1 General Introduction to Organization Development This is a book about organization development (OD)—a process that applies a broad range of behavioral science knowledge and practices to help organizations build their capacity to change and to achieve greater effectiveness, including increased financial performance, customer satisfaction, and organization member engagement. Organization development differs from other planned change efforts, such as project management or innovation, because the focus is on building the organization’s ability to assess its current functioning and to achieve its goals. Moreover, OD is oriented to improving the total system—the organization and its parts in the context of the larger environment that affects them. This book reviews the broad background of OD and examines assumptions, strategies and models, intervention techniques, and other aspects of OD. This chapter provides an introduction to OD, describing first the concept of OD itself. Second, it explains why OD has expanded rapidly in the past 50 years, both in terms of people’s need to work with and through others in organizations and in terms of organizations’ need to adapt in a complex and changing world. Third, it reviews briefly the history of OD, and fourth, it describes the evolution of OD into its current state. This introduction to OD is followed by an overview of the rest of the book. ORGANIZATION DEVELOPMENT DEFINED Organization development is both a professional field of social action and an area of scientific inquiry. The practice of OD covers a wide spectrum of activities, with seemingly endless variations upon them. Team building with top corporate management, structural change in a municipality, and job enrichment in a manufacturing firm are all examples of OD. Similarly, the study of OD addresses a broad range of topics, including the effects of change, the methods of organizational change, and the factors influencing OD success. A number of definitions of OD exist and are presented in Table 1.1. Each definition has a slightly different emphasis. For example, Burke’s description focuses attention on culture as the target of change; French’s definition is concerned with OD’s longterm interest and the use of consultants; and Beckhard’s and Beer’s definitions address the process of OD. More recently, Burke and Bradford’s definition broadens the range and interests of OD. Worley and Feyerherm suggested that for a process to be called organization development, (1) it must focus on or result in the change of some aspect of the organizational system; (2) there must be learning or the transfer of knowledge or skill to the client system; and (3) there must be evidence of improvement in or an intention to improve the effectiveness of the client system.1 The following definition incorporates most of these views and is used in this book: Organization development is a systemwide application and transfer of behavioral science knowledge to the planned development, 2 CHAPTER 1 General Introduction to Organization Development [Table 1.1] Definitions of Organization Development • Organization development is a planned process of change in an organization’s culture through the utilization of behavioral science technology, research, and theory. (Warner Burke)2 • Organization development refers to a long-range effort to improve an organization’s problem-solving capabilities and its ability to cope with changes in its external environment with the help of external or internal behavioral-scientist consultants, or change agents, as they are sometimes called. (Wendell French)3 • Organization development is an effort (1) planned, (2) organization-wide, and (3) managed from the top, to (4) increase organization effectiveness and health through (5) planned interventions in the organization’s “processes,” using behavioral science knowledge. (Richard Beckhard)4 • Organization development is a systemwide process of data collection, diagnosis, action planning, intervention, and evaluation aimed at (1) enhancing congruence among organizational structure, process, strategy, people, and culture; (2) developing new and creative organizational solutions; and (3) developing the organization’s selfrenewing capacity. It occurs through the collaboration of organizational members working with a change agent using behavioral science theory, research, and technology. (Michael Beer)5 • Based on (1) a set of values, largely humanistic; (2) application of the behavioral sciences; and (3) open systems theory, organization development is a systemwide process of planned change aimed toward improving overall organization effectiveness by way of enhanced congruence of such key organization dimensions as external environment, mission, strategy, leadership, culture, structure, information and reward systems, and work policies and procedures. (Warner Burke and David Bradford)6 improvement, and reinforcement of the strategies, structures, and processes that lead to organization effectiveness. This definition emphasizes several features that differentiate OD from other approaches to organizational change and improvement, such as management consulting, innovation, project management, and operations management. The definition also helps to distinguish OD from two related subjects, change management and organization change, that also are addressed in this book. First, OD applies to changes in the strategy, structure, and/or processes of an entire system, such as an organization, a single plant of a multiplant firm, a department or work group, or individual role or job. A change program aimed at modifying an organization’s strategy, for example, might focus on how the organization relates to a wider environment and on how those relationships can be improved. It might include changes both in the grouping of people to perform tasks (structure) and in methods of communicating and solving problems (process) to support the changes in strategy. Similarly, an OD program directed at helping a top management team become more effective might focus on interactions and problem-solving processes within the group. This focus might result in the improved ability of top management to solve company problems in strategy and structure. This contrasts with approaches focusing on one or only a few aspects of a system, such as technological innovation or operations management. In these approaches, attention is narrowed to improvement of particular products or processes, or to development of production or service delivery functions. Second, OD is based on the application and transfer of behavioral science knowledge and practice, including microconcepts, such as leadership, group dynamics, and work design, and macroapproaches, such as strategy, organization design, and international CHAPTER 1 General Introduction to Organization Development relations. These subjects distinguish OD from such applications as management consulting, technological innovation, or operations management that emphasize the economic, financial, and technical aspects of organizations. These approaches tend to neglect the personal and social characteristics of a system. Moreover, OD is distinguished by its intent to transfer behavioral science knowledge and skill so that the system is more capable of carrying out planned change in the future. Third, OD is concerned with managing planned change, but not in the formal sense typically associated with management consulting or project management, which tends to comprise programmatic and expert-driven approaches to change. Rather, OD is more an adaptive process for planning and implementing change than a blueprint for how things should be done. It involves planning to diagnose and solve organizational problems, but