Blue Cross of California: human resources in a changing world.

ABSTRACT

Blue Cross of California--a nonprofit corporation--is refocusing itself strategically to become competitive in the rapidly changing health field. It must improve its ability to manage the transition for several years to come. Sustained effort's to ensure continuity will involve generating commitment to the vision of the "new" Blue Cross of California beyond a small, core group of executives at the top, down into middle management and lower level workers. A premium will be placed on developing people skills to deal with innovation and new products, and slowly fostering the new culture.