Organizational Transformation: Designing the Innovative Generation Y Organization

By Dieter Veldsman.

Published by Change Management: An International Journal

Format Price
Article: Print $US10.00
Published online: June 13, 2014 $US5.00

The knowledge economy demands an organizational approach that is flexible, agile and adaptable to the needs of an ever changing environment and customer. Within the developing world, the drive for entrepreneurship and innovation has been deemed as critical success factors for organizations to survive and thrive amidst the challenges posed by the 21st century landscape.
The purpose of the project was to design, develop and implement an organizational culture transformation programme for a generation Y entrepreneurial creative agency within South Africa to drive innovation, storytelling and creative excellence. The implementation utilized narrative inquiry (executive interviews; employee focus groups; enterprise change techniques) to gather data, a best practice design methodology to redesign the organizational purpose, operational model and talent architecture. The study encapsulates action research that was conducted over a six month period with a multidisciplinary consulting team ranging from work psychologists and industry SMEs (small to medium enterprises). Implications for the project enhances the current research landscape pertaining to organizational design, collaborative and emergent change techniques, as well as practical tools and learnings that can be applied to foster organizational designs that drive innovation, problem solving and creative excellence.
Outcomes of the practical study include an innovation roadmap, culture transition plan, and leadership enablement storytelling toolbox that could potentially be applied in practice to foster future successful culture transformations in entrepreneurial generation Y organisations.

Keywords: Storytelling, Culture Transformation, Emergent Change, Innovation, Entrepreneurial, Generation Y

Change Management: An International Journal, Volume 13, Issue 2, June 2014, pp.9-20. Article: Print (Spiral Bound). Published online: June 13, 2014 (Article: Electronic (PDF File; 452.328KB)).

Dieter Veldsman

Director, Consulting Services, Rocketfuel Management Consulting, Johannesburg, Gauteng, South Africa

Dieter started his career as a change analyst where he specialised in technology and behaviour change implementations. He worked extensively within the IT environment where he implemented content management, workflow, SAP, core banking and business modelling technologies to enable business objectives. He has lead numerous large-scale change implementations for various clients across international borders and designed and implemented human capital strategies related to enable sustainable growth and the achievement of business strategy. He has completed his Industrial Psychology Masters Degree Cum Laude in Leadership Storytelling during times of Change at the University of South Africa and has published academical articles on change management in international journals. 
He has presented at the 16th International Business Research Conference in Dubai; The Advances in Leadership conference in London, the International Conference of Psychology in Cape Town and various other conferences on the topics of organizational change, employee engagement and organizational storytelling. He started Rocketfuel Management consulting in 2012 with a core focus on fostering innovative consulting solutions for entrepreneurial organisations in order to drive social change, employment opportunities and a sustainable future within the South African environment.