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©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 9
Evaluating and Institutionalizing
Organization Development Interventions
Learning Objectives
• Illustrate the research design and measurement issues associated with evaluating organization
development (OD) interventions.
• Explain the key elements in the process of institutionalizing OD interventions.
Chapter Outline and Lecture Notes
This chapter focuses on the final stage of the organization development cycle—evaluation and
institutionalization. Evaluation is concerned with providing feedback to practitioners and
organization members about the progress and impact of interventions. Institutionalization is a
process for maintaining a particular change for an appropriate period of time. It ensures that the
results of successful change programs persist over time.
9-1 Evaluating Organization Development Interventions
There are two types of evaluation efforts. The first involves collecting information about
how well an intervention is progressing so that modifications in the implementation can
take place. The second involves a determination about the impact of the intervention on
the organization. To isolate the impact, the OD practitioner must find ways to rule out
alternative explanations. This is not often an easy task and requires the practitioner to
understand research design issues and to apply them creatively.
9-1a Implementation and Evaluation Feedback
Evaluation should include during-implementation assessments and after-
implementation evaluation. Evaluation focused on guiding implementation may
be called implementation feedback and assessment intended to discover
intervention outcomes may be called evaluation feedback. Figure 9.1 shows the
two kinds of feedback fit with diagnostic and intervention stages of OD.
After an invention has been in place for a period of time such as 3 months,
members use implementation feedback to see how the intervention is progressing.
Additional implementation feedback sessions may be used at other time periods
further in the process. Once the intervention is fully implemented, evaluation
feedback is used to assess overall effectiveness of the program. The evaluation
feedback includes all the data from the measures used during the implementation
feedback as well as additional measures.
©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
9-1b Measurement
Providing useful implementation and evaluation feedback involves two activities:
(1) selecting the appropriate variables, and (2) designing good measures for them.
1. Selecting Appropriate Variables
The variables should derive from the theory or model underlying the
intervention. Historically, OD assessment has focused on attitudinal outcomes
more so than performance outcomes.
2. Designing Good Measures
The measures used should be operationally defined, reliable, and valid.
a. Operational Definition. This means that the empirical data needed is
specified along with how the data will be collected and how it will be
converted to information. Table 9.1 includes several operational
definitions.
b. Reliability. This concerns the extent to which a measure represents the
true value of the variable. It assesses accuracy of the operational
definition.
c. Validity. This concerns the extent to which the measure actually reflects
the variable it is intended to measure. Validity can be assessed in several
ways including face (or content) validity, criterion (or convergent)
validity, and predictive validity.
9-1c Research Design
In addition to measurement, OD practitioners must make choices about how to
design the evaluation to achieve valid results. The key issue is how to design the
assessment to show whether the intervention did in fact produce the observed
results. This is called internal validity. The second question is whether the
intervention would work similarly in other situations and this is called external
validity. Practitioners have used quasi-experimental designs to assess OD
interventions. Table 9.3 provides an example of a quasi-experimental design
having the following three features.
• Longitudinal measurement involves measuring results repeatedly over
relatively long periods of time.
• Comparison unit means measuring outcomes at a location with the
intervention and one without any intervention.
• Statistical analysis will be used to rule out the possibility that the results are
caused by random error or chance.
Application 9.1: Evaluating Change at Alegent Health
This application describes the implementation and evaluation feedback that were
developed for the Alegent Health project. It is a detailed example of how data can be
used to guide current implementation and evaluate the effectiveness of an intervention.
©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Get students to discuss the strengths and weaknesses of the assessment? How could it
have been improved? Ask how much confidence they have in the lessons learned for this
organization?
9-2 Institutionalizing Organizational Changes
Recall that Lewin described change as occurring in three stages: unfreezing, moving, and
refreezing. Institutionalizing interventions means to refreeze. Refreezing ensures that the
change lasts. Figure 9.2 provides a framework for identifying the factors and processes
that contribute to the institutionalization of OD interventions including the process of
change itself.
9-2a Institutionalization Framework
The model shows that two key antecedents—organization and intervention
characteristics—affect different institutionalization processes operating in
organizations. These processes then affect various indicators of
institutionalization.
9-2b Organization Characteristics
Organization characteristics include three specific dimensions which can affect
intervention.
• Congruence is the degree to which an intervention is perceived as being in
harmony with the organization’s managerial philosophy, strategy, and
structure; its current environment; and other changes.
• Stability of environment and technology refers to the degree to which the
organization’s environment and technology are changing. The persistence of
change is favored with environments are stable.
• Unionization tends to make interventional institutionalization more difficult.
9-2c Intervention Characteristics
Intervention characteristics include five features that affection the
institutionalization process.
