In today’s vast changing and dynamic environment, every company needs to change to adjust with the condition of surrounding. Resistance and inability to change only lead the company to the brink of extinction. However, change is not easy to perform. Resistance might rise and influence the willingness of the whole organization to change. To address the resistance, internal communication holds the crucial part. In this case, GBK sport complex is about to change the corporate values. Internal communication initiated by management helps the process. It begs the questions about the role of internal communication to support the corporate values are change in GBK and its effectiveness. Using qualitative case study approach, the researcher interviewed five informants that experienced the change of corporate values. The main theories of this research that utilized to develop interview questions are internal communication of change and Lewin’s force field theory. The research result revealed that the internal communication helps to disseminate information about change, to stop rumor, to reduce resistance, and to maintain the momentum of change. The internal communication strategy that performed is programmatic strategy that characterized by top-down approach and one way communication. Both formal and informal platform are used; and the message is easy to understand, be consistent, and be relevant. However, barriers from the receiver side and the choice of internal communication strategy seem contribute to ineffectiveness of internal communication to support change of corporate values. The ineffectiveness is indicated by the state that the employees below the subdivision head and manager level do not have any knowledge about the corporate values.
Keywords: change, corporate value, internal communication