marketing company providing many different services. The company provides integrated direct marketing solutions through a combination of creative, database management, print production, mailing, Internet, email marketing and fulfillment services (Kohut, 2006). The company has carefully planned its growth and evolution through numerous milestones. Every two years the company grows by expanding its business by offering new services. Fullfilware invested in a massive equipment upgrade which was key to providing new services.