Commandment 3

Reflective: Organisations Reinvent Themselves
  • Ralph Tench
  • Dejan Verčič
  • Ansgar Zerfass
  • Ángeles Moreno
  • Piet Verhoeven


Excellent organisations are more open to influences from wider environments than non-excellent organisations. It is precisely this openness that gives them a competitive, strategic advantage. This holds not only for companies, but also for governmental and non-governmental organisations. Survival and success are functions of adaptation, and excellent organisations expose themselves to as many challenges as early as possible, because problematic situations enable and force them to learn. They use insights about shifts in public opinion, megatrends and demands from stakeholders to identify opportunities for growth. Constantly scrutinising and reinventing the organisational profile, policies, products and services is a necessity in today’s hypermodern world.


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Copyright information

© The Author(s) 2017

Authors and Affiliations

  • Ralph Tench
    • 1
  • Dejan Verčič
    • 2
  • Ansgar Zerfass
    • 3
  • Ángeles Moreno
    • 4
  • Piet Verhoeven
    • 5
  1. 1.Leeds Business SchoolLeeds Beckett University Leeds Met Business SchoolLeedsUnited Kingdom
  2. 2.FDVUniversity of Ljubljana FDVLjubljanaSlovenia
  3. 3.University of LeipzigLeipzigGermany
  4. 4.Universidad Rey Juan CarlosNavalmoralSpain
  5. 5.Amsterdam School of Communication ResearAmsterdamThe Netherlands

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