Robert Cline, the CEO of Airborne Freight, knows that the first step in the process of change is developing an initial awareness of the need for change and the forces supporting and resisting change. According to force-field analysis, this step is referred to as

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Unfreezing is the first step in the process of change according to force-field analysis. It involves developing an awareness of the need for change by understanding the forces that support and resist the change. This step is crucial for preparing an organization to accept the change.

Robert Cline, the CEO of Airborne Freight, Knows That the First