'We Manage Your Damage': A Practical Case for Internal Communication as a Management Tool

Abstract

Companies worldwide must become ever more flexible in their organisation and culture to react to rapidly changing markets. Change management has become a common term in modern day business, and communication is a key aspect of this. All too often, however, the communication in change processes is less than satisfactory.

This paper presents an extended case study and analysis of a company who managed to communicate change very successfully. Based on this success, the authors demonstrate several important points for international companies who wish to communicate change more effectively, giving practical hints and examples for how this can be done.

Keywords: change, management, communication, international

JEL Classification: Z00, M00