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Change Dimensions by Pettigrew Whipp

Three new dimensions of strategic change were introduced by Whipp and Pettigrew in a book called ‘Managing Change for Competitive Success’. Implementing a change involves an iterative process. The three dimensions of strategic change are Content, Process and Context.[ad#ad-4]

Content: This dimension basically aims at the goals and objectives to achieve success.  It also deals with the targets and evaluation.

Process: To implement a change there are various procedures. This dimension provides these method and procedures. It is basically ‘how’ of a change. It deals with models of change, formulation and pattern through time.

Context: It aims at providing the environment for carrying out the process. It describes that where the process will be placed. The internal and external environment is provided. The external environment includes factors like economic, political and social while internal factors include resources, capabilities, cultures and politics.

Five interrelated factors were also introduced on the basis research that was carried out for managing change. They are:

Environmental Assessment: There are various learning methods that help in monitoring the environment of a corporation.

  1. Human resources: the organization must have faith in its employers and the employers should have a feel that the organization believes in them and have faith in them. A good working environment must be present in the organization.
  2. Overall coherence:  the strategy should provide competitive technology. The good strategy is one that is feasible, consistent and provides an edge over other technologies.
  3. Leading change:  Leading change includes the creation of environment for change. It helps the organization to move forward. It creates right climate and activities to implement change. The agenda is set not only for the direction of change also for the right values and vision.
  4. Management of change plays an important role in any corporation. To manage changes, creation of systematic plans is essential. Changes can be initiated within the organization or externally. For instance, a popular project or product may undergo change if a competitive product is gaining popularity. This is external factor that triggers change. The implementation of intentions transform through time, the operational activities are bundled and can lead to new changes.

Written by: Matt

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