• Goal specificity involves the extent to which intervention goals are specific
rather than broad. Specificity helps direct socializing activities to particular
behaviors required to implement the intervention.
• Programmability involves the degree to which the changes can be
programmed or the extent to which the different intervention characteristics
can be specified clearly in advance.
• Level of change target at total organization, department, or small work group
levels.
• Internal support refers to the degree to which there is an internal support
system to guide the change process.
©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
• Sponsorship concerns the presence of a powerful sponsor who can initiate,
allocate, and legitimize the resources for the intervention.
9-2d Institutionalization Processes
Institutionalization processes include five processes which directly affect the
degree to which OD interventions are institutionalized.
• Socialization concerns the transmission of information about beliefs,
preferences, norms, and values with respect to the intervention.
• Commitment binds people to behaviors associated with the intervention.
• Reward allocation involves linking rewards to the new behaviors required by
an intervention.
• Diffusion refers to the process of transferring changes from one system to
another.
• Sensing and calibration involves detecting deviations from desired
intervention behaviors and taking corrective action.
9-2e Indicators of Institutionalization
Indicators of institutionalization reveal the extent of an intervention’s persistence.
• Knowledge is the extent to which the organization members have knowledge
of the behaviors associated with the intervention.
• Performance is the degree to which the intervention behaviors are actually
performed.
• Preference involves the degree to which organization members privately
accept the organizational changes.
• Normative consensus focuses on the extent to which people agree about the
appropriateness of the organizational changes.
• Value consensus is concerned with social consensus on values relevant to the
organizational changes.
Application 9.2: Institutionalizing Structural Change at Hewlett-Packard
HP is one of the premier companies in the U.S. and has implemented several major large-
scale changes. The application helps students to see that change can occur at many
different levels and that institutionalizing change is a difficult undertaking. It describes
how culture and reward systems can play a strong role in both supporting and
constraining change.
Summary
This chapter explores the final two stages of planned change—evaluating interventions
and institutionalizing them. Evaluation was discussed in terms of two kinds of necessary
feedback: implementation feedback, concerned with whether the intervention is being
implemented as intended, and evaluation feedback, indicating whether the intervention is
producing expected results. Evaluation of interventions also involves decisions about
measurement and research design. Measurement issues focus on selecting variables and
©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
designing good measures. Research design focuses on setting up the conditions for
making valid assessments of an intervention’s effects. OD interventions are
institutionalized when the change program persists and becomes part of the
organization’s normal functioning.
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  • 5. ©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 9 Evaluating and Institutionalizing Organization Development Interventions Learning Objectives • Illustrate the research design and measurement issues associated with evaluating organization development (OD) interventions. • Explain the key elements in the process of institutionalizing OD interventions. Chapter Outline and Lecture Notes This chapter focuses on the final stage of the organization development cycle—evaluation and institutionalization. Evaluation is concerned with providing feedback to practitioners and organization members about the progress and impact of interventions. Institutionalization is a process for maintaining a particular change for an appropriate period of time. It ensures that the results of successful change programs persist over time. 9-1 Evaluating Organization Development Interventions There are two types of evaluation efforts. The first involves collecting information about how well an intervention is progressing so that modifications in the implementation can take place. The second involves a determination about the impact of the intervention on the organization. To isolate the impact, the OD practitioner must find ways to rule out alternative explanations. This is not often an easy task and requires the practitioner to understand research design issues and to apply them creatively. 9-1a Implementation and Evaluation Feedback Evaluation should include during-implementation assessments and after- implementation evaluation. Evaluation focused on guiding implementation may be called implementation feedback and assessment intended to discover intervention outcomes may be called evaluation feedback. Figure 9.1 shows the two kinds of feedback fit with diagnostic and intervention stages of OD. After an invention has been in place for a period of time such as 3 months, members use implementation feedback to see how the intervention is progressing. Additional implementation feedback sessions may be used at other time periods further in the process. Once the intervention is fully implemented, evaluation feedback is used to assess overall effectiveness of the program. The evaluation feedback includes all the data from the measures used during the implementation feedback as well as additional measures.
