Participatory cultural change

The marketing department of our client, a medium-sized automotive supplier in the B2B sector, is facing the challenge of restructuring itself against the backdrop of new tasks and customer requirements.

We were commissioned to provide strategic and operational support for the change towards greater agility and cooperation in order to shape the culture and ways of thinking and working in line with the new requirements.

In a participative process, we analyse the current culture in order to develop a target image of the desired culture. Based on this, ways of thinking and working, roles, added value and specific measures for implementing these are developed in several co-creation workshops and localised in a culture roadmap.

We conduct individual interviews and group interviews with employees to obtain a qualitative picture of the current culture and existing ways of thinking and working and a deep understanding of them. The results are consolidated and visualised in a cultural gallery, a boat trip and a cultural weather forecast.

In participative remote workshops, we develop a prototype of the target culture with marketing roles, values and ways of thinking and working in marketing based on the results of the analysis. We iterate this with decision-makers, key interfaces and other marketing employees.

Together with the employees, we collect communicative and transformational measures to bring the new target culture to life. We translate these into profiles and templates, prioritise them and place them in a culture roadmap including timings and responsibilities.

A standardised understanding of the desired culture as well as specific cultural elements such as roles, values and ways of thinking and working. The culture roadmap, including eight action plans and templates for independent realisation and implementation, is used for operationalisation and activation.