ABSTRACT
In this chapter we examine some of the problems of implementing ideas. First we consider the various sources of resistance to change. Next we look at the role of communication in overcoming resistance to change. This is followed by an examination of how ideas might be
Introducing a new product
put into action. Lastly we look at how we might foster a climate for change in an organization. The successful introduction of new ideas helps maintain an effective organization and sustain
a competitive advantage in the marketplace. New ideas are not accepted automatically; they are often resisted. Knowing what resistance there will be is the first step in introducing change. Getting people to accept the need for new ideas through good communication is a key element in the process of effecting change. Various communication models are considered, along with identifying within an organization spheres of influence needed to implement ideas and change. The chapter considers how various computer application packages such as COPE/Decision Explorer, PERT and computer simulation can help the implementation and acceptance of new ideas. Contingency plans are necessary when implementing ideas. One needs to anticipate the problems that will arise and the objections that will be raised. The importance of ‘potential problem analysis’ as a technique that can be used to good effect in this latter context is considered in the chapter.
