Meaning to change: how diverse stakeholders interpretorganizational communication about change initiatives

摘要

This paper explores the problems that occur in implementing anmajor organizational change initiative where various employee groupsnhave different interpretations of the purpose of the initiative andntactics intended to achieve it. In this paper, the author employs twonconcepts: technology frames and the order of change magnitudensurrounding technology change. By understanding the meanings thatnvarious stakeholder groups attach to the same communications about thenchange initiative, we may better understand the characteristic ways innwhich they interpret both the objectives of the change initiative andnhow it can be implemented. By using these concepts to explain variousnstakeholders' conflicting interpretations of the information that theynhave received about the change initiative, this paper shows how theynperceive differently what events constitute progress toward achievingnthe initiative's objectives