CASE STUDY #3 1
Gabrielle Chappell
02/18/2017
Ivy Tech University
CASE STUDY #3 2
Case study #3 is about a company named “IDEO.” IDEO is a company that has won
many awards for its “human-centered, design-based approach to helping organizations” improve
and grow. They have helped hundreds of companies in many industries to innovate and improve
customer satisfaction and profitability. Tim Brown, president and CEO, describes design
thinking as “a human-centered approach to innovation that draws from the designer’s toolkit to
integrate the needs of people, the possibilities of technology, and the requirements for business
success.” IDEO’s success is built on a culture that values, reinforces, and supports helping
behavior (Kinicki & Williams, 2016).
What is organizational culture? Organizational culture is a system of shared assumptions,
values, and beliefs, which governs how people behave in organizations. These shared values
