Business Process Reengineering has been unfairly associated with downsizing and other manifestations of corporate carnage, despite its valuable message and important role in competitive advancement. Consequently, the term reengineering has been bestowed with a negative connotation by many corporate employees, requiring significant management intervention to counteract. In contrast, the term engineering connotes momentum in a forward and positive direction. With 'engineering' there is less of an overt reminder that the status quo is inadequate. Instead, the primary focus is shifted to attaining the objective at hand. In a sense, the cup is considered to be half full, and not half empty.
It is important to recognize the influence that words have upon perception. A slight change in terminology may allow employees to feel more supportive, enhancing their enthusiasm to participate in the work effort. Secondly, 'reengineering' is inapprorpriate for startup firms that have no preexisting organization in need of restructuring. It therefore make sense to suspend the term 'reengineering' in favor of 'engineering' as the banner phrase for class-based activities.
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