such plans are flexible and often revised as new information is gathered as the change program progresses. If, for example, there was concern about the performance of a set of international subsidiaries, a reorganization process might begin with plans to assess the current relationships between the international divisions and the corporate headquarters and to redesign them if necessary. These plans would be modified if the assessment discovered that most of the senior management teams were not given adequate cross-cultural training prior to their international assignments. Fourth, OD involves the design, implementation, and the subsequent reinforcement of change. It moves beyond the initial efforts to implement a change program to a longer-term concern for appropriately institutionalizing new activities within the organization. For example, implementing self-managed work teams might focus on ways in which supervisors could give workers more control over work methods. After workers had more control, attention would shift to ensuring that supervisors continued to provide that freedom. That assurance might include rewarding supervisors for managing in a participative style. This attention to reinforcement is similar to training and development approaches that address maintenance of new skills or behaviors, but it differs from other change perspectives that do not address how a change can be institutionalized. Finally, OD is oriented to improving organizational effectiveness. Effectiveness is best measured along three dimensions. First, OD affirms that an effective organization is adaptable; it is able to solve its own problems and focus attention and resources on achieving key goals. OD helps organization members gain the skills and knowledge necessary to conduct these activities by involving them in the change process. Second, an effective organization has high financial and technical performance, including sales growth, acceptable profits, quality products and services, and high productivity. OD helps organizations achieve these ends by leveraging social science practices to lower costs, improve products and services, and increase productivity. Finally, an effective organization has satisfied and loyal customers or other external stakeholders and an engaged, satisfied, and learning workforce. The organization’s performance responds to the needs of external groups, such as stockholders, customers, suppliers, and government agencies, which provide the organization with resources and legitimacy. Moreover, it is able to attract and motivate effective employees, who then perform at higher levels. Other forms of organizational change clearly differ from OD in their focus. Management consulting, for example, primarily addresses financial performance, whereas operations management or industrial engineering focuses on productivity. Organization development can be distinguished from change management and organizational change. OD and change management both address the effective implementation of planned change. They are both concerned with the sequence of activities, processes, and leadership issues that produce organization improvements. They differ, however, in their underlying value orientation. OD’s behavioral science foundation supports values of human potential, participation, and development in addition to 3 4 CHAPTER 1 General Introduction to Organization Development performance and competitive advantage. Change management focuses more narrowly on values of cost, quality, and schedule.7 As a result, OD’s distinguishing feature is its concern with the transfer of knowledge and skill so that the system is more able to manage change in the future. Change management does not necessarily require the transfer of these skills. In short, all OD involves change management, but change management may not involve OD. Similarly, organizational change is a broader concept than OD. As discussed above, organization development can be applied to managing organizational change. However, it is primarily concerned with managing change in such a way that knowledge and skills are transferred to build the organization’s capability to achieve goals and solve problems. It is intended to change the organization in a particular direction, toward improved problem solving, responsiveness, quality of work life, and effectiveness. Organizational change, in contrast, is more broadly focused and can apply to any kind of change, including technical and managerial innovations, organization decline, or the evolution of a system over time. These changes may or may not be directed at making the organization more developed in the sense implied by OD. The behavioral sciences have developed useful concepts and methods for helping organizations to deal with changing environments, competitor initiatives, technological innovation, globalization, or restructuring. They help managers and administrators to manage the change process. Many of these concepts and techniques are described in this book, particularly in relation to managing change. THE GROWTH AND RELEVANCE OF ORGANIZATION DEVELOPMENT In each of the previous editions of this book, we argued that organizations must adapt to increasingly complex and uncertain technological, economic, political, and cultural changes. We also argued that OD could help an organization to create effective responses to these changes and, in many cases, to proactively influence the strategic direction of the firm. The rapidly changing conditions of the past few years confirm our arguments and accentuate their relevance. According to several observers, organizations are in the midst of unprecedented uncertainty and chaos, and nothing short of a management revolution will save them.8 Three major trends are shaping change in organizations: globalization, information technology, and managerial innovation.9 First, globalization is changing the markets and environments in which organizations operate as well as the way they function. New governments, new leadership, new markets, and new countries are emerging and creating a new global economy with both opportunities and threats.10 The toppling of the Berlin Wall symbolized and energized the reunification of Germany; the European Union created a cohesive economic block that alters the face of global markets; entrepreneurs appeared in Russia, the Balkans, and Siberia to transform the former Soviet Union; terrorism has reached into every corner of economic and social life; and China is emerging as an open market and global economic influence. The rapid spread of Severe Acute Respiratory Syndrome (SARS) and its economic impact clearly demonstrated the interconnectedness among the social environment, organizations, and the global economy. Second, information technology is redefining the traditional business model by changing how work is performed, how knowledge is used, and how the cost of doing business is calculated. The way an organization collects, stores, manipulates, uses, and transmits information can lower costs or increase the value and quality of products and services. Information technology, for example, is at the heart of emerging e-commerce strategies and organizations. Amazon.com, Yahoo!, and eBay are among CHAPTER 1 General Introduction to Organization Development the survivors of a busted dot-com bubble, Google has emerged as a major competitor to Microsoft, and the amount of business being conducted on the Internet is projected to grow at double-digit rates. Moreover, the underlying rate of innovation is not expected to decline. Electronic data interchange—a state-of-the-art technology application a few years ago—is now considered routine business practice. The ability to move information easily and