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

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.

Keywords

• empresa co-criativa
• mudança na cultura organizacional
• setor da saúde