CHAPTER ELEVEN
COMMUNICATING CHANGE
When Change Just Doesn't Stop: Creating Really Good Change Communication
The ongoing and unremitting nature of new product development, shifting consumer and stakeholder priorities, and government reform creates intense pressure for the public sector to commercialize and for the private sector to be flexible. Whereas managers once could introduce a change, implement the change, and reinforce the change in a relatively simple linear process, modern business dictates a pace that prevents anything but continual change.
The optimistic view of continuously changing organizations is that they seek to be more flexible, more innovative, and more responsive to the dynamic external environment. The more ...
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