inexpensively throughout and among organizations has fueled the downsizing, delayering, and restructuring of firms. The Internet has enabled a new form of work known as telecommuting; organization members from Captial One and Cigna can work from their homes without ever going to the office. Finally, information technology is changing how knowledge is used. Information that is widely shared reduces the concentration of power at the top of the organization. In choosing “You” as the 2006 Person of the Year, Time magazine noted that the year was “a story about community and collaboration on a scale never seen before. It’s about . . . Wikipedia . . . YouTube and . . . MySpace. It’s about the many wresting power from the few and helping one another for nothing and how that will not only change the world, but also change the way the world changes (emphasis added).”11 Organization members now share the same key information that senior managers once used to control decision making. Third, managerial innovation has responded to the globalization and information technology trends and has accelerated their impact on organizations. New organizational forms, such as networks, strategic alliances, and virtual corporations, provide organizations with new ways of thinking about how to manufacture goods and deliver services. The strategic alliance, for example, has emerged as one of the indispensable tools in strategy implementation. No single organization, not even IBM, Mitsubishi, or General Electric, can control the environmental and market uncertainty it faces. Sun Microsystems’ network is so complex that some products it sells are never touched by a Sun employee. In addition, change innovations, such as downsizing or reengineering, have radically reduced the size of organizations and increased their flexibility; new large-group interventions, such as the search conference and open space, have increased the speed with which organizational change can take place; and organization learning interventions have acknowledged and leveraged knowledge as a critical organizational resource.12 Managers, OD practitioners, and researchers argue that these forces not only are powerful in their own right but are interrelated. Their interaction makes for a highly uncertain and chaotic environment for all kinds of organizations, including manufacturing and service firms and those in the public and private sectors. There is no question that these forces are profoundly affecting organizations. Fortunately, a growing number of organizations are undertaking the kinds of organizational changes needed to survive and prosper in today’s environment. They are making themselves more streamlined and nimble, more responsive to external demands, and more ecologically sustainable. They are involving employees in key decisions and paying for performance rather than for time. They are taking the initiative in innovating and managing change, rather than simply responding to what has already happened. Organization development plays a key role in helping organizations change themselves. It helps organizations assess themselves and their environments and revitalize and rebuild their strategies, structures, and processes. OD helps organization members go beyond surface changes to transform the underlying assumptions and values governing their behaviors. The different concepts and methods discussed in this book increasingly are finding their way into government agencies, manufacturing firms, multinational corporations, service industries, educational institutions, and not-for-profit organizations. Perhaps at no other time has OD been more responsive and practically relevant to organizations’ needs to operate effectively in a highly complex and changing world. 5 6 CHAPTER 1 General Introduction to Organization Development OD is obviously important to those who plan a professional career in the field, either as an internal consultant employed by an organization or as an external consultant practicing in many organizations. A career in OD can be highly rewarding, providing challenging and interesting assignments working with managers and employees to improve their organizations and their work lives. In today’s environment, the demand for OD professionals is rising rapidly. For example, large professional services firms must have effective “change management” practices to be competitive. Career opportunities in OD should continue to expand in the United States and abroad. Organization development also is important to those who have no aspirations to become professional practitioners. All managers and administrators are responsible for supervising and developing subordinates and for improving their departments’ performance. Similarly, all staff specialists, such as financial analysts, engineers, information technologists, or market researchers, are responsible for offering advice and counsel to managers and for introducing new methods and practices. Finally, OD is important to general managers and other senior executives because OD can help the whole organization be more flexible, adaptable, and effective. Organization development can also help managers and staff personnel perform their tasks more effectively. It can provide the skills and knowledge necessary for establishing effective interpersonal relationships. It can show personnel how to work effectively with others in diagnosing complex problems and in devising appropriate solutions. It can help others become committed to the solutions, thereby increasing chances for their successful implementation. In short, OD is highly relevant to anyone having to work with and through others in organizations. A SHORT HISTORY OF ORGANIZATION DEVELOPMENT A brief history of OD will help to clarify the evolution of the term as well as some of the problems and confusion that have surrounded it. As currently practiced, OD emerged from five major backgrounds or stems, as shown in Figure 1.1. The first was the growth of the National Training Laboratories (NTL) and the development of training groups, otherwise known as sensitivity training or T-groups. The second stem of OD was the classic work on action research conducted by social scientists interested in applying research to managing change. An important feature of action research was a technique known as survey feedback. Kurt Lewin, a prolific theorist, researcher, and practitioner in group dynamics and social change, was instrumental in the development of T-groups, survey feedback, and action research. His work led to the creation of OD and still serves as a major source of its concepts and methods. The third stem reflects a normative view of OD. Rensis Likert’s participative management framework and Blake and Mouton’s Grid® OD suggest a “one best way” to design and operate organizations. The fourth background is the approach focusing on productivity and the quality of work life. The fifth stem of OD, and the most recent influence on current practice, involves strategic change and organization transformation. Laboratory Training Background This stem of OD pioneered laboratory training, or the T-group—a small, unstructured group in which participants learn from their own interactions and evolving group processes about such issues as interpersonal relations, personal growth, leadership, and group dynamics. Essentially, laboratory training began in the summer of 1946, when Kurt Lewin and his staff at the Research Center for Group Dynamics at the Massachusetts Institute of Technology (MIT) were asked by the Connecticut Interracial Commission and the Committee on Community Interrelations of the CHAPTER 1 7 General Introduction to Organization Development [Figure 1.1] The Five Stems of OD Practice CURRENT OD PRACTICE Laboratory