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

Authors

  • Bianca Zapparoli Barbara Pontifical Catholic University of São Paulo, PUC / SP
  • Alexandre Las Casas Pontifical Catholic University of São Paulo, PUC / SP,

DOI:

https://doi.org/10.18568/1980-4865.10170-83

Keywords:

Co-creative company, Change in organisational culture, The health sector

Abstract

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.

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Author Biographies

Bianca Zapparoli Barbara, Pontifical Catholic University of São Paulo, PUC / SP

Master’s in Business Administration from the Pontifical Catholic University of São Paulo, PUC / SP

Alexandre Las Casas, Pontifical Catholic University of São Paulo, PUC / SP,

PhD in Management at Getulio Vargas Foundation / FGV. Professor at the Graduate Program of Management at the Pontifical Catholic University of São Paulo, PUC / SP,

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Published

2015-05-13

How to Cite

Barbara, B. Z., & Las Casas, A. (2015). Processes of organisational culture change to adopt co-creative procedures: a case study in the multinational GE Healthcare. Internext - International Business and Management Review, 10(1), 70–83. https://doi.org/10.18568/1980-4865.10170-83

Issue

Vol. 10 No. 1 (2015): JANUARY/APRIL

Section

Article

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