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THE ROLE OF COMMUNICATION STRATEGIES IN CHANGE MANAGEMENT PROCESS IN YOUR
COMPANY
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
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.
1.2 Statement of the Problem
Change Management is basically
confronted with the issue of change resistance. This has been a notorious
impediment in change management process arising from the inability of employee
to accept change sequel to ignorance about such change initiative. As such Hayes,
(1996) argues that that employee resist only changes that they do not
understand. Therefore it becomes imperative to find out how changes are
communicates in advance in order to avoid potential loss, resulting from change
resistance. Hence the subject matter of the research: “The role of
communication strategies in change management process in Mustras International
Limited” becomes an empirical problem worthy of investigation
1.3
Objective of the Study
The central objective of the study is
to examine the role of communication strategies in change management process in
Mustras International Limited.
The specific objectives are:
i. To find out how employees involved in
internal communication and change management process in Mustras International
Limited Kaduna.
ii. To identify how the management of Mustras
International Limited formulate and implement communication strategies in the
context of change management.
iii. To identify
the constraints militating against change management process in Mustras
International Limited.
1.4
Significance of the Study
This study will be of great benefit
to corporate organization especially as they utilize the finding of this study
in the area of strategy formulation and implementation. The study will add to
already existing knowledge on the subject matter that is change management
process. The research will be a useful material for students or individuals who
may wish to undertake similar research. The research will be use as a spring
board for further research.
1.5
Research Questions.
i.
How
do the employees involved in internal communication in Mustras International
Limited aid change management process?
ii.
How
does the management of Mustras International Limited formulate communication
strategies in the context of change management?
iii.
What
are the constraints militating against change management process in Mustras International
Limited?
1.6
Scope of the Study
The study will cover the empirical
examination of the role of communication in change management process in Mustras
International Limited. The study will equally cover examination of strategy
formulation and implementation as well as the constraints militating against
strategy formulation and implementation in Mustras International Limited. The
study will cover a period from 2007 to 2011; being a time given for this study.
1.7
Limitation of the Study
The study is constraint with
limitations arising from the research design adapted for this study. For the
fact that the survey research is used, it is not certain that the same result
will be obtained if other design such as the case study, expost design or historical
design is used for the study. Other limitation also arises from the use of the
research instrument of data collection. For the fact that the questionnaire was
used to obtain information from the field, it is not certain if the same result
would be obtained if other instrument such as interview or observation is used.
The non challant attitude of respondents
or over exaggeration affected the validity of responses. The use of one study
area makes the generalizability to other organization difficult, such a bias may
be acierated if the data are to be interpreted by several researchers thereby
achieving of the viewpoint.
1.8
Definition of Terms
Communication:
Communication is the exchange of information between a sender and a receiver
and the inference of meaning between individuals involved so as to reach a
common understanding.
Change Management: Change management is the process of aligning an organization with its
market place and doing it more responsively and effectively than competitors.
Strategy: Plan
that is intended to achieve a particular purpose.
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