Connect Group was one of the leading makers of mobile handsets till a few years ago and which went at the bottom of the heap. Connect Group didn't…

Connect Group has to make strategic changes for its survival. The changes in the environmental forces often require businesses to make modifications in their existing strategies and bring out new strategies. Strategic change is a complex process that involves a corporate strategy focused on new markets, products, services and new ways of doing business. Unless companies embrace change, they are likely to freeze and unless companies prepare to deal with sudden, unpredictable, discontinuous, and radical change, they are likely to be extinct. Three steps for initiating strategic change are: (i) Recognise the need for change – The first step is to diagnose the which facets of the present corporate culture are strategy supportive and which are not. (ii) Create a shared vision to manage change - Objectives of both individuals and organisation should coincide. There should be no conflict between them. This is possible only if the management and the organisation members follow a shared vision. (iii) Institutionalise the change - This is an action stage which requires the implementation of the changed strategy. Creating and sustaining a different attitude towards change is essential to ensure that the firm does not slip back into old ways of doing things.