CEATING THE 2 1 ST CENTURY ORGANIZATION THE METAMORPHOSIS OF OTICON'

Much has been written about transforming organizations. At the heart of this activity is the notion of Business Process Redesign (BPR), the restructuring of a firm's basic business methods. We describe some of the forces that are behind this need for major organizational change. Next, we provide an overview of BPR and raise several questions concerning its suitability as a theoretical underpinning for radical organizational transformation. We then describe the transformation of Oticon, an international manufacturing firm with headquarters in Denmark. We have called this transformation a Metamorphosis because of the complete reconceptualization of the firm that took place. Using the example of Oticon, we speculate about the prerequisites for change of this extent, paying particular attention to the role of technology, which has been enabling rather than driving