ABSTRACT
This includes all factors that can influence an organization, but that are out of their direct control. It is continuously changing, the company needs to be flexible to adapt. There may be agressive competition and rivalry in a market
This environment influences the organization directly. It includes suppliers, consumers and customers, and other local stakeholders. Micro describes the relationship between organizations and the driving forces that control this relationship. It may be more of a local relationship, and the organization may be able to exert its influence
n Current attitude
n How big a change is needed
n Who are the ‘influencers’
n How big is resistance likely to be
n Internal marketing mix
n Product, price, promotion, place
n Encourage the right attitude
n Pilot scheme
n Develop a culture that is based on creativity and innovation
new
n Provide appropriate recognition and rewards
n Encourage flexibility
n Variations on the above
n Foster employee involvement
n Establish sense of urgency
n Create the guiding coalition
n Develop a vision and strategy
n Communicate the change vision
n Empower broad-based action
n Generate short term wins
n Consolidate gains and produce more change
n Anchor new approaches in the culture
n The internal environment is as important for managing change as the external. Change is likely to be needed when, for example, responding to newly identified markets, or taking up the costsaving opportunities offered by new technologies
n At the heart of change management lies the change problem. It might be large or small in scope and scale; it might focus on individuals or groups, on one or more divisions or departments, the entire organization, or on one or more aspects of the organization’s environment. Problems may be formulated in terms of ‘how’, ‘what’ and ‘why’ questions
‘implementation’ tool. It aids communication and helps to overcome resistance to change
n The marketer’s skills are traditionally associated with the interface between organization and customer/consumer. But management also have a need to communicate with those within the organization – and those stakeholders associated with it.
