Group Feedback Analysis as a Method of Action Research

Abstract

Drucker (1969) claims that the coming Age of Discontinuity will lead to further growth in the discussion of organizational change. Discussion, however, is not enough. It will have to be followed by action. Many people who talk about change think of it as applying to others rather than to themselves. It is natural that organizational change should tend to be welcomed by those who will benefit and resisted by those who will have to give up established attitudes and behavior. In terms of exchange theory (Strauss, 1970), the latter will need to be rewarded so that they are motivated to change. Rewards may be tangible. They may also be related to less material needs, such as self-esteem, participation, and autonomy, or a desire to operate on the basis of valid information.