others transformational• Some smaller change actions often convey powerful symbolic messages to help reinforce the sincerity and credibility that senior management attaches to the larger change Kodak Change Story• Organizational change involves handling reactions of both internal and external stakeholders• Communication strategies need to be designed for internal and external groups• Reactions to change are likely to be influenced by the success of previous changes and the extent to which there has been delivery on past promises• Change involves risk and uncertainty• The consequences of change cannot always be predicted• Managers of change need to address the question for staff of “How will I be affected?”McDonald’s Change Story• Organizational changes occur in a competitive
others transformational• Some smaller change actions often convey powerful symbolic messages…
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