hierarchically structured company and turn it into an innovative fast, new ideas with consumer and customers.? from the perspective of The Symbolic frame ? change from vertical to horizontal structure

an organization of more than 100 years with a vertical and old hierarchy and is dedicated to the manufacture of pharmaceutical packaging, food chain, water bottles. That organization wants to implement a culture and vision of innovation by listening to employees, customers and creating new products, but without firing employees. How could create the new vision and culture from the perspective of The Symbolic frame from Bolman & Deal (2013)

The director of the marketing department disagrees with making innovative changes in the organization.

how could I persuade the director of the marketing?