Audience analysis as organizational change agent: A project management methodology approach

Survival is number one motive of companies today; therefore the majority of necessary changes and related projects within the organizations aim to secure this. However, failing to use a project management methodology may jeopardize an organization’s project management efforts and overall effectiveness, where number one reason of failures with implementing a project management methodology is related to change domain in different audience groups. This paper contributes to name the audience characteristics and relying strategies accordingly.