Describe TWO changes to organisational culture that would improve the marketing department's ability to implement innovation through product development.

Marking Criteria

• Provide an excellent description of two changes to organisational culture that are needed in order to improve the marketing department's ability to implement innovation
• The response should start with an overview of the current culture culture.
• The response should cove changes in areas such as levels of trust and openness, space and support for ideas, attitudes to risk taking, freedom to experiment, or any other area relevant to organisational strategy.