Managing change for competitive success - Andrew Pettigrew, Richard Whipp. Managing change for competitive success - Andrew Pettigrew, Richard Whipp. Dimensions of Change by Pettigrew and Whipp - All about economics on the web. The Pettigrew and Whipp introduced three dimensions of strategic change for competitive success.
These three dimensions were content, process and context. The content mainly aims at the objective, purpose and goals for the success in the field. We can simply say that, it aims at “What” is to be developed and what is to be achieved. The process dimension provides with the way for the implementation of the procedures and methods to achieve the goal. Dimensions of Change - Pettigrew and Whipp.