This chapter is the first of three theoretical chapters
of the study and focuses on the nature of
transformational change as a phenomenon, as well as in
the context of the current research question.
Transformational change differs from change and
transition in terms of the demands on organisational
stakeholders and the impact on the core values of an
organisation. Postmodern perspectives (specifically
chaos theory and complexity science) on organisational
transformation and transformational leadership form the
most prominent component of this chapter. Key dimensions
from these emerging approaches are explored in order to
form a conceptual framework to be considered by
transformational leaders when dealing with the
implementation of the EEA. Anderson and Ackerman
Anderson (2001:174) confirm the appropriateness of this
approach with the statement that transformation is a “
... thinking discipline and not a process that depends
on a cookbook approach”. Finally the centrality of
communication during transformation is highlighted
throughout this chapter. Thus possible implications of
the chaos perspective vocabulary for the formulation of
a corporate transformational and corporate communication
strategy are explored.
