This definition of institutional development points to the strategic process comprised of a number of activities, including strategic man- agement by way of continuous and regular evaluation of the organi- sation’s performance as well as monitoring mistakes and deviations, and effectively addressing existing and potential opportunities and threats. The next step is taking corrective actions to address mistakes and applying successful approaches to achieve desired goals, based on the study of the organisation’s integrated work system. This involves a deep understanding of the interactions between the organisation’s work system elements, including the relationship between strong and weak points, external factors from the surrounding environment, and oppor- tunities and threats. Institutional development is a complicated strategic process, and has administrative, financial and legal requirements, especially in the case of a global media organisation with many channels and platforms, which further complicates the matter. In this case, institutional develop- ment is not an experiment to see what happens as a result, but rather the use of scientific results as interventions, then creating an orderly and controlled process to test assumptions and whether the results meet the intervention’s intended expectations. Al Jazeera Media Network’s institutional development operation seeks to achieve what is called organisational effectiveness. Therefore, the development process produces sets of results different from those of other institutions of a similar or different nature. Typically, however, this includes financial performance, customer satisfaction, employee and stakeholder engagement, and an increased organisational ability to adapt and renew work processes to achieve interim and strategic goals. Sometimes, the process involves building competitive abilities and ad- vantages tied to defining the institution and its image in the eyes of media consumers and customers in general. In this theoretical approach to institutional development, we will present Al Jazeera’s journey as it developed using a number of plans and strategies in addition to periodic evaluation and continuous internal discussions. With time, organisational design has become far more important for Al Jazeera, especially in a world characterised by fluctuations, un- certainty, complexity and ambiguity. In addition, there are many varied
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