  • 6. ©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 9-1b Measurement Providing useful implementation and evaluation feedback involves two activities: (1) selecting the appropriate variables, and (2) designing good measures for them. 1. Selecting Appropriate Variables The variables should derive from the theory or model underlying the intervention. Historically, OD assessment has focused on attitudinal outcomes more so than performance outcomes. 2. Designing Good Measures The measures used should be operationally defined, reliable, and valid. a. Operational Definition. This means that the empirical data needed is specified along with how the data will be collected and how it will be converted to information. Table 9.1 includes several operational definitions. b. Reliability. This concerns the extent to which a measure represents the true value of the variable. It assesses accuracy of the operational definition. c. Validity. This concerns the extent to which the measure actually reflects the variable it is intended to measure. Validity can be assessed in several ways including face (or content) validity, criterion (or convergent) validity, and predictive validity. 9-1c Research Design In addition to measurement, OD practitioners must make choices about how to design the evaluation to achieve valid results. The key issue is how to design the assessment to show whether the intervention did in fact produce the observed results. This is called internal validity. The second question is whether the intervention would work similarly in other situations and this is called external validity. Practitioners have used quasi-experimental designs to assess OD interventions. Table 9.3 provides an example of a quasi-experimental design having the following three features. • Longitudinal measurement involves measuring results repeatedly over relatively long periods of time. • Comparison unit means measuring outcomes at a location with the intervention and one without any intervention. • Statistical analysis will be used to rule out the possibility that the results are caused by random error or chance. Application 9.1: Evaluating Change at Alegent Health This application describes the implementation and evaluation feedback that were developed for the Alegent Health project. It is a detailed example of how data can be used to guide current implementation and evaluate the effectiveness of an intervention.
  • 7. ©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Get students to discuss the strengths and weaknesses of the assessment? How could it have been improved? Ask how much confidence they have in the lessons learned for this organization? 9-2 Institutionalizing Organizational Changes Recall that Lewin described change as occurring in three stages: unfreezing, moving, and refreezing. Institutionalizing interventions means to refreeze. Refreezing ensures that the change lasts. Figure 9.2 provides a framework for identifying the factors and processes that contribute to the institutionalization of OD interventions including the process of change itself. 9-2a Institutionalization Framework The model shows that two key antecedents—organization and intervention characteristics—affect different institutionalization processes operating in organizations. These processes then affect various indicators of institutionalization. 9-2b Organization Characteristics Organization characteristics include three specific dimensions which can affect intervention. • Congruence is the degree to which an intervention is perceived as being in harmony with the organization’s managerial philosophy, strategy, and structure; its current environment; and other changes. • Stability of environment and technology refers to the degree to which the organization’s environment and technology are changing. The persistence of change is favored with environments are stable. • Unionization tends to make interventional institutionalization more difficult. 9-2c Intervention Characteristics Intervention characteristics include five features that affection the institutionalization process. • Goal specificity involves the extent to which intervention goals are specific rather than broad. Specificity helps direct socializing activities to particular behaviors required to implement the intervention. • Programmability involves the degree to which the changes can be programmed or the extent to which the different intervention characteristics can be specified clearly in advance. • Level of change target at total organization, department, or small work group levels. • Internal support refers to the degree to which there is an internal support system to guide the change process.
  • 8. ©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. • Sponsorship concerns the presence of a powerful sponsor who can initiate, allocate, and legitimize the resources for the intervention. 9-2d Institutionalization Processes Institutionalization processes include five processes which directly affect the degree to which OD interventions are institutionalized. • Socialization concerns the transmission of information about beliefs, preferences, norms, and values with respect to the intervention. • Commitment binds people to behaviors associated with the intervention. • Reward allocation involves linking rewards to the new behaviors required by an intervention. • Diffusion refers to the process of transferring changes from one system to another. • Sensing and calibration involves detecting deviations from desired intervention behaviors and taking corrective action. 9-2e Indicators of Institutionalization Indicators of institutionalization reveal the extent of an intervention’s persistence. • Knowledge is the extent to which the organization members have knowledge of the behaviors associated with the intervention. • Performance is the degree to which the intervention behaviors are actually performed. • Preference involves the degree to which organization members privately accept the organizational changes. • Normative consensus focuses on the extent to which people agree about the appropriateness of the organizational changes. • Value consensus is concerned with social consensus on values relevant to the organizational changes. Application 9.2: Institutionalizing Structural Change at Hewlett-Packard HP is one of the premier companies in the U.S. and has implemented several major large- scale changes. The application helps students to see that change can occur at many different levels and that institutionalizing change is a difficult undertaking. It describes how culture and reward systems can play a strong role in both supporting and constraining change. Summary This chapter explores the final two stages of planned change—evaluating interventions and institutionalizing them. Evaluation was discussed in terms of two kinds of necessary feedback: implementation feedback, concerned with whether the intervention is being implemented as intended, and evaluation feedback, indicating whether the intervention is producing expected results. Evaluation of interventions also involves decisions about measurement and research design. Measurement issues focus on selecting variables and
  • 9. ©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. designing good measures. Research design focuses on setting up the conditions for making valid assessments of an intervention’s effects. OD interventions are institutionalized when the change program persists and becomes part of the organization’s normal functioning.
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