Managing the Multi-Cultural Perspectives of Global MarketingThe new phenomenon of organisational complexities

The new phenomenon of organizations outgrowing their cultural boundaries, global companies are tryingto capture the strength of the best talent and technology that society offer. Underlying many theories ofchange strategies is the assumption that organizations are able to make a better use of suppressed energy,information and potentials. Thus a change strategy comprises of two parts: (1) an image of the organizationin ‘good fit’, that is, a desired state; and (2) a plan for moving the organization from its current state to thedesired state, a transition management. Thus “the purpose of the change strategy is then, to achieve astate or better fit in the organization than the current state of disequilibrium which is caused by a trigger event."