A01 chaf6542 06 se fm indd

Chapter 10  Change management

   1 

  Survival ( outward‑  looking, flexible) – the external environment plays a significant role 

(an open system) in governing company strategy. The company is likely to be driven by 

customer demands and will be an innovator. It may have a relatively flat structure.  

  2 

  Productivity ( outward‑  looking, ordered) – interfaces with the external environment are 

well structured and the company is typically  sales‑  driven and is likely to have a hierar‑

chical  structure.  

  3 

  Human relations ( inward‑  looking, flexible) – this is the organisation as family, with inter‑

personal relations more important than reporting channels, a flatter structure and staff 

development, and empowerment is thought of as important by managers.  

  4 

  Stability ( inward‑  looking, ordered) – the environment is essentially ignored, with 

managers concentrating on internal efficiency and again management is through a hierar‑

chical  structure.   

 Now complete Activity 10.4 to investigate how companies may need to realign their culture 

to succeed in digital business. 

   

Activity 10.4

 

Changing the culture for digital business