The Role of Communication Strategies in Change Management ...

Somboon Kulvisaechana
Though there has recently been growing recognition on change imperatives among managers,
it may not lead to the fact that they understand it and act upon accordingly.
“It depends on the leaders. If they are employee-focused, the change interventions
are likely to be effective, and vice versa. The key to effective change intervention
schemes is to have a leader with a strong commitment to employees in driving
changes dynamically.”
- Internal Consultant A
4.2.8 Organizational Culture and Change Commitment
The ‘one-size-does-not-fit-all’ principle apparently applies to the Consignia organizational
culture. Though each business unit has established its own culture(s), the corporate value of
Consignia, such as the best quality of services delivered with minimum costs, is consistently
carried out. Since the plc status has brought Consignia into a more competitive environment,
the new organizational culture needs to be reshaped in response to it. The key is to bring
employees through participation and involvement.
“The organizational culture in Consignia is very stressful. It is much like civil
service, bureaucratic, over-engineering, which do not serve any challenges of
competition. People generally fail to believe that we are in the situation for change
since some of them have been with the company for years. And there is no platform of
change and commitment to change put in place. That is why we need to acculturate
them with new cultures.”
- Senior Manager B
4.2.9 Successful Business
A general goal of change is to achieve a position of a successful business. To describe the
term more precisely, Senior Manager B defines “the successful business of Consignia” as a
long-term sustainability which covers profitability, a close relationship with customers, and a
consistent involvement with the supply chain activities of the customers. Also, it is able to
better compete in the changing marketplace very effectively. Alongside those reasons, a
relentless contribution of the Consignia staff serves as a main ingredient for corporate
success.
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