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10-4 Short Paper: Culture-Changing Initiatives. Describe how to assess current culture through both direct and informal questioning approaches. What are the four culture-changing initiatives that facilitate cultural change? Describe the role these changes have in the world-class service culture. See pages 425-431 in your textbook for guidance. Hoffman, D., & Bateson, J. (2011). Services Marketing: Concepts, Strategies & Cases. Mason, OH: South-Western College. ISBN: 978-1-4390-3939-7 Format: – 12 pt font – Time new roman – 1″ margins – Atleast 4 pages long not counting the reference and title page.
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