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ﺘﻐﻴﻴﺭ ﺜﻘﺎﻓﺔ ﺍﻟﻤﻨﻅﻤﺔ
ﺭﻏﻡ ﺃﻥ ﺜﻘﺎﻓﺔ ﺍﻟﻤﻨﻅﻤﺔ ﺘﺘﺠﺫﺭ ﻓﻲ ﺍﻓﺘﺭﺍﻀﺎﺕ ﻭﻗﻴﻡ ﺍﻟﻤﻨﻅﻤﺔ ﺍﻟﻤﺘﻘﺎﺴﻤﺔ ،ﺇﻻ ﺃﻨﻬﺎ ﺘﺨﻀﻊ ﻟﻌﻤﻠﻴﺔ
ﺍﻟﺘﻐﻴﻴﺭ ﺍﻟﺘﻲ ﺘﻘﻭﻡ ﺍﻟﻤﻨﻅﻤﺎﺕ ﺍﻟﻤﺘﻤﻴﺯﺓ ﺒﻴﻥ ﻓﺘﺭﺓ ﻭﺃﺨﺭﻯ ﺒﺈﺠﺭﺍﺀ ﺍﻟﺘﻐﻴﻴﺭﺍﺕ ﻓﻴﻬﺎ ﻭﺫﻟﻙ ﻤﻥ ﺨـﻼل
ﻨﻭﻋﻴﻥ ﻤﻥ ﺍﻟﺘﻐﻴﻴﺭﺍﺕ ﺤﺴﺏ ﺭﺅﻴﺔ ﺭﻭﺠﺭ ﺒﻴﻨﻴﺕ ) (Bennettﻭﻫﻤﺎ):(5
ﺃﻭﻻ :ﺍﻟﺘﻐﻴﻴﺭﺍﺕ ﺍﻟﺩﺍﺨﻠﻴﺔ :ﻭﺍﻟﺘﻲ ﻴﻤﻜﻥ ﺃﻥ ﺘﺘﻤﺜل ﻓﻲ ﺃﺭﺒﻌﺔ ﻋﻭﺍﻤل ﻟﺘﻐﻴﻴﺭ ﺜﻘﺎﻓﺔ ﺍﻟﻤﻨﻅﻤﺔ ﻫـﻲ:
ﺇﺩﺨﺎل ﺃﻓﺭﺍﺩ ﺠﺩﺩ )ﺩﻤﺎﺀ ﺠﺩﻴﺩﺓ( ﻓﻲ ﺍﻟﻤﻨﻅﻤﺔ ،ﻭﺒﺭﺍﻤﺞ ﺍﻟﺤﻭﺍﻓﺯ ﺍﻟﻤﺸﺠﻌﺔ ﻟﻠﻤﺩﺍﺨل ﻭﻁﺭﻕ ﺍﻟﻌﻤـل
ﺍﻟﺠﺩﻴﺩﺓ ،ﻭﺘﺒﻨﻲ ﺍﻷﻓﻜﺎﺭ ﺍﻟﺠﺩﻴﺩﺓ )ﺍﻟﺘﻲ ﺘﻐﻴﺭ ﻤﻨﺘﺠﺎﺕ ﺃﻭﺨﺩﻤﺎﺕ ﺃﻭ ﻋﻤﻠﻴﺎﺕ ﺍﻟـﺸﺭﻜﺔ( ،ﻭﺃﺨﻴـﺭﺍ
ﺘﺭﻗﻴﺔ ﺍﻷﻓﺭﺍﺩ ﺫﻭﻱ ﺍﻻﺘﺠﺎﻫﺎﺕ ﺍﻟﺜﻘﺎﻓﻴﺔ ﺍﻟﻤﺭﻨﺔ ﻭﺍﻟﻤﻼﺌﻤﺔ.
