This article discusses the importance of change management in strategic management, focusing on the complexity of the transformation process, its costs, risks, and sustainability. It explores how change management can improve productivity and address resistance within the organization. The article also includes an evaluation of the process used by organizations to determine their strategy and an application of critical models and tools to a real organization, Gucci, a luxurious fashion brand. Additionally, it covers the subject of strategic management and the role of change management in a company.