| Primary Forces Generating Change Within Organizations. | Managing Change | Marisela Barrientos
June 17, 2015 |

Introduction
Forces of change are many, as stated in the text, there is no sure-fire instructions that, when scrupulously followed, make change succeed” but the largest three forces are innovation (technological and otherwise), customer focus, and globalization. (Jick, 2011)
Innovation
The major issue with new technology is the need to stay on top of innovative and entrepreneurial. As stated in the text, “it is the production and application of new ideas that count in the long term (Jick, 2011). According to Computer weekly.com (2013), technology is moving so quickly that being a large company is no longer a guarantee of survival.
Mark White, CTO of Deloitte Consulting LLP's Technology practice states that every business, regardless of geography, size or type of industry, is having to address the same five sweeping forces: business analytics, mobile computing, social media, cloud computing, and risk intelligence. Each force is technology focused, each is rapidly evolving, and each of them will significantly affect business (Computer, 2013).
Customer Focus
Customer focus remains a basic touchstone of business success. In the late 1980’s and early 1990’s many firm’s had become so large and forgot who got them there. Painful restructurings ensued, and those corporate leaders that managed to survive the change, vowed to never make the same mistake: lose the ability to take the point of view of its customers (Jick, 2011).
Customer satisfaction is good, but customer advocacy is better. Satisfaction is the global standard for measuring customer focus, but high-performers recognize that active, engaged customers are the gold standard (AMA 2014). One of the principles of renewal is instilling a customer perspective and focusing on