Organizations change in response to a variety of drivers that threaten the current practices and legitimacy of the organization. Managing change involves the need to consider the effects of the change on the interpretive schemas both of organizational members and of important external constituencies, such as shareholders and customers. As Gioia and Thomas argue: “under conditions of strategic change, it is not existing identity or image but, rather, envisioned identity or image - those to be achieved - that imply the standards for interpreting important issues” (1996, 370).