Processes of organisational culture change to adopt co-creative procedures: a case study in the multinational GE Healthcare

• Main Authors: Bianca Zapparoli Barbara, Alexandre Las Casas
• Format: Article
• Language: English
• Published: Escola Superior de Propaganda e Marketing - ESPM 2015-05-01
• Series: Internext: Revista Eletrônica de Negócios Internacionais
• Subjects: empresa co-criativa; mudança na cultura organizacional; setor da saúde
• Online Access: https://internext.espm.br/internext/article/view/259

The article seeks to identify the methods and obstacles in the process of cultural change when adopting co-creative procedures. The study analyses the multinational GE Healthcare, which has implemented a global value co-creation strategy named “healthymagination”. A conceptual framework for value co-creation and Prahalad and Ramaswamy’s (2004) principles of co-creation were used as a theoretical base. A case study method was used that included monitoring techniques and open semi-structured interviews. The results indicate that a decentralised power structure and a culture open to change facilitate the use of various mechanisms. The obstacles faced by the organisation include enabling a collaborative flow and applying this new mind-set among management and all potential co-creators within the company.