106. Name: Seba Madwar Title: The Role of Organizational Development in Improving Al Jazeera’s Professionalism Institution: University of Aleppo Country: Syria Date: 2011 Language: Arabic Abstract: This study examines the application of the Institutional development approach in Al Jazeera and the impact of this approach on the improvement of channel’s professionalism through two indicators leadership and professionalism. Organizational development involves the application of a set of concepts, techniques and approaches to behavioral and managerial practices within an organization in order to improve its effectiveness either wholly or partially. This practice starts with the diagnosis of opportunities and threats facing the organizational and human dynamics of the concerned institution and includes the provision of effective solutions. This study investigates the organizational development implemented by Al Jazeera and its role in improving professional performance within the organization. Focusing on Al Jazeera’s experience as a case study, the research seeks to understand if Arab media organizations in general recognize and apply institutional development policies. The importance of the study stems from the fact that Al Jazeera, as a media institution, is facing a set of critical challenges within the wider context of regional political transformations. These developments require organizations in general to use all possible techniques of modern management, including institutional development.
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