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Change communication: Enabling individuals to act

Research in Organizational Change and Development

ISBN: 978-1-84855-546-4, eISBN: 978-1-84855-547-1

Publication date: 23 September 2009

Abstract

In the past decade internal communication began to take on a new identity as it supports the many change efforts underway in organizations today. Change communication – how internal messaging effects individual behavior change – is a key element for an organization undergoing transformation. Although research points to the need to communicate during change, very little information is available on what the outcomes are of an internal communication strategy that can positively influence individual behavior change during transformation. This chapter enhances current knowledge on this topic by investigating the relationship of awareness and understanding of change messages to individual behavior change through the case study examination of the intentional organizational transformation experienced in a large, consumer packaged goods (CPG) company.

Citation

Bjorkman, J.M. (2009), "Change communication: Enabling individuals to act", Woodman, R.W., Pasmore, W.A. and (Rami) Shani, A.B. (Ed.) Research in Organizational Change and Development (Research in Organizational Change and Development, Vol. 17), Emerald Group Publishing Limited, Leeds, pp. 349-384. https://doi.org/10.1108/S0897-3016(2009)0000017011

Publisher

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited