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Initial orientation. In the orientation phase, it is necessary that there be a clear under‑

standing of the reasons for bringing about change. This should be identified as part of the 

digital business, digital marketing or SCM strategies. A change strategy must be devel‑

oped that includes an indication of how results will be measured, the project milestones, 

and how objectives would be measured and the change project organised. A skilled 

change team should be established and committed change sponsors identified.