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Identity, communication and change management in Ferrari

Emanuele Invernizzi (Department of Economics and Marketing, IULM University, Milan, Italy)
Stefania Romenti (Department of Economics and Marketing, IULM University, Milan, Italy)
Michela Fumagalli (Milan, Italy)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 5 October 2012

6584

Abstract

Purpose

The purpose of this paper is to investigate the role of strategic communication during a change management process within the internationally famous Ferrari corporation. The aim is to show that strategic communication, through its main components, can be a pivotal lever that supports continuous improvement and helps drive organizational success.

Design/methodology/approach

The change management process at Ferrari is described and interpreted through the framework of the entrepreneurial organization theory (EOT), from which the four components of strategic communication are derived.

Findings

The paper explores the case of Ferrari, which started a reorganization process in which the main actors were employees and strategic communication represented the crucial component.

Research limitations/implications

This paper focuses on one single organization. Additional research is needed to generalize the effectiveness of the proposed strategic communication model.

Practical implications

The paper shows that the four strategic communication components (i.e. aligning, energizing, visioning, and constituting), if applied in an integrated manner, can give insightful stimulus for the management of important change programs.

Originality/value

The paper contributes to the change management literature by linking strategic communication, continuous improvement and entrepreneurial theory.

Keywords

Citation

Invernizzi, E., Romenti, S. and Fumagalli, M. (2012), "Identity, communication and change management in Ferrari", Corporate Communications: An International Journal, Vol. 17 No. 4, pp. 483-497. https://doi.org/10.1108/13563281211274194

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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