3 Dimensions of Strategic
Change
In their book 'Managing
Change for Competitive Success' (1991)
Andrew Pettigrew and
Richard Whipp distinguish
between three dimensions of strategic change:
1. Content (objectives,
purpose and goals) - The content of change aims to answer the question "WHAT"
2. Process
(implementation) - The process of change aims to answer the question "HOW"
3. Context (the internal
and external environment) - The context of change aims to answer the
question "WHERE"
Pettigrew and Whipp
emphasize the continuous interplay between these change dimensions. The
implementation of change is an "iterative, cumulative and
reformulation-in-use process." Successful change is a result of the
interaction between the content or what of change (objectives, purpose
and goals); the process or how of change (implementation); and the
organizational context or where of change (the internal and external
environment).
Based on substantial
empirical research, they also present five central interrelated factors
belonging to successfully managing strategic change:
1. Environmental
assessment (continuous monitoring of both the internal and
external environment [competition] of the organization through open
learning systems)
2. Human resources as
assets and liabilities (employees should know they are seen as
valuable and feel trusted by the organization)
3. Linking strategic
and operational change (Intentions are implemented and
transformed through time, bundling of operational activities is
powerful and can lead to new strategic changes)
4. Leading change (Move the organization forwards; creating the right climate for
change, coordinating activities, steering. Setting the agenda not
only for the direction of the change, but also for the right vision
and values)
5. Overall coherence
(a change strategy should be consistent (clear goals), consonant
(with its environment), provide a competitive edge and be feasible.
Three Dimensions of strategic
change
References
http://www.valuebasedmanagement.net/methods_pettigrew_dimensions_strategic_change.html
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