They say that “Change is the only constant” and in the world of marketing this concept is the basis of planning the kind of work that any organization will undertake.
Various companies start with a goal in mind but have to change their paths because they understand the need to diversify (read change). Those that fail to do so, mostly end up dead. In fact, out of the companies that featured in the Forbes 100 in 1917, only 18 could stay there till 1987. The downfall can, in part be blamed on their obstinacy of not bringing about a change in the way they worked.
Bringing about a change in the organization may be easier said than done. The top management should find a way to blend in the changes they plan to introduce into their organization. A change in the way an organization works is feasible only if the benefits to stakeholders outdo the risks and costs of bringing in that change. Employees may resist change and it is up to the top management to align the vision and mission in order to implement the change, keeping in mind the concerns of the people who matter.
Nokia a major mobile device producer did not start out to produce mobile phones instead it started out as a paper manufacturer in 1865. Established by Fredrik Idestam on the banks of the Tammerkoski rapids, Nokia moved from producing paper to hydroelectricity before starting to manufacture mobile devices. Nokia has, over the years, proved that change is what gets you moving.
The rate of change inside the organization should exceed the rate of change in the industry, only then can a company can prosper and stay alive.
“God, give us grace to accept things that cannot be changed, courage to change what should be changed and the wisdom to distinguish the one from the other”
-Reinhold Niebuhr
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