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Prof Peter Rosseel: Why change in behaviour is difficult and what you can do about it?

26 July 2023 | Story Kekeletso Takang | Photo Charl Devenish

Prof Phillipe Burger, Prof Peter Rosseel and Prof Liezel Massyn — Prof Philippe Burger, Dean of the Faculty of Economic and Management Sciences, together with Prof Peter Rosseel and Prof Liezel Massyn, Head of the Business School, at the recent guest lecture hosted by the UFS Business School.

The business world today is confronted with continuous disruptions and uncertainty. Organisations are challenged to think about digitalisation, innovation, and transformation to remain competitive. Leaders must be able to take everyone with them on a journey of continuous change.

This is according to Prof Peter Rosseel, Director of MCR Consulting (a spin-off of the University of Leuven in Belgium) and Affiliated Professor at the University of the Free State (UFS), who gave the lecture in the UFS Business School. The title of the lecture was The Golden Triangle of Vision-Leadership-Culture: why changing behaviour is so difficult and what you can do about it? and it was aimed at challenging leaders to deal with disruptions and uncertainty, the lecture equipped attendees with the skills to do so.

Prof Rosseel challenged attendees to stretch their thinking. “Change management is not a human resource function, it is a leadership concern. Leaders who want to see a change in behaviour should create conceptual conflict.”

Conceptual conflict

Laughter was coupled with moments of silence as Prof Rosseel, a visiting professor at the University of Leuven in Belgium, took attendees on a roller-coaster ride. He alluded to five examples of conceptual conflict, statements that shook the room.

Team building doesn’t work, it is a waste of money.
Stop giving presentations, people only remember 4% of what was presented.
Take the word ‘consensus’ out of your vocabulary.
You can measure all you want; it won’t change behaviour.
Training as a strategy to change an organisation is a very bad idea.

He believes that conceptual conflict is important for the development of the culture of an organisation.

In addition to creating conceptual conflict, leaders should negotiate with their teams. “There are three ways to go about this; inform, engage/empower, and observe the change in behaviour. People want to be informed on time, people want control, and people want to know why. Meet these terms and you are well on your way to observing the change in behaviour. People can agree to change even if they don’t support it, as long as they believe it is fair.”

An attendee posed a question to Prof Rosseel: “In South Africa, we have trade unions, and this leads to a consensus approach to decision-making. How do we do away with consensus in decision-making?” Prof Rosseel responded by saing: “That’s the context within which you operate. You can’t change the context. Play the politics but never compromise the strategy implementation.”

The golden triangle of ‘vision – leadership – culture’ provides a framework within which organisations can operate. Vision is the content, while leadership facilitates the change in behaviour, and culture is created through strategy implementation and cognitive dissonance.

About the speaker

Prof Rosseel’s field of expertise covers strategy implementation, change management, cultural and digital transformation, leadership, and learning. He travels the world to help leadership teams and their organisations to change (80% of his time).

He also teaches change management, and digital and organisational culture transformation to first- and second-year students in the Master of Biomedical Sciences, third-year Bachelor of Criminology students, and third-year Bachelor of Psychological and Educational Sciences students. In 2024, he will also teach a postgraduate course to engineers on the same subject matter. In South Africa, he teaches in the Faculty of Economic and Management Sciences (20% of his time).

Read up on more programmes offered by the UFS Business School here.

News Archive

UFS receives research grant focusing on enablement of non-profit organisations

2011-01-20

Prof. Mabel Erasmus

The University of the Free State (UFS) has received a research grant to the value of R1,1 million from the National Research Foundation (NRF) to conduct research on community engagement, with the emphasis on knowledge as enablement – a Non-Profit Organisation (NPO) focus.

This was the first time the NRF had requested applications for research with a focus on community engagement (CE). With the grant, the UFS has become one of the first recipients of a research grant that focuses on community engagement.

The overarching research question that will be dealt with is how Higher Education Institutions (HEI) and the NPO sector can establish long-term, research-based collaborative engagements that will be mutually empowering and enabling through joint, reciprocal knowledge-based activities and capacity building.

The contention that this proposal is based on, is that HEIs have limited knowledge of the NPO sector and thus are unable to be fully responsive to the challenges that NPOs face. What is more, it is very likely that staff and students from HEIs do not have an adequate grasp of the experiential understanding, contextual community knowledge and practical know-how that NPO practitioners have, and hence do not appreciate the crucial contributions that they can make with regard to meaning-making processes aimed at improving some of the harsh South African realities.

According to Prof. Mabel Erasmus, Associate Professor and Head of the university’s Division: Service Learning, which submitted the research proposal to the NRF and is the grant-holder, the university would like the information generated by the research to be beneficial to both HEIs and the NPOs. “Knowledge regarding NPOs, specifically their challenges and information about what they are doing, will be invaluable to HEIs. At the same time, the research must benefit the NPOs with knowledge to improve their practice and strengthen their functioning.

“The research will take place in close collaboration with the NPOs, as their inputs are crucial. The research will thus not be ‘about’ them but ‘with’ them.”

“We do not want to send our students for community-based education or as volunteers to NPOs year after year and it does not mean as much to them as these organisations would hope for. With the research process we would like to strengthen NPOs, to build their capacity and give them our whole-hearted cooperation,” she said.

Funding received from the grant will be applied over a period of three years. Except for the study grants for five Ph.D. students and four master’s students, the grant will further make provision for a number of workshops, a local conference, a publication and presentations at international conferences on this matter. The research team of 22 persons includes academics from other HEIs such as the Central University of Technology, University of Zululand, University of Johannesburg and Monash SA. Several staff members of NPOs also form part of the team, including REACH (Bfn), Childline (FS) and others.

Prof. Erasmus said that the UFS was one of a few institutions that were currently conducting research to this extent on the link between the NPO sector and HEIs within the field of community engagement.

Media Release
18 January 2011
Issued by: Lacea Loader
Director: Strategic Communication (actg)
Tel: 051 401 2584
Cell: 083 645 2454
E-mail: news@ufs.ac.za

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