ABSTRACT
This chapter examines some of the problems of implementing ideas. It considers the various sources of resistance to change. The chapter looks at the role of communication in overcoming resistance to change. Contingency plans are necessary when implementing ideas. One needs to anticipate the problems that will arise and the objections that will be raised. Communication theories offer several different descriptive models of the process by which it is thought that people adopt ideas as a result of receiving information about them. A computer simulation model is usually defined in mathematical terms within a computer program. The functional relationships among elements within a system are represented by mathematical equations, and when the program is executed the mathematical dynamics become analogous to the dynamics of the real system. The city council has decided to outsource its office cleaning services in an attempt to save costs and reduce council tax bills.
