How could create new vision and culture for a organisation? from the perspective of The Symbolic frame ?

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)