ﺜﺎﻨﻴﺎ :ﺍﻟﺘﻐﻴﻴﺭﺍﺕ ﺍﻟﺨﺎﺭﺠﻴﺔ :ﻭﺘﺘﻤﺜل ﻓﻲ ﺍﻟﻅﺭﻭﻑ ﺍﻟﺠﺩﻴﺩﺓ ﺍﻟﻤﺤﻴﻁﺔ ﺒﺎﻟﻤﻨﻅﻤﺔ ﻭﺍﻟﺘـﻲ ﺘﻔـﺭﺽ
ﻋﻠﻴﻬﺎ ﺍﺘﺠﺎﻫﺎﺕ ﺠﺩﻴﺩﺓ ﻓﻲ ﺍﻟﺘﻔﻜﻴﺭ ﻭﺍﻟﻌﻤل ،ﻭﺘﺴﺘﺩﻋﻲ ﺘﻐﻴﻴﺭﺍ ﺠﺩﻴﺎ ﻓﻲ ﺜﻘﺎﻓﺔ ﺍﻟﻤﻨﻅﻤﺔ .ﺇﻥ ﺍﻨﺘﺸﺎﺭ
ﺍﺴﺘﺨﺩﺍﻡ ﺍﻹﻨﺘﺭﻨﺕ ﻭﻅﻬﻭﺭ ﺸﺭﻜﺎﺕ ﺍﻟﺩﻭﺕ ) (Dot Coms.ﺒﺄﺴﺎﻟﻴﺒﻬﺎ ﺍﻟﺠﺩﻴﺩﺓ ﻭﻨﻤﺎﺫﺝ ﺃﻋﻤﺎﻟﻬـﺎ
ﺍﻟﻤﺒﺘﻜﺭﺓ ،ﺃﺩﻯ ﺇﻟﻰ ﻓﺭﺽ ﻭﺍﻗﻊ ﺠﺩﻱ ﻋﻠﻰ ﺍﻟﻤﻨﻅﻤﺎﺕ ﻟﻠﺘﺤﺭﻙ ﺒﺜﻘﺎﻓﺘﻬﺎ ﻨﺤـﻭ ﺍﻻﺴـﺘﺠﺎﺒﺔ ﻟﻬـﺫﻩ
ﺍﻟﺘﻐﻴﻴﺭﺍﺕ ،ﻅﺭﻭﻑ ﺃﺼﺒﺤﺕ ﻨﻤﺎﺫﺝ ﺍﻷﻋﻤﺎل ﻭﻤﻔﺎﻫﻴﻤﻬﺎ ﺃﻜﺜﺭ ﺍﺒﺘﻜﺎﺭﻴﺔ ﻭﻤﺭﻭﻨـﺔ ﻓـﻲ ﺃﺴـﺎﻟﻴﺒﻬﺎ
ﻭﺴﺭﻋﺔ ﻓﻲ ﺴﺒﺎﻗﻬﺎ ﻋﻠﻰ ﺃﺴﺎﺱ ﺍﻟﺯﻤﻥ ،ﻭﻋﺎﻟﻤﻴﺔ ﻓﻲ ﺍﻟﺭﺅﻴﺔ ﻭﺍﻟﻨﺸﺎﻁﺎﺕ.
* Reference
1. D.Sheewood(2002): Creating an Innovative Culture, Capstone
Publishing, Oxford,pp56-57.
2. Robert Kreitner(2007):Management, Houghton Mifflin Co., Boston,p270.
3. William McEloy: Implementing Strategic Change Through Project,
International Journal of Project Management, Vol.(14), No.(6),
1996 , pp 315-6.
4. Charlan S. Nesmith: Managing Innovation, CMR, Vol.(40), No.(1), Fall
1997, pp59-74.
5. Roger Bennett (1996): Corporate Strategy and Business Planning,
Pitman Publishing.
ﺍﻟﻤﺼﺩﺭ :ﻨﺠﻡ ﻋﺒﻭﺩ ﻨﺠﻡ ) :(2003ﺇﺩﺍﺭﺓ ﺍﻻﺒﺘﻜﺎﺭ ،ﺩﺍﺭ ﻭﺍﺌل ،ﻋﻤﺎﻥ6 ،
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