The Role of Metaphors in Organization Transformation

Abstract

Transformation is inevitable for the survival of some organizations. It is argued that metaphors may be a helpful tool for a successful transformation if carefully chosen. Two kinds of methaphors are discussed which describe different transformation processes and outcomes. Illustrations are given for both kinds of metaphors, and the argument is substantiated with examples from a case study about an organization transformation. The use of multiple and adaptive metaphors allowed a wide range for action in that particular case.