Training Action Research/Survey Feedback Normative Approaches Quality of Work Life Strategic Change 1950 1960 1970 1980 1990 2000 Today American Jewish Congress for help in research on training community leaders. A workshop was developed, and the community leaders were brought together to learn about leadership and to discuss problems. At the end of each day, the researchers discussed privately what behaviors and group dynamics they had observed. The community leaders asked permission to sit in on these feedback sessions. Reluctant at first, the researchers finally agreed. Thus, the first T-group was formed in which people reacted to data about their own behavior.13 The researchers drew two conclusions about this first T-group experiment: (1) Feedback about group interaction was a rich learning experience, and (2) the process of “group building” had potential for learning that could be transferred to “back-home” situations.14 As a result of this experience, the Office of Naval Research and the National Education Association provided financial backing to form the National Training Laboratories, and Gould Academy in Bethel, Maine, was selected as a site for further work (since then, Bethel has played an important part in NTL). The first Basic Skill Groups were offered in the summer of 1947. The program was so successful that the Carnegie Foundation provided support for programs in 1948 and 1949. This led to a permanent program for NTL within the National Education Association. In the 1950s, three trends emerged: (1) the emergence of regional laboratories, (2) the expansion of summer program sessions to year-round sessions, and (3) the expansion of the T-group into business and industry, with NTL members becoming increasingly involved with industry programs. Notable among these industry efforts was the pioneering work of Douglas McGregor at Union Carbide, of Herbert Shepard and Robert Blake at Esso Standard Oil (now ExxonMobil), of McGregor and Richard Beckhard at General Mills, and of Bob Tannenbaum at TRW Space Systems.15 8 CHAPTER 1 General Introduction to Organization Development Applications of T-group methods at these companies spawned the term “organization development” and, equally important, led corporate personnel and industrial relations specialists to expand their roles to offer internal consulting services to managers.16 Over time, T-groups have declined as an OD intervention. They are closely associated with that side of OD’s reputation as a “touchy-feely” process. NTL, as well as UCLA and Stanford, continues to offer T-groups to the public, a number of proprietary programs continue to thrive, and Pepperdine University and American University continue to utilize T-groups as part of master’s level OD practitioner education. The practical aspects of T-group techniques for organizations gradually became known as team building—a process for helping work groups become more effective in accomplishing tasks and satisfying member needs. Team building is one of the most common and institutionalized forms of OD today. Action Research and Survey Feedback Background Kurt Lewin also was involved in the second movement that led to OD’s emergence as a practical field of social science. This second background refers to the processes of action research and survey feedback. The action research contribution began in the 1940s with studies conducted by social scientists John Collier, Kurt Lewin, and William Whyte. They discovered that research needed to be closely linked to action if organization members were to use it to manage change. A collaborative effort was initiated between organization members and social scientists to collect research data about an organization’s functioning, to analyze it for causes of problems, and to devise and implement solutions. After implementation, further data were collected to assess the results, and the cycle of data collection and action often continued. The results of action research were twofold: Members of organizations were able to use research on themselves to guide action and change, and social scientists were able to study that process to derive new knowledge that could be used elsewhere. Among the pioneering action research studies were the work of Lewin and his students at the Harwood Manufacturing Company17 and the classic research by Lester Coch and John French on overcoming resistance to change.18 The latter study led to the development of participative management as a means of getting employees involved in planning and managing change. Other notable action research contributions included Whyte and Edith Hamilton’s famous study of Chicago’s Tremont Hotel19 and Collier’s efforts to apply action research techniques to improving race relations when he was commissioner of Indian affairs from 1933 to 1945.20 These studies did much to establish action research as integral to organization change. Today, it is the backbone of many OD applications. A key component of most action research studies was the systematic collection of survey data that were fed back to the client organization. Following Lewin’s death in 1947, his Research Center for Group Dynamics at MIT moved to Michigan and joined with the Survey Research Center as part of the Institute for Social Research. The institute was headed by Rensis Likert, a pioneer in developing scientific approaches to attitude surveys. His doctoral dissertation at Columbia University developed the widely used 5-point “Likert Scale.”21 In an early study by the institute, Likert and Floyd Mann administered a companywide survey of management and employee attitudes at Detroit Edison.22 The feedback process that evolved was an “interlocking chain of conferences.” The major findings of the survey were first reported to the top management and then transmitted throughout the organization. The feedback sessions were conducted in task groups, with supervisors and their immediate subordinates discussing the data together. Although there was little substantial research evidence, the researchers intuitively felt that this was a powerful process for change. CHAPTER 1 General Introduction to Organization Development In 1950, eight accounting departments asked for a repeat of the survey, thus generating a new cycle of feedback meetings. In four departments, feedback approaches were used, but the method varied; two departments received feedback only at the departmental level; and because of changes in key personnel, nothing was done in the remaining two departments. A third follow-up study indicated that more significant and positive changes, such as job satisfaction, had occurred in the departments receiving feedback than in the two departments that did not participate. From those findings, Likert and Mann derived several conclusions about the effects of survey feedback on organization change. This led to extensive applications of survey-feedback methods in a variety of settings. The common pattern of data collection, data feedback, action planning, implementation, and follow-up data collection in both action research and survey feedback can be seen in these examples. Normative Background The intellectual and practical advances from the laboratory training stem and the action research/survey-feedback stem were followed closely by the belief that a human relations approach represented a “one best way” to manage organizations. This normative belief was exemplified in research that associated Likert’s Participative Management (System 4, as outlined below) style and Blake and Mouton’s Grid OD program with organizational effectiveness.23 Likert’s Participative Management Program characterized organizations as having one of four types of management systems:24 • Exploitive authoritative systems (System 