ORGANIZATIONAL CHANGE COMMUNICATION IN LATVIA: MANAGEMENT PRACTICES AND PRACTICAL CHALLENGES

Abstract

In recent years, alongside the rapid development of artificial intelligence tools and the demand for digitalization processes at the national policy level, as well as challenges in the external political and economic environment, organizations in Latvia have been implementing changes at various levels. As a result, the practice of change management and communication has become increasingly relevant, either facilitating the successful implementation of change or undermining it.

The research aimed to examine change management and communication practices, as well as the main issues in strategic change communication. To achieve this objective, a survey was conducted. Data collection took place between November 20 and December 20, 2024, through the distribution of an online questionnaire via social media platforms. A total of 191 respondents completed the survey. Of these, 55% held managerial positions and 45% were employees. Regarding organizational size, 68% represented large companies, while 32% were from small and medium-sized enterprises. In terms of ownership, 81% were employed in state-owned enterprises and 19% in privately owned companies. The gender distribution was 71% women and 29% men.