The Role of Communication Strategies in Change Management ...

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Declaration of Originality Somboon Kulvisaechana In accordance with Regulation 8 of the General Regulations for the M.Phil. Degree (one-year course). I declare that this thesis is substantially my own work. Where reference is made to the works of others the extent to which that work has been used is indicated and duly acknowledged in the text and bibliography. Somboon Kulvisaechana Peterhouse, Cambridge June 11, 2001 i
Abstract Somboon Kulvisaechana A plethora of theory, research and practice in change management has evolved considerably over decades, and experienced a major transformation in form and function amid a rapidly changing environment. Oftentimes, many organizations with radical change transitions entangle themselves in the mess of chronic management impediments. In recent years, the role of communication strategies emerges to solve the puzzle of the change upheaval by providing a comprehensive mechanism to facilitate a change process. Based on a case study of Consignia plc – brand and business status introduction, this research has two aims. First, a conceptualized framework of the integrated role of communication strategies formulation in conjunction with change management process is mapped out. Also, it intends to investigate some depth of understanding of how the executives at different management levels perceive the internal communication process surrounding the change in Consignia. Second, such a framework has been theoretically explored and empirically demonstrated to examine the process of strategic formulation of corporate communications in accordance with diverse phases of changes to Consignia. Semi-structured and online interviews with relevant senior managers as well as internal change consultants, are duly conducted. The research study is attributable to a double-edged management contribution. It can reflect a new construct of academic theories and suggest a gap which the firm may leave unaddressed in the first place. Due to time and space constraints, a number of relevant issues are selected for succinct discussion on a basis of theoretical and practical perspectives. Last but not least, implications, limitations, and further research are discussed. ii
Page 1: The Judge Institute of Management S
Page 5 and 6: Table of Contents Somboon Kulvisaec
Page 7 and 8: CHAPTER I Introduction Somboon Kulv
Page 9 and 10: Somboon Kulvisaechana brands remain
Page 11 and 12: CHAPTER II Somboon Kulvisaechana Li
Page 13 and 14: Somboon Kulvisaechana In a general
Page 15 and 16: Somboon Kulvisaechana 1986). Extern
Page 17 and 18: Figure 2: Sources of Change Resista
Page 19 and 20: Figure 3: Stages of Change Isabella
Page 21 and 22: Figure 5: Eight Steps of Change Imp
Page 23 and 24: Somboon Kulvisaechana is created an
Page 25 and 26: Somboon Kulvisaechana mode. Whereas
Page 27 and 28: Somboon Kulvisaechana used. In the
Page 29 and 30: Somboon Kulvisaechana 2.2.3.2 Formu
Page 31 and 32: CHAPTER III Research Methodology 3.
Page 33 and 34: 3.3 Case Selection Somboon Kulvisae
Page 35 and 36: 3.5 Data Analysis Somboon Kulvisaec
Page 37 and 38: Figure 8: Consumer Brands Services
Page 39 and 40: Somboon Kulvisaechana 4.1.2 Communi
Page 41 and 42: Somboon Kulvisaechana other organiz
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Page 45 and 46: Somboon Kulvisaechana 4.2.3 Top Man
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CHAPTER V Discussions Somboon Kulvi
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Somboon Kulvisaechana 5.1.2 Reconsi
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Somboon Kulvisaechana systematicall
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6.1 Concluding Remarks CHAPTER VI C
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Issues Theoretical Perspectives Som
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6.3 Research Limitations Somboon Ku
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Endnotes: Somboon Kulvisaechana 1 A
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The Transformational Factors Missio
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Appendix 3 Somboon Kulvisaechana Th
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Appendix 5 Business Units - Brand C
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Appendix 7 Somboon Kulvisaechana Th
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Somboon Kulvisaechana Berger, L. A.
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Somboon Kulvisaechana Davidow, R. (
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Somboon Kulvisaechana Hartley, J.,
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Somboon Kulvisaechana Lewis, L. K.
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Rogers, E. M. (1995). “Diffusion
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Somboon Kulvisaechana Witherspoon,
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6. Mr. Andrew Perry (Service Assist
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