1) exhibit an autocratic, top-down approach to leadership. Employee motivation is based on punishment and occasional rewards. Communication is primarily downward, and there is little lateral interaction or teamwork. Decision making and control reside primarily at the top of the organization. System 1 results in mediocre performance. • Benevolent authoritative systems (System 2) are similar to System 1, except that management is more paternalistic. Employees are allowed a little more interaction, communication, and decision making but within boundaries defined by management. • Consultative systems (System 3) increase employee interaction, communication, and decision making. Although employees are consulted about problems and decisions, management still makes the final decisions. Productivity is good, and employees are moderately satisfied with the organization. • Participative group systems (System 4) are almost the opposite of System 1. Designed around group methods of decision making and supervision, this system fosters high degrees of member involvement and participation. Work groups are highly involved in setting goals, making decisions, improving methods, and appraising results. Communication occurs both laterally and vertically, and decisions are linked throughout the organization by overlapping group membership. System 4 achieves high levels of productivity, quality, and member satisfaction. Likert applied System 4 management to organizations using a survey-feedback process. The intervention generally started with organization members completing the Profile of Organizational Characteristics.25 The survey asked members for their opinions about both the present and ideal conditions of six organizational features: leadership, motivation, communication, decisions, goals, and control. In the second stage, the data were fed back to different work groups within the organization. Group members examined the discrepancy between their present situation and their ideal, generally using System 4 9 10 CHAPTER 1 General Introduction to Organization Development as the ideal benchmark, and generated action plans to move the organization toward System 4 conditions. Blake and Mouton’s Grid Organization Development originated from research about managerial and organizational effectiveness.26 Data gathered on organizational excellence from 198 organizations located in the United States, Japan, and Great Britain found that the two foremost barriers to excellence were planning and communications.27 Each of these barriers was researched further to understand its roots, and the research resulted in a normative model of leadership—the Managerial Grid. According to the Managerial Grid, an individual’s style can be described according to his or her concern for production and concern for people.28 A concern for production covers a range of behaviors, such as accomplishing productive tasks, developing creative ideas, making quality policy decisions, establishing thorough and high-quality staff services, or creating efficient workload measurements. Concern for production is not limited to things but also may involve human accomplishment within the organization, regardless of the assigned tasks or activities. A concern for people encompasses a variety of issues, including concern for the individual’s personal worth, good working conditions, a degree of involvement or commitment to completing the job, security, a fair salary structure and fringe benefits, and good social and other relationships. Each dimension is measured on a 9-point scale and results in 81 possible leadership styles. For example, 1,9 managers have a low concern for production and a high concern for people: They view people’s feelings, attitudes, and needs as valuable in their own right. This type of manager strives to provide subordinates with work conditions that provide ease, security, and comfort. On the other hand, 9,1 managers have a high concern for production but a low concern for people: They minimize the attitudes and feelings of subordinates and give little attention to individual creativity, conflict, and commitment. As a result, the focus is on the work organization. Blake and Mouton proposed that the 9,9 managerial style is the most effective in overcoming the communications barrier to corporate excellence. The basic assumptions behind this managerial style differ qualitatively and quantitatively from those underlying the other managerial styles, which assume there is an inherent conflict between the needs of the organization and the needs of people. By showing a high concern for both people and production, managers allow employees to think and to influence the organization, thus promoting active support for organizational plans. Employee participation means that better communication is critical; therefore, necessary information is shared by all relevant parties. Moreover, better communication means self-direction and selfcontrol, rather than unquestioning, blind obedience. Organizational commitment arises out of discussion, deliberation, and debate over major organizational issues. One of the most structured interventions in OD, Blake and Mouton’s Grid Organization Development has two key objectives: to improve planning by developing a strategy for organizational excellence based on clear logic, and to help managers gain the necessary knowledge and skills to supervise effectively. It consists of six phases designed to analyze an entire business and to overcome the planning and communications barriers to corporate excellence. The first phase is the Grid Seminar, a 1-week program where participants analyze their personal style and learn methods of problem solving. Phase two consists of team development and phase three involves intergroup development. In phase four, an ideal model of organizational excellence is developed and in phase five, the model is implemented. The final phase consists of an evaluation of the organization. Despite some research support, the normative approach to change has given way to a contingency view that acknowledges the influence of the external environment, technology, and other forces in determining the appropriate organization design and management practices. Still, Likert’s participative management and Blake and Mouton’s Grid OD frameworks are both used in organizations today. CHAPTER 1 General Introduction to Organization Development Productivity and Quality-of-Work-Life Background The contribution of the productivity and quality-of-work-life (QWL) background to OD can be described in two phases. The first phase is described by the original projects developed in Europe in the 1950s and their emergence in the United States during the 1960s. Based on the research of Eric Trist and his colleagues at the Tavistock Institute of Human Relations in London, early practitioners in Great Britain, Ireland, Norway, and Sweden developed work designs aimed at better integrating technology and people.29 These QWL programs generally involved joint participation by unions and management in the design of work and resulted in work designs giving employees high levels of discretion, task variety, and feedback about results. Perhaps the most distinguishing characteristic of these QWL programs was the discovery of self-managing work groups as a form of work design. These groups were composed of multiskilled workers who were given the necessary autonomy and information to design and manage their own task performances. As these programs migrated to America, a variety of concepts and techniques were adopted and the approach tended to be more mixed than in European practice. For example, two definitions of QWL emerged during its initial development.30 QWL was first defined in terms of