THE ROLE OF COMMUNICATION STRATEGIES IN CHANGE MANAGEMENT PROCESS IN AN ORGANIZATION

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THE ROLE OF COMMUNICATION STRATEGIES IN CHANGE MANAGEMENT PROCESS IN AN ORGANIZATION

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

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.

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.

Research Questions.
How do the employees involved in internal communication in Mustras International Limited aid change management process?
How does the management of Mustras International Limited formulate communication strategies in the context of change management?
What are the constraints militating against change management process in Mustras International Limited?

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.

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.

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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