Edited by Tyrone S. Pitsis, Ace Simpson and Erlend Dehlin
Chapter 15: Innovating professionalism in a communication consultancy
The idea of organizational innovation, renewal and change in ways of managing, ways of organizing and ways of producing have become a leading start in today’s business world. Leaders who ‘implement change’ are viewed as strong leaders – before they are themselves changed for the next best changer on the market. The concept of organizational innovation has many interpretations; it is used to describe a process as well as a product. Twisting the idea of organizational innovation as a process driven by an intentional mastermind we focus in particular on the processual innovations unfolding in much professional service work (Carlsen et al., 2004). More specifically, we are focusing on the changes and innovations that occur from the bottom-up in an organization, a complex process of change created by a collaborating workforce. In the knowledge economy, with its changing environment of communicative technology and knowledge demands, organizational innovation abilities are increasingly viewed as a key factor to sustained competitive advantage (Tushman and O’Reilly, 1996; Dess and Picken, 2000). This chapter presents organizational innovation in a professional service firm (PSF) (Lowendahl, 2005).
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