Dimensions of Change

by Pettigrew Whipp and R.Whipp

A.M. Pettigrew and R.Whipp distinguished between the three dimensions of strategic change in their book Managing change for Competitive success published in 1991. The three dimensions were:


1) Content: It refers to the objectives, purposes and the goals. It aims at what is to be developed and what is to be achieved.

2) Purpose: It is the implementation of procedures and methods to achieve the goals. It means “how”.

3) Context: It refers to the internal and the external environment. It aims at where the process is to be placed.

Both of them emphasized on the continuous interplay between the three dimensional changes. The implementation of change is an iterative and a cumulative process. The interaction between the content, the process and the organizations context leads to a successful change.

On the basis of the substantial empirical research they also prevent the five interrelated factors that belong to the successfully managing strategic changes:

1.Environmental Assessment: It refers to the continuous monitoring of the internal and the external environment within the organization with the help of open learning systems.

2.Human Resources as Assets and Liabilities: The employers should realize that they are considered valuable and must be felt as trusted by the company.

3.Linking Strategic and Operational Change: The intentions are executed and transformed with the passage of time. Building of operational activities becomes powerful and leads to new strategic changes.

4.Leading Change: These changes move the organization forward thereby creating the right climate for the change by coordinating the activities. The situation not only demands setting up of the agenda for the direction of change but also for the right vision and the values.

5.Overall Coherence: The strategy of change must be consistent with clear goals and constant with respect to the environment, must provide a competitive edge and must be feasible.