The ability to change in ever-shorter time periods has become a key factor for economic success. This applies equally to multinational
organisations and to their staff. In this context, the limits of a command-and-control approach by management, or a tell-and-sell
approach in corporate communication, soon become clear in a change process, so that such methods rarely achieve the desired
success.
... [Show full abstract] Employee engagement and communication approaches that do justice to the needs and desires of managers and staff make
sustainable successful change processes possible. Social software can be an essential tool of engagement contributing to the
success of change processes.