people’s reaction to work, particularly individual outcomes related to job satisfaction and mental health. Using this definition, QWL focused primarily on the personal consequences of the work experience and how to improve work to satisfy personal needs. A second definition of QWL defined it as an approach or method.31 People defined QWL in terms of specific techniques and approaches used for improving work.32 It was viewed as synonymous with methods such as job enrichment, self-managed teams, and labor–management committees. This technique orientation derived mainly from the growing publicity surrounding QWL projects, such as the General Motors–United Auto Workers project at Tarrytown and the Gaines Pet Food plant project. These pioneering projects drew attention to specific approaches for improving work. The excitement and popularity of this first phase of QWL in the United States lasted until the mid-1970s, when other more pressing issues, such as inflation and energy costs, diverted national attention. However, starting in 1979, a second phase of QWL activity emerged. A major factor contributing to the resurgence of QWL was growing international competition faced by the United States in markets at home and abroad. It became increasingly clear that the relatively low cost and high quality of foreign-made goods resulted partially from the management practices used abroad, especially in Japan. Books extolling the virtues of Japanese management, such as Ouchi’s Theory Z,33 made best-seller lists. As a result, QWL programs expanded beyond their initial focus on work design to include other features of the workplace that can affect employee productivity and satisfaction, such as reward systems, work flows, management styles, and the physical work environment. This expanded focus resulted in larger-scale and longer-term projects than had the early job enrichment programs and shifted attention beyond the individual worker to work groups and the larger work context. Equally important, it added the critical dimension of organizational efficiency to what had been up to that time a primary concern for the human dimension. At one point, the productivity and QWL approach became so popular that it was called an ideological movement. This was particularly evident in the spread of quality circles within many companies. Popularized in Japan, quality circles are groups of employees trained in problem-solving methods that meet regularly to resolve workenvironment, productivity, and quality-control concerns and to develop more efficient ways of working. At the same time, many of the QWL programs started in the early 1970s were achieving success. Highly visible corporations, such as General Motors, Ford, and Honeywell, and unions, such as the United Automobile Workers, the Oil, Chemical, and Atomic Workers, the Communications Workers of America, and the Steelworkers, 11 12 CHAPTER 1 General Introduction to Organization Development were more willing to publicize their QWL efforts. In 1980, for example, more than 1,800 people attended an international QWL conference in Toronto, Canada. Unlike previous conferences, which were dominated by academics, the presenters at Toronto were mainly managers, workers, and unionists from private and public corporations. Today, this second phase of QWL activity continues primarily under the banner of “employee involvement” (EI) as well as total quality management and six-sigma programs, rather than of QWL. For many OD practitioners, the term EI signifies, more than the name QWL, the growing emphasis on how employees can contribute more to running the organization so it can be more flexible, productive, and competitive. Recently, the term “employee empowerment” has been used interchangeably with the term EI, the former suggesting the power inherent in moving decision making downward in the organization.34 Employee empowerment may be too restrictive, however. Because it draws attention to the power aspects of these interventions, it may lead practitioners to neglect other important elements needed for success, such as information, skills, and rewards. Consequently, EI seems broader and less restrictive than does employee empowerment as a banner for these approaches to organizational improvement. Strategic Change Background The strategic change background is a recent influence on OD’s evolution. As organizations and their technological, political, and social environments have become more complex and more uncertain, the scale and intricacies of organizational change have increased. This trend has produced the need for a strategic perspective from OD and encouraged planned change processes at the organization level.35 Strategic change involves improving the alignment among an organization’s environment, strategy, and organization design.36 Strategic change interventions include efforts to improve both the organization’s relationship to its environment and the fit between its technical, political, and cultural systems.37 The need for strategic change is usually triggered by some major disruption to the organization, such as the lifting of regulatory requirements, a technological breakthrough, or a new chief executive officer coming in from outside the organization.38 One of the first applications of strategic change was Richard Beckhard’s use of open systems planning.39 He proposed that an organization’s environment and its strategy could be described and analyzed. Based on the organization’s core mission, the differences between what the environment demanded and how the organization responded could be reduced and performance improved. Since then, change agents have proposed a variety of large-scale or strategic-change models;40 each of these models recognizes that strategic change involves multiple levels of the organization and a change in its culture, is often driven from the top by powerful executives, and has important effects on performance. More recently, strategic approaches to OD have been extended into mergers and acquisitions, alliance formation, and network development.41 The strategic change background has significantly influenced OD practice. For example, implementing strategic change requires OD practitioners to be familiar with competitive strategy, finance, and marketing, as well as team building, action research, and survey feedback. Together, these skills have improved OD’s relevance to organizations and their managers. EVOLUTION IN ORGANIZATION DEVELOPMENT Current practice in organization development is strongly influenced by these five backgrounds as well as by the trends shaping change in organizations. The laboratory training, action research and survey feedback, normative, and QWL roots of OD are evident in the strong value focus that underlies its practice. The more recent influence CHAPTER 1 General Introduction to Organization Development of the strategic change background has greatly improved the relevance and rigor of OD practice. They have added financial and economic indicators of effectiveness to OD’s traditional measures of work satisfaction and personal growth. All of the backgrounds support the transfer of knowledge and skill to the client system and the building of capacity to better manage change in the future. Today, the field is being influenced by the globalization and information technology trends described earlier. OD is being carried out in many more countries and in many more organizations operating on a worldwide basis. This is generating a whole new set of interventions as well as adaptations to traditional OD practice.42 In addition, OD must adapt its methods to the technologies being used in organizations. As information technology continues to influence organization environments, strategies, and