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Chapter 11. C-CHANGE: Pathways to Conver... > WHERE THE HOOVES HIT THE ROAD: THE P...

WHERE THE HOOVES HIT THE ROAD: THE PROCESS OF IMPLEMENTATION

How do you c-transform your organization to meet the challenge of the hybrid consumer? The advance of the Internet among consumers can offer a useful model for the process of change within the organization. The Internet spread not because it was forcefully imposed upon users, but because people were offered the opportunity to use it, given compelling applications such as email that made them want to do so, drawn in by attractive content and community, and encouraged to play and experiment. The youthful early adopters became mentors to those who followed. In the end, the consumer market was transformed and many people who never imagined they would be online were actively participating.

This sweeping change in the structure and behavior of consumer mindsets and markets in a very short period of time is the opposite of the scientific approach that is usually taken in organizational change initiatives. How can organizations drive the process of c-change, to meet the challenge of convergence? Among the strategies:


  

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