The Role Of Communication Strategies In Change Management Process In Your Company

INTRODUCTION

Change management is the continous process of aligning an organization with its market place and doing it more responsively and effectively than competitors. Thus, organizational change management is a continuous process of experiment and adaptation aimed at matching organizational capabilities to the needs and dictates of a dynamic business environment Rogers (1995). 

As such, in a highly competitive environment, organizational change becomes indispensable for greater success and excellence. This is due to the dynamism of the internal and external business environment. But inspite of the importance of change management to organization success, employees in most organization resist change, sequel to wrong perception and their in ablility to adapt to new development and shifting from their current point. As such, organizational scholars have long  acknowledge the importance of communication strategy in explanation of organizational change in order to clearly communicate in advance, the short and long term effect as well as the benefits and short comings of such change management. This is in order to avoid potential loss that could arise from cynicism in certain group of employees and consequently change resistance Langham (1996).

It is against this background that the researcher sees the subject matter as an issue worthy of being investigated. This triggers the researcher’s interest to conduct a survey on how communication strategies help to effectively facilitate change process. As such the subject matter: the role of communication strategies in change management process in Mustras International Limited, Kaduna becomes worthy of investigation. 

LITERATURE REVIEW

This chapter review related literature on subject matter as such extract will be made from previous studies as well as the extraction of expert opinion from various source documents in line with the subject matter of this research. In this regard, the subject matter is segmented into the   following: