Accession Number:

ADA424175

Title:

Transformation: Effectively Marketing Change in the Army

Descriptive Note:

Strategy research project

Corporate Author:

ARMY WAR COLL CARLISLE BARRACKS PA

Personal Author(s):

• Waring, James M.

Report Date:

2004-03-19

Pagination or Media Count:

35.0

Abstract:

Transformation reform modernization change - whatever one calls it - is not a new phenomenon in the Army. Change is an ongoing dynamic associated with practically all modern institutions regardless of the label. The recent controversy surrounding the U.S. Army and its ability to get onboard with the Secretary of Defense and his vision for Transformation should not be viewed as an indictment of the Armys ability to change or transform. Rather it reveals a failure of marketing strategy. The Army has an effective strategy for Transformation. It is widely accepted that the Army led the way in transformation with its modernization programs well ahead of other organizations within the Department of Defense DOD. So what happened This paper analyzes the difficulties the Army experienced in marketing transformation to the broader Defense community and identifies significant factors contributing to this dilemma. The Armys marketing strategy appears to have been flawed from the start it continued to erode eventually culminating in public confrontations between the Department of the Army and the Office of the Secretary of Defense. This Strategy Research Project SRP analyzes ways for the Army to recover from this public relations dilemma and regain its standing within the Department of Defense DOD as a leader of change and successful transformation.

Descriptors:

• *ARMY OPERATIONS
• *TRANSFORMATIONS
• DEPARTMENT OF DEFENSE
• MARKETING
• STRATEGY
• LEADERSHIP
• SKILLS
• PUBLIC RELATIONS
• ARMY

Subject Categories:

• Military Operations, Strategy and Tactics

Distribution Statement:

APPROVED FOR PUBLIC RELEASE