ABSTRACT
A number of strategies for innovation have been identified and there is a high degree of agreement among them. From the viewpoint of the innovator the empirical-rational strategies are probably the easiest to use and involve him in the least effort. Socio-cultural norms are supported by the attitude and value systems of individuals–normative outlooks which undergird their commitments. Chin and Benne discuss two groups of approaches within the normative-re-educative perspective. Inherent in two of the strategies, the power-coercive and the empirical-rational, is the implication that they are used by the innovator at the outset, either to force or convince acceptance of the innovation, whereas the normative-re-educative implies a longer-term activity. There is scepticism about the usefulness of some of the conceptualisations of change as a process. If the process of innovation is broken down into stages, the innovator has to consider what activities are related to each stage and who is best able to undertake them.
