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Business process redesign (BPR) has been widely adopted as an organizational change method since 1990s as the competitive pressures have forced organizations to constantly change. Although BPR has provided successful stories to gain dramatic improvement in performance and has been promoted as an enabler of organizational change, many organizations have faced serious challenges with widely mixed results due to the lack of understanding for potential organizational conflicts and the improper targeting of critical processes in the initial stage of BPR. This paper proposes a cognitive map based method to help organizational members identify potential organizational conflicts, capture core business activities, and suggests guidelines to lead to the necessary organizational change. A computerized tool has been developed to support the real world cases. Working procedure of the proposed method is illustrated with its application to the real BPR project of a dairy company.