Scrap the Culture Talk, Let Employees Do the "Walking": a processual approach to understanding culture change in a rapid-growth firm.

Sammanfattning: The research brings the following conclusions: knowledge sharing plays essential role in communicating the need for organizational change; employees need time to identify themselves with the change aspect to become more customer-oriented. Some of the reasons for current discrepancies in Wind lie within unstructured and inconsistent communication, rapidly changing business environment, triggers created by different national culture as well as ‘im ature’ leadership. It is essential to create collective knowledge in order to establish collective identity, which signifies the changing culture.