Drawing support from current and seminal work on institutional theory, this paper explores the role of three elements involved in the management of change -regulative, normative, and cognitive. While organizational change traditionally deals with challenges associated with changing technologies, structures, and employee abilities, effective change also depends on the values and behavioral reasoning that originate in the institutional contextwhether people have to change, ought to change, or want to change. A conceptual model reflecting the interplay of these systems on organizational change is presented, and implications for change management research and practice are extended.