The railroad map of the 1990s reflects considerable organizational change. What has changed is attitude. Those that could change, did-and evolved their companies into what we see on the map today. Others didn't and are gone. It starts with an idea that spreads through internal marketing.
Internal marketing is a crucial step in the process of change.
The only way to market change internally is to make it nonthreatening and to show employees how it meets their needs for increased productivity, more job satisfaction, or perhaps more tangible rewards. Some times internal marketing means responding to employee needs you'd never even considered. Parvesh Swani of the Long Island Railroad offers a case in point. Back when he was with the Seaboard in the mid-80s, they planned to use internal marketing to improve accuracy and timeliness in a number of clerical areas. Noise levels in the work area.