Project Description
While strategic change is essential for the long-term survival of any companies, statistically 3 out of 4 strategic changes fail. Our study helps to find an answer to why many strategic changes fail and what can be done to increase the success rate. While many researchers approach this question from an economic and business perspective, we have taken a social-psychological approach. Most strategic changes challenge the fundamental views employees have about their company - in other words - a strategic change puts the identity of an organization into question. Because an organization's identity provides the answer to the question "Who are we as a company?" the question arises whether a strategic change fails because employees try to protect their identification with the existing company and its self-image.
