Communication, Internal Relations and Identity: A Key To Successful Change Management in Ferrari

Purpose The purpose of this paper is to investigate the role of strategic communication during a change management process within the internationally famous Ferrari corporation. The aim is to show that strategic communication, through its four main dimensions, can be a pivotal lever that supports continuous improvement and helps drive organizational success. Design/methodology/approach The Entrepreneurial Organization Theory (EOT) represents the unifying theoretical framework starting from which the four dimensions of strategic communication have been derived and effectively applied at Ferrari. Findings The paper explores the case of Ferrari, which started a reorganization process whose main actors were employees and in which strategic communication represented the crucial component. Research limitations/implications This paper focuses on one organization. Additional research is needed to generalize the effectiveness of the proposed strategic communication model. Practical implications The paper shows that the four strategic communication components (aligning, energizing, visioning, and constituting), if applied in an integrated manner, can start and manage a profound organizational change process. Originality/value The paper contributes to change management literature by linking strategic communication, continuous improvement and corporate performance.