| dc.description.abstract | Strategic Change Management involves the use of systematic methods to ensure that
organization change takes place in a planned direction to achieve the desired objectives.
It is the deliberate and coordinated actions taken to transform an organization to
overcome environmental challenges to achieve its objectives (Johnson, Scholes and
Whittington, 2005). The performance of firms may be dependent on the fit between the
the external environment and the internal environment. This paper undertook a case study
on Strategic Change Management at the East African Tea Trade Association (EATTA).
The study addressed the following research question: “What are the Strategic Change
Management practices that are employed by the EATTA, contribution of EATTA
members to the change process and how the EATTA is managing challenges facing the
change process?”. A case study for the EATTA was undertaken and the study utilized
interview guides to obtain information from the management and Directors of the
EATTA. The research findings illustrates that the change process at the EATTA is
planned in nature and the vision and mission of EATTA is aligned with its role and
objectives. The research findings further demonstrated that the changes at the EATTA are
necessary for EATTA to attain its objectives. However, the research noted that the
challenges facing the change management process needs to be fully addressed for
successful implementation. Fear of the unknown, fear of technology and lack of
professionalism were pointed as the main challenges and the researcher drew out several
recommendations based on the research findings and conclusions of the study.The research findings illustrates that the change process at the EATTA is planned in
nature and the vision and mission of EATTA is aligned with its role and objectives. The
research findings further demonstrated that the changes at the EATTA are necessary for
EATTA to attain its objectives. However, the research noted that the challenges facing
the change management process needs to be fully addressed for successful
implementation. Fear of the unknown, fear of technology and lack of professionalism
were pointed as the main challenges and the researcher drew out several
recommendations where the EATTA should ensure that the change process is totally
inclusive with the entire tea stakeholders and the government through the Ministry of
Agriculture to be incorporated in the strategy making process, sensitization of the
membership and incorporation of Information Technology in the operations of the
EATTA were the key recommendations based on the research findings and conclusions
of the study. | en_US |
