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Levels and Targets of


Change Management
Dr. Ahmed Basset


Spring 2010 , Group II

Presented by
Ahmed El Deeb
Mohamed Fouad Taha
Waleed Salah Wanis
Levels of Change
Levels of Change
 Individual
 Group/Team
 Department/Unit/Organization
 Inter-organizational, trans-organizational,

Individual Level
examples on what to change
 Unwanted emotional reactions  -
 Empowering emotions
 Limited choices   - Flexibility
 Stress   - Relaxation
 Physical illness   - Health
 Imbalances   - Balance
 Mysteries   - Awareness's
 Negative attitudes   - Positive outlook
 Fragmentation   - Wholeness
 Passivity  -  Action
Guidelines for changing
employee behavior:
 Change what people do, not who they are. Focus on the
behavior when asking for change.
 Listen before talking, make sure you understand what
they’re doing and why.
 Get to the point. Explain exactly what behavior you object
 Expect the best. Don’t be satisfied with middling results.
 Model the behavior you want to see.
 Protect dignity and self-respect.
 Tell them how much you appreciate it. Otherwise, the
change may not last.
Individual-Level Change Process

Inputs Design Components Outputs

Organization Goal Variety
Task Individual
Group Identity Autonomy Effectiveness
Task Feedback
Personal Significance about Results
Group-Level Diagnostic Model

Inputs Design Components Outputs

Goal Clarity

Organization Task Team Team

Design Structure Functioning Effectiveness

Group Group
Composition Norms
What is Organizational
 An alteration of an organization’s
environment, structure, culture,
technology, or people
 A constant force
 An organizational reality
 An opportunity or a threat
Three Targets of Change

Organizational Culture
Basic Questions before Change

 What should we change?

 Shouldthe changes be strategic and
companywide or relatively limited?
 How should we change it?
 How should we actually implement the
 What are the forces acting upon me?
 What are the pressures I should take
into consideration as I decide what to
change and how I should change it?

Targets of Organizational
 Strategic changes
 Technological changes
 Structural changes
 Changing the attitudes and behaviors of

Process For Leading
Organizational Change
 Create a Sense of  Generate Short-Term Wins
Urgency 
  Consolidate Gains and
 Decide What to Change Produce More Change
  Anchor the New Ways of
 Create a Guiding Doing Things in the
Coalition and Mobilize Company Culture

 Monitor Progress and Adjust
the Vision as Required
 Develop and
Communicate a
Shared Vision

 Empower Employees to
Make the Change
Model for Planned
Organizational Change
Change Process
Inputs Design Components Outputs

Environment Strategy Structure

HR Measurement
Systems Systems
Thank You