Paradigmaverskuiwing in veranderingsbestuur: 'n kommunikasiebenadering.

The competitive advantage in a dynamic environment can only be gained if the organisation stays aligned with underlying tendencies of that environment, which makes the management of change one of the most important functions of organisations. Organisations often find that earlier paradigms for the management of change are no longer relevant. This necessitated a new paradigm for the management of change, in order to enable organisations to adapt to a turbulent environment. In this article the focus is therefore on the development of a new paradigm for the management of change, in which the management of change is viewed as a strategically planned process in which a communication strategy plays a core role. Existing models and theories were therefore refined and incorporated in order to develop a holistic, systemic model for the management of change.Prof. Sonja Verwe