Change Management for Marketing and Sales Activities

Abstract

AbstractThe permanent change and transformation of organizations is an important element in order to adapt to the environment. Change management can be defined as the sum of tasks, measures and activities that are intended to bring about a comprehensive, cross-departmental and far-reaching change in an enterprise or organization. Change management includes the implementation of new a mission, vision, strategies, structures, systems, processes and behaviours in an organization. The ultimate goal of change is to obtain a long-term favourable position in the market and to gain a sustainable competitive advantage (Helmold, 2020). Synonyms for change management found in literature are business process re-engineering, turnaround management, transformation management, lean management, innovation management or total quality management (Vahs, 2019). Change is increasingly determining the everyday businesses and activities of companies. In order to manage change in the most optimal way, special change management techniques are required, which can be summarized under the term change management (Lauer, 2019, 2020). The human factor is at the forefront of all considerations, because the implementation of change depends on the active support of employees. Since everyone has their own needs, ideas and experiences, some of which do not conform to the official company organization, there can be no simple recipe for how to successfully manage change. Rather, it is a complex process that has to start at three points: the organization and individuals concerned, the corporate structures and the corporate culture (Lauer, 2019). Another important element in the context is the technological factor including systems, routines, methods and instruments (Helmold, 2020). Figure 21.1 summarizes the elements of change management (Helmold & Terry, 2020).