Strategy from an individual perspective

Abstract

In this paper we suggest that strategic change should be considered from an individual manager perspective. We believe that change can only take place in organisations if managers behave differently, if they engage in non-routine activities. We argue that managers engage in change activities if they perceive that the situation they are facing is uncomfortable. Their search for solutions can take multiple forms. However we suggest that change will be durable if managers believe in the actions they are taking and that this is most likely to happen if the managers have already experienced, in some way, the changes being proposed.