Many attempts at organizational change take the form of "orchestrated social movements," where elites seek to set social movement-like processes in motion rather than establish new organizational rules or roles. Programs are rolled out with symbolic support and references to long-term career and organizational benefits, but few material resources. A small cadre of professionals plays the role of activists, involving workers and managers in training sessions and problem-solving teams. The hope is that positive feedback between the converted and the unconverted will lead new behaviors to diffuse and become self-sustaining.We examine one such process, that of a "quality initiative" at a global financial services corporation. A survey of bank employees is analyzed to develop insight into the determinants of recruitment? A survey of bank employees indicates that attitudes to the program reflect individual values, forms of personal involvement, experience with related programs, expectations of program durability, and the attitudes of co-workers. We argue the fragility of the initiative is explained in part by its difficulty in recruiting adherents, coupled with the fact that workers rather than managers are its strongest supporters.
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Organizational Change as an Orchestrated Social Movement: Determinants and Implications of Recruitment to a "Quality Initiative"Understandings of organizational change, like organizations themselves, are informed by cultural assumptions of rationality, authority, and functional integration. The focus is on formal adoption and on the subsequent implementation of new procedures or roles. In principle, implementation involves the way managers or executives design work systems, create positions, modify incentives, and elicit compliance. The process may be messy and contested in practice ---organization members may resist and strategies backfire ---but the organizing frame of programmatic implementation remains. This paper argues that some sorts of organizational change may be fruitfully approached as social movements. The point has been made before, most notably by Zald and Berger (1978), who discuss efforts to overthrow organizational leaders as coup d'etats, whistle-blowing and factional conflict as bureaucratic insurgency, and union conflict and prison riots as mass movements.We study a different sort of social movement, which we term an "orchestrated social movement." Here elites seek to set mobilization processes in motion rather than implement new organizational rules or roles. Programs have symbolic support but few material resources. A small cadre of professionals plays the role of activists, involving workers and managers through training sessions and new work activities. The hope is that positive feedback from the newly converted will lead novel behaviors to diffuse and become self-sustaining.A note on our usage. We think the term "social movement" combines two central connotations: a processual component referring to activist-led mobilization of formally 4 autonomous actor...