structures, OD will need to manage change processes in cyberspace as well as face-to-face. The diversity of this evolving discipline has led to tremendous growth in the number of professional OD practitioners, in the kinds of organizations involved with OD, and in the range of countries within which OD is practiced. The expansion of the OD Network (http://www.odnetwork.org), which began in 1964, is one indication of this growth. It has grown from 200 members in 1970 to 2,800 in 1992 to 4,031 in 1999 and has remained stable with about 4,000 in 2007. At the same time, Division 14 of the American Psychological Association, formerly known as the Division of Industrial Psychology, has changed its title to the Society for Industrial and Organizational Psychology (http://www.siop.org). In 1968, the American Society for Training & Development (http://www.astd.org) set up an OD division, which currently operates as the OD/Leadership Community with more than 2,000 members. In 1971, the Academy of Management established a Division of Organization Development and Change (http://www.aom.pace.edu/odc), which currently has more than 2,600 members. Pepperdine University (http://bschool.pepperdine.edu/programs/msod), Bowling Green State University (http://www.bgsu.edu), and Case Western Reserve University (http://www.cwru.edu) offered the first master’s degree programs in OD in 1975, and Case Western Reserve University began the first doctoral program in OD. Organization development now is being taught at the graduate and undergraduate levels in a large number of universities.43 In addition to the growth of professional societies and educational programs in OD, the field continues to develop new theorists, researchers, and practitioners who are building on the work of the early pioneers and extending it to contemporary issues and conditions. The first generation of contributors included Chris Argyris, who developed a learning and action-science approach to OD;44 Warren Bennis, who tied executive leadership to strategic change;45 Edie Seashore, who keeps interpersonal relationships and diversity in the forefront of practice;46 Edgar Schein, who developed process approaches to OD, including the key role of organizational culture in change management;47 Richard Beckhard, who focused attention on the importance of managing transitions;48 and Robert Tannenbaum, who sensitized OD to the personal dimension of participants’ lives.49 Among the second generation of contributors are Warner Burke, whose work has done much to make OD a professional field;50 Larry Greiner, who has brought the ideas of power and evolution into the mainstream of OD;51 Edward Lawler III, who has extended OD to reward systems and employee involvement;52 Anthony Raia and Newton Margulies, who together have kept our attention on the values underlying OD and what those mean for contemporary practice;53 and Peter Vaill, Craig Lundberg, Billie Alban, Barbara Bunker, and David Jamieson, who continue to develop OD as a practical science.54 Included among the newest generation of OD contributors are Dave Brown, whose work on action research and developmental organizations has extended OD into community and societal change;55 Thomas Cummings, whose work on sociotechnical systems, self-designing organizations, and transorganizational development has 13 14 CHAPTER 1 General Introduction to Organization Development led OD beyond the boundaries of single organizations to groups of organizations and their environments;56 Max Elden, whose international work in industrial democracy draws attention to the political aspects of OD;57 Richard Woodman, William Pasmore, Rami Shani, and Jerry Porras, who have done much to put OD on a sound research and conceptual base;58 and Peter Block, who has focused attention on consulting skills, empowerment processes, and reclaiming our individuality.59 Others making important contributions to the field include Ken Murrell, who has focused attention on the internationalization of OD;60 Sue Mohrman, who has forged a link between organization design and OD;61 Chris Worley, who has pushed the integration of OD with strategy and organization design;62 David Cooperrider and Jim Ludema, who have turned our attention toward the positive aspects of organizations;63 and Bob Marshak, who alerts us to the importance of symbolic and covert processes during change.64 These academic contributors are joined by a large number of internal OD practitioners and external consultants who lead organizational change. Many different organizations have undertaken a wide variety of OD efforts. In many cases, organizations have been at the forefront of innovating new change techniques and methods as well as new organizational forms. Larger corporations that have engaged in organization development include General Electric, Boeing, Texas Instruments, American Airlines, DuPont, Intel, Hewlett-Packard, Microsoft, General Foods, Procter & Gamble, IBM, Raytheon, Wells Fargo Bank, the Hartford Financial Services, and Limited Brands. Traditionally, much of the work was considered confidential and was not publicized. Today, however, organizations increasingly are going public with their OD efforts, sharing the lessons with others. OD work also is being done in schools, communities, and local, state, and federal governments. Several reviews of OD projects were directed primarily at OD in public administration.65 Extensive OD work was done in the armed services, including the army, navy, air force, and coast guard, although OD activity and research activities have ebbed and flowed with changes in the size and scope of the military. Public schools began using both group training and survey feedback relatively early in the history of OD.66 Usually, the projects took place in suburban middle-class schools, where stresses and strains of an urban environment were not prominent and ethnic and socioeconomic differences between consultants and clients were not high. In more recent years, OD methods have been extended to urban schools and to colleges and universities. Organization development is increasingly international. It has been applied in nearly every country in the world. These efforts have involved such organizations as Saab (Sweden), Imperial Chemical Industries (England), Shell Oil Company, Orrefors (Sweden), Akzo-Nobel (The Netherlands), the Beijing Arbitration Commission and Neusoft Corporation (China), Air New Zealand, and Vitro (Mexico). Although it is evident that OD has expanded vastly in recent years, relatively few of the total number of organizations in the United States are actively involved in formal OD programs. However, many organizations are applying OD approaches and techniques without knowing that such a term exists. OVERVIEW OF THE BOOK This book presents the process and practice of organization development in a logical flow, as shown in Figure 1.2. Part 1 provides an overview of OD that describes the process of planned change and those who perform the work. It consists of two chapters. Chapter 2 discusses the nature of planned change and presents some models describing the change process. Planned change is viewed as an ongoing cycle of four activities: entering and contracting, diagnosing, planning and implementing, and evaluating and institutionalizing. Chapter 3 describes the OD practitioner and provides insight into the knowledge and skills needed to practice OD and the kinds of career issues that can be expected. CHAPTER 1 15 General Introduction to Organization Development [Figure 1.2] Overview of the Book Part 1: Overview of Organization Development The Nature of Planned Change (Chapter 2) The Organization Development Practitioner (Chapter 3) Part 2: The Process of Organization Development