organization manages its internal and external 
relationships in a way that controls the changes to 
these norms but still allows them to change when 
needed. Looking at regulation rather than goals 
shifts the attention to the way people manage 
stability and change by managing relationships. 
To understand people’s desires it is important to 
analyse this more fundamental aspect of their 
behaviour, which is regulation rather than goals. RE 
has already defined most of the useful concepts 
needed for the study of regulation, e.g. maintenance 
goals, and beliefs. What is needed is a paradigm 
change from goals to regulation. This paradigm 
change will hopefully result in the more widespread 
use of these goal-oriented concepts.  
A useful stream of research with which to 
connect, is General Systems Thinking, which has 
most of the necessary constructs to understand 
regulation in all kinds of systems, e.g. (Weinberg, 
1975), (Weinberg and Weinberg, 1988), (Ashby, 
1956). Organizational Semiotics can also be useful 
because it is the study of norms in organizations 
(Chong and Liu, 2002), (Shishkov, Xie, Liu, Dietz, 
2002). 
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