LEADING EMPLOYEES THROUGH CHANGE – THE ROLE OF INTERNAL MARKETING

RADULESCU Violeta, The Bucharest University of Economic Studies

VOSLOBAN Raluca Ioana, The Bucharest University of Economic Studies

STOICA Ivona, Romanian American University of Bucharest

Abstract:
Organizations continuously experience new challenges, probably now more than in the last years. The crisis effects are visible within most of the business areas and are very difficult to be managed and controlled. Nevertheless, companies try to define best strategies to support through transformation; the implemented changes first impact the employees. This paper aims to emphasize the most important aspects to be considered by managers when dealing with organizational change and underlines those internal marketing aspects that help employees to regard the change positively and minimize the possible negative impact the change might have over the individual and organizational performance.

Keywords: D23, M12, M31

JEL Classification: employee, organizational change, internal marketing, management

Volume: 65, Issue: 3

Pages: 94 - 103

Publication date: , 2013

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/65309radulescu&vosloban&stoica.pdf

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