Innovation & Insights
Leading Change
Change is personal – When it comes to managing change, being prepared and having a well thought out plan is important, but there is no rule or perfect formula for how to manage change successfully. Ultimately, it is up to senior management to lead the change process and their personal style, judgment and experience are the real change-makers.
In 2010, Burson-Marsteller commissioned Penn Schoen & Berland, our sister company, to survey more than 520 European Human Resources and Change Communications decision makers from leading multinational companies to understand better why managing change still remains a challenge and what needs to be done to be more successful in managing company transformations.
This year, the Leading Change study takes it one step further to get up close and personal with the people who sit at the forefront of change: the CEOS and senior executives who steer their companies and who are responsible for making sure their business adapts to a constantly changing environment. Our interviews reveal that, while executives share the views expressed by the HR and Communications professionals on the importance of having a long-term strategy and fostering engagement through collaboration, personal touch and judgment make all the difference in the end. The Leading Change brochure presents tips and insights from senior executives across Europe, who speak openly and candidly about what managing change has meant for them:
‘Have a holistic plan that connects the changes’ – Bane Knezevic, CEO McDonald’s Germany and President Western Division Europe
‘Listen like an elephant’ – Petter Kleppe, CEO, DLA Piper Norway
‘Establish a relationship of trust and transparency’ – Carmen Mur, Executive President/Managing Director, Manpower Spain
‘Communication is key to success’ – Eduardo Fernandez-Cuesta, President, CB Richard Ellis Spain
‘Create a climate for change’ – Roger de Weck, Director General of Swiss Broadcasting Corporation
‘Attitude capital – the most important asset’ – Pål Thore Krosby, CEO, Aller Media Denmark
‘Every employee is somebody’s expert’ – Harold Burson, Co-Founder and Chairman, Burson-Marsteller
View PDF version
Search this website
More B-M Talk
Burson-Marsteller accepts no responsibility for external links. Content of websites which are linked through B-M Talk is solely provided by the website owner.
(B-M Talk is updated automatically once per hour, 24 hours per day.)
