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Engage

At some stage in the change the people who will be involved have to be engaged. They will need to understand at a personal and emotional level what they will have to deliver as part of the transformation. Czerniawska (1999) makes this point:

What some consultants have neglected is the fact that people — at whatever level in an organization — become resistant to change where they do not understand what is happening. And this is a problem which, as companies become increasingly internationalized, is only going to get much worse, as cultural diversity creates new barriers.


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