Entering and Contracting (Chapter 4) Diagnosing Organizations (Chapter 5) Diagnosing Groups and Jobs (Chapter 6) Collecting and Analyzing Diagnostic Information (Chapter 7) Feeding Back Diagnostic Information (Chapter 8) Designing Interventions (Chapter 9) Leading and Managing Change (Chapter 10) Evaluating and Institutionalizing OD Interventions (Chapter 11) Part 3: Human Process Interventions Part 4: Technostructural Interventions Interpersonal and Group Process Approaches (Chapter 12) Restructuring Organizations (Chapter 14) Organization Process Approaches (Chapter 13) Employee Involvement (Chapter 15) Work Design (Chapter 16) Part 5: Human Resource Management Interventions Part 6: Strategic Change Interventions Transformational Change (Chapter 20) Performance Management (Chapter 17) Continuous Change (Chapter 21) Developing Talent (Chapter 18) Managing Workforce Diversity and Wellness (Chapter 19) Transorganizational Change (Chapter 22) Part 7: Special Applications of Organization Development Organization Development in Global Settings (Chapter 23) OD in Health Care, School Systems, the Public Sector, and Family-Owned Businesses (Chapter 24) Future Directions in Organization Development (Chapter 25) Part 2 is composed of eight chapters that describe the process of organization development. Chapter 4 characterizes the first activity in this process: entering an organizational system and contracting with it for organization development work. Chapters 5, 6, 7, and 8 present the steps associated with the next major activity of the OD process: diagnosing. This involves helping the organization understand its current functioning 16 CHAPTER 1 General Introduction to Organization Development and discover areas for improvement. Chapters 5 and 6 present an open-systems model to guide diagnosis at three levels of analysis: the total organization, the group or department, and the individual job or position. Chapters 7 and 8 review methods for collecting, analyzing, and feeding back diagnostic data. Chapters 9 and 10 address issues concerned with the third activity: designing OD interventions and implementing change. Chapter 9 presents an overview of the intervention design process. Major kinds of interventions are identified, and the specific approaches that make up the next four parts of the book are introduced. Chapter 10 discusses the process of leading and managing change. It identifies key factors contributing to the successful implementation of change programs. Chapter 11 describes the final activity of the planned change process: evaluating OD interventions and establishing them as a permanent part of organizational functioning. Parts 3 through 6 present the major interventions used in OD today. Part 3 (Chapters 12 and 13) is concerned with human process interventions aimed at the social processes occurring within organizations. These are the oldest and most traditional interventions in OD. Chapter 12 describes interpersonal and group process approaches, such as process consultation, third-party interventions, and team building. Chapter 13 presents more systemwide process approaches, such as organizational confrontation meetings, intergroup relations, and large-group interventions. Part 4 (Chapters 14, 15, and 16) reviews technostructural interventions that are aimed at organization structure and at better integrating people and technology. Chapter 14 is about restructuring organizations; it describes the alternative methods of organizing work activities as well as processes for downsizing and reengineering the organization. Chapter 15 presents interventions for improving employee involvement. These change programs increase employee knowledge, power, information, and rewards through parallel structures, total quality management, and high-involvement organizations. Chapter 16 describes change programs directed at work design, both of individual jobs and of work groups, for greater employee satisfaction and productivity. Part 5 (Chapters 17, 18, and 19) presents human resource management interventions that are directed at integrating people into the organization. These interventions are associated traditionally with the human resource function in the organization and increasingly have become a part of OD activities. Chapter 17 concerns the process of performance management. This is a cycle of activities that helps groups and individuals to set goals, appraise work, and reward performance. Chapter 18 discusses interventions that build human talent and capital in the organization, including coaching, career planning and development, and management and leadership development. Chapter 19 presents two interventions that address and leverage workforce diversity and improve employee wellness. Part 6 (Chapters 20, 21, and 22) concerns strategic interventions that focus on organizing the firm’s resources to gain a competitive advantage in the environment. These change programs generally are managed from the top of the organization and take considerable time, effort, and resources. Chapter 20 presents three interventions having to do with organization transformation, including integrated strategic change, organization design, and culture change. Chapter 21 describes continuous change interventions, including self-design, learning and knowledge management, and creating built to change organizations. Finally, Chapter 22 describes three transorganizational interventions: merger and acquisition integration processes, alliance formation and management, and network development and change. Part 7 (Chapters 23, 24, and 25) is concerned with special topics in OD. Chapter 23 describes the practice of OD in international settings. OD in organizations operating outside of the United States requires modification of the interventions to fit the country’s cultural context. Organization development in worldwide organizations is aimed CHAPTER 1 General Introduction to Organization Development at improving the internal alignment of strategy, structure, and process to achieve global objectives. Furthermore, the practice of OD in global social change organizations promotes sustainable development and improves human potential in emerging countries. Chapter 24 presents broad applications of OD in different kinds of organizations, including educational, government, family-owned, and health care agencies. Finally, Chapter 25 examines the future of organization development, including the trends affecting the field and the prospects for its influence on organization effectiveness. SUMMARY This chapter introduced OD as a planned change discipline concerned with applying behavioral science knowledge and practices to help organizations achieve greater effectiveness. Managers and staff specialists must work with and through people to achieve organizational objectives, and OD can help them form effective relationships with others. Organizations are faced with rapidly accelerating change, and OD can help them cope with the consequences of change. The concept of OD has multiple meanings. The definition provided here resolved some of the problems with earlier definitions. The history of OD reveals its five roots: laboratory training, action research and survey feedback, normative approaches, productivity and quality of work life, and strategic change. The current practice of OD goes far beyond its humanistic origins by incorporating concepts from organization strategy and design that complement the early emphasis on social processes. The continued growth in the number and diversity of OD approaches, practitioners, and involved organizations attests to the health of the discipline and offers a favorable prospect for the future. NOTES 1. C. 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