Samara, Samara, Russian Federation
UDC 338.24
The article explores the applicability of Kurt Lewin’s classical three-stage model in organizational change management within the context of the modern VUCA world (volatility, uncertainty, complexity, ambiguity). A critical analysis of the strengths and weaknesses of Lewin’s model, including its linearity and focus on long-term stability, is conducted in comparison with innovative approaches such as Agile, Appreciative Inquiry, and complexity theory. Case studies of companies (General Motors, IBM, Zoom, Amazon, Disney) demonstrate the contexts where Lewin’s model remains relevant and where integration with flexible methods is required. Hybrid solutions are proposed, combining the stages of "unfreezing," "changing," and "refreezing" with digital tools, iterative cycles, and real-time data analysis. Special emphasis is placed on balancing result sustainability with adaptability, as well as ethical aspects of technology adoption. The research findings provide a framework for managing change in the era of digital transformation and global crises.
organizational change management, Kurt Lewin's model, VUCA world, Agile methods, Appreciative Inquiry, digital transformation, hybrid models
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