CHANGE IN ORGANIZATIONS AS A TOOL FOR ORGANIZATIONAL DEVELOPMENT

Abstract

Today's turbulent and uncertain environment requires organizations to make changes in order to survive, sustain their business and have a competitive advantage in the global market. This dynamic of development is changing the environment at a much faster pace, especially in the field of technology. In the field of information technology systems, organizational changes are inevitable, and one of the powerful tools for the success of these changes is effective communication. Various studies show the strong relationship between communication in organizations and organizational change and show the growing importance of the role of communication for organizational change and how effective communication becomes a powerful engine for the implementation and success of this change (Neves, Eisenberger, 2012). Business responses and its challenges with different. Every company makes different changes. When an organization undertakes changes by implementing new technological solutions, new information technology changes, it also formulates new goals and strategies that affect its processes, models and structures. These changes can be the result of thorough planning and analysis, but they can also be unplanned, spontaneous, precisely because in the field of information and communication technologies, dynamics and innovations happen extremely quickly. Change management is not just about communication, training or managing resistance to change. It is also a process of managing knowledge, experience and competence, and from this perspective it reflects the manager's ability to lead staff and the organization successfully through change.
Within the concepts of technological progress achieved in this century, it is evident that globalization will surely continue and through technological facilities, different societies and cultures will become even closer, creating a global community of cooperation and synergy between countries and cultures and on this way globalization will become a tool that allows business to be more competitive and cooperative to achieve and maintain growth, progress and prosperity with the idea of the will to change and develop. One of the stark facts of modern business is that the world has changed. It has become a global reality at all levels, including daily life in the community, life in the organization and the surrounding environment. It is important for companies today to be dynamic, flexible and adaptable to the multitude of changes, as the excessively accelerated pace of change forces organizations and the people in them to face indispensable transformations and innovations in all areas of their activity, so they must react in the time to survive and develop.