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A tale of two corporations: Managing uncertainty during organizational change
Author(s) -
DiFonzo Nicholas,
Bordia Prashant
Publication year - 1998
Publication title -
human resource management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.888
H-Index - 94
eISSN - 1099-050X
pISSN - 0090-4848
DOI - 10.1002/(sici)1099-050x(199823/24)37:3/4<295::aid-hrm10>3.0.co;2-3
Subject(s) - restructuring , multinational corporation , organizational change , business , public relations , organizational field , organizational communication , field (mathematics) , political science , economics , institutional theory , management , finance , mathematics , pure mathematics
Ineffective strategies of communicating about organizational change (e.g., corporate restructuring, mergers, downsizing) are earmarked by the presence of pervasive rumors that flourish in a climate of uncertainty. Using 15 structured field interviews with management and public relations personnel from multinational corporations, this article posits that successful programs of change communication hinge upon the proper management of uncertainty associated with change. Two detailed case studies are highlighted as opposing illustrations of change communication tactics that succeeded and failed. Effective change communication campaigns tend to reveal rather than conceal, reduce uncertainty through collective planning, and proactively establish and maintain trust.