Organizational Transformation Based on Viral Change Management

This article presents the results of interdisciplinary studies as a model of viral organizational change management. Aim. The study aims to generate ideas and develop a new model of organizational change management characterized by a shorter change period and lower resource cost of change implementation, while maintaining the same organizational scale of transformation. Tasks. The authors (1) create an interdisciplinary thinking space in the form of a series of focused creative laboratories, (2) apply the analogy method to introducing a virus to organizational change management, and (3) present the obtained knowledge as an algorithm and model of a virus in organizational transformation. Methods. This study uses the structural analogy method, methods of deductive cognition, generation of ideas, structural modeling, and synthesis of virology, social psychology, and change management. Results. The structure of organizational change virus with a value profile manifested in relationships and behavior models, including an envelope in the form of information messages, is proposed. An algorithm of change is developed, which includes three stages-implementation, assimilation, and multiplication-each one containing a number of tools such as analysis of the value profile, “defrost-freeze” cycle, imitation. The organization’s opinion leader acts as the object of application of managerial actions in the algorithm. The personality type of the opinion leader, level of employee comfort and strength of organizational culture, reflection as a means of control and analysis can serve to generate an immunity to changes at different stages of transformation. Conclusion. A viral organizational change management model is developed, which includes the transformation of the virus structure, viral change management algorithm, and organizational immunity tools that interrupt the change process. The authors also make a number of hypotheses on viral organizational transformation that require further examination.

change management, organizational transformation, opinion leader, viral change, law of imitation, organizational culture change, virus in management, управление изменениями, организационная трансформация, лидер мнений, вирусное изменение, закон подражания, изменение организационной культуры, вирус в управлении

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