TYPES OF CHANGE
There are two main types of change: strategic and operational.
Strategic change
Strategic change is concerned with broad, long-term and organi-
zation-wide issues. It is about moving to a future state which has
been defined generally in terms of strategic vision and scope. It
will cover the purpose and mission of the organization, its corpo-
rate philosophy on such matters as growth, quality, innovation
and values concerning people, the customer needs served and
the technologies employed. This overall definition leads to spe-
cifications of competitive positioning and strategic goals for
achieving and maintaining competitive advantage and for
product market development. These goals are supported by poli-
cies concerning marketing, sales, manufacturing, product and
process development, finance and human resource management.
Strategic change takes place within the context of the external
competitive, economic and social environment, and the organi-
zation’s internal resources, capabilities, culture, structure and
systems. Its successful implementation requires thorough
analysis and understanding of these factors in the formulation
and planning stages.
Operational change
Operational change relates to new systems, procedures, struc-
tures or technology which will have an immediate effect on
working arrangements within a part of the organization. But the
impact of such changes on people can be more significant than
broader strategic change and they have to be handled just as
carefully.
HOW PEOPLE CHANGE
The ways in which people change are best explained by reference
to the following assumptions developed by Bandura (1986):
■ People make conscious choices about their behaviour.
How to Manage Change 143