Andrew Pettigrew and Richard Whipp cover the subject of strategic change in their book ‘Managing Change for Competitive Succes‘ (1991). They cover three dimensions of change and emphasize the interactions between those dimensions. They also present five central interrelated factors, formulated through considerable research, to assist in managing strategic change.
What are the 3 Dimensions of Strategic Change?
Content (What) – Objectives, Purpose and Goals
Process (How) – Implementation
Context (Where) – The internal and external environment
What are the Five Factors Related to the 3 Dimensions?
Environmental assessment. The continuous monitoring of both the internal and external environment through open learning systems.
Human resources as assets and liabilities. Employees should feel trusted and valued.
Linking strategic and operational change. Bundling of operational activities can lead to new strategic changes.
Leading the change. Direction, vision, values, coordination and creation of a climate for change.
Overall coherence. Consistent with clear goals, consonant with the environment, and creation of competitive edge that is feasible.
Pettigrew, A. & Whipp, R. Managing Change For Competitive Success. Wiley-Blackwell; Reprint edition (December 8, 1993)