Background Note | HBS Case Collection | August 1993 (Revised August 1994)

Rhetoric of Change

by Nitin Nohria


Describes the ways in which managers communicate the need to change, specifically the way in which they use vision, crisis, and transition as rhetorical strategies to mobilize change. Also discusses strategies used by those trying to resist change, setting up what may be considered a rhetorical contest that determines whether change is embraced or not.

Keywords: Change; Communication Strategy;


Nohria, Nitin. "Rhetoric of Change." Harvard Business School Background Note 494-036, August 1993. (Revised August 1994.)