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Campaigning for change.

Larry Hirschhorn1

  • 1Center for Applied Research, Philadelphia, USA.

Harvard Business Review
|July 27, 2002
PubMed
Summary

Organizational change requires systematic execution through three linked campaigns: political, marketing, and military. Successful change initiatives depend on the simultaneous and integrated implementation of all three strategies.

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Area of Science:

  • Business Strategy
  • Organizational Change Management

Background:

  • Organizations require continuous adaptation to remain viable in dynamic environments.
  • Implementing organizational change is challenging but can be systematized for success.

Purpose of the Study:

  • To identify common factors in successful organizational change programs.
  • To propose a framework for effective change initiative execution.

Main Methods:

  • Analysis of change initiatives across multiple companies.
  • Identification of distinct but linked campaign strategies employed in successful programs.

Main Results:

  • Successful change programs integrate political, marketing, and military campaigns.
  • Political campaigns build supportive coalitions; marketing campaigns focus on customer input and clear themes; military campaigns strategically deploy executive resources.
  • Simultaneous and interdependent execution of all three campaigns is critical.

Conclusions:

  • Organizational change success hinges on effective execution rather than conceptualization.
  • A three-campaign approach (political, marketing, military) provides a robust framework for managing change.
  • Failure in any single campaign jeopardizes the entire change initiative.

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