The Role of Communication Strategies in Change Management ...

Somboon Kulvisaechana
The research question (Q1) basically aims to investigate some depth of understanding of how
the executives at different management levels perceive the internal communication process
surrounding the change in Consignia. From this initial question, a fundamental ground of the
critical inquiry tends to be addressed in the first place, thereby leading to a further quest
asserted in the following question. The nature of the second question (Q2) is to examine the
process of strategic formulation of corporate communications in accordance with diverse
phases of changes to Consignia.
3.2 Case Study Approach
Since the in-depth issue of communication strategies and change processes is underresearched,
an exploratory research design is appropriate. According to the aforementioned
research questions, “how” questions are asked about a contemporary set of events over which
the investigator has little or no control (Yin, 1994). That leads to the use of a case study as
the research strategy to unfold this qualitative subject which receives relatively less explicit
attention in the extant literature.
The single case study is a proper design for this research project under two rationales (Yin,
1994). First of all, the case is relatively unique in context and contributing to theory-building
through a number of unit cases within the firm. The single case is analogous to a single
experiment in which various units of analysis may come into play. The research focus has
been given to inducing a framework of how key persons of the management and of the
internal communication team perceive and formulate communication strategies in light of
change management processes. Provided that different executives from different work
positions involved serve as major players of the case. Secondly, further insights of the
phenomenon to be explored are revelatory. Evidence from the literature review shows that
managers realize what to change but, unfortunately, have no appropriate means to make a
change happen at the right time. The greater insights of the study are therefore needed.
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