In 2004, faced with disappointing financial results, declining customer satisfaction and unclear strategic direction BP Castrol Marine, a UK based global marine lubricants business, selected Appreciative Inquiry (AI) to identify intervention, generate different routes for the organisation's success and generate the way for the company to go forward. An AI team were appointed to create…

BPIR Categories

2.2.4 Formulate and review business unit strategy
9.7.1 Encourage employee involvement and feedback
14.3.6 Provide ideas management & innovation processes

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