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  4 

   Re-creation . In re‑creation, the senior management team of an organisation decides that 

a fundamental change to the way it operates is required to compete effectively. In the 

airline industry, established airlines have had to establish change programmes to respond 

  Different types of change in business

  Incremental  change 

  Relatively  small 

adjustments required 

by an organisation in 

response to its business 

environment.   

  Discontinuous 

change 

  Change involving a major 

transformation in an 

industry.   

  Organisational 

change 

  Includes  both  incremental 

and discontinuous 

change to organisations.   

  Anticipatory  change 

  An  organisation  initiates 

change without an 

immediate need to 

respond.   

  Reactive  change 

  A direct response by an 

organisation to a change 

in its environment.   

 The Guardian’ s advertising for a Head of Growth Hacking . . .  describing the growth in 

the role as: 

  ‘The Guardian is committed to a “ digital‑  fi rst” strategy and in order to support this, 

we are seeking a Head of Growth Hacking to manage a virtual, cross functional team 

focussed on GNM’s growth hacking plan. This role is responsible for fi nding innova‑

tive ways to accelerate adoption, use, and retention to drive up audiences to the 

Guardian’s digital product portfolio.’  

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Chapter 10  Change management

to the  low‑  cost carriers, for example by emphasising service quality or introducing rival 

 low‑  cost services. Both re‑orientation and re‑creation can be categorised as ‘doing things 

differently’. Digital business has also caused ‘re‑creation’ in the airline industry, with the 

 low‑  cost airlines now gaining more than 90% of bookings online. However, as we saw in 

Chapter 4, such dramatic change has not been caused in every industry.