THE IMPACT OF CHANGE MANAGEMENT STRATEGIES IN ACHIEVING STRATEGIC MOMENTUM: ANALYTICAL DESCRIPTIVE RESEARCH

Abstract

The research aims to know the role of change management strategies of all kinds (the rational strategy, the coercive force strategy, the targeted awareness strategy) in achieving strategic momentum represented by its dimensions (insight, empowerment, collective commitment) as well as diagnosing and analyzing the influence relationships between change management strategies and strategic momentum at the company level The General Company for the manufacture of medicines and medical supplies in Samarra, and identified the research problem with a main question (Does the General Company for the manufacture of medicines and medical supplies in Samarra realize the role of change management strategies in achieving strategic momentum) and put several questions centered on the level of the variables researched (change management strategies, strategic momentum) In the researched company, and what is the nature of the influence relationships between change management strategies and strategic momentum at the level of the researched company? For this purpose, the researcher set research hypotheses, and all of them were subjected to tests to ensure their validity. The researcher used the questionnaire as a main means for collecting data and employed the descriptive analytical approach as a research method, to survey the opinions of the sample (81) who watched the General Company for the manufacture of medicines and medical supplies in Samarra, represented by (the general manager Assistants to the general manager, department managers, assistant department managers, consultants) so the research community was (90) The researcher distributed (90) questionnaire, of which (81) questionnaires were returned valid for statistical analysis with a recovery rate of (90%), and the data was analyzed using the two packages Statistical (SPSS V.25 & AMOS V.25), and employed a set of statistical methods to extract the results. The research reached a set of conclusions, the most important of which are (The results showed that there is a significant positive effect of the change management strategies variable on the strategic momentum in its dimensions in the researched company).In the light of the conclusions, the researcher presented a set of recommendations, the most important of which are (Exploiting the positive impact of change management strategies on the strategic momentum and employing it at the company's headquarters by providing the appropriate environment).