Former Liverpool first-team coach Steve Clarke admits he was disappointed owners Fenway Sports Club sacked Kenny Dalglish as manager last month.
The services of the Anfield great were dispensed with just three days after the end of a season which saw the Reds lift the Carling Cup and lose in the final of the FA Cup.
"I was disappointed for Kenny because that is his club and for him to leave in that way was not very nice for him, so I felt a little bit for Kenny," said Clarke, giving his first press conference after being appointed West Brom head coach.
Dalglish paid for Liverpool's eighth-placed Premier League finish, which saw them 17 points adrift of fourth-placed Tottenham.
Clarke added: "But if you don't achieve the standards or the levels of the people who run the club want you to achieve, you have to pay the price."
Expectations may be lower at West Brom, where Clarke has been given his first shot at managing a club.
The appointment came very soon after his departure from Liverpool was confirmed by the appointment of former Swansea manager Brendan Rodgers earlier this month, but it does not mean the pressure to achieve results is any less for Clarke.
"Football has changed. The whole structure of football has changed," he added.
"Success has to be instant and has to be on a level expected at whatever club you are at - look at the Harry Redknapp situation at Tottenham."