Abstract
This case study describes the culture change process and positive outcomes at one of Genentech's largest divisions, Immunology and Opthamology (GIO). Senior Vice President Jennifer Cook worked with her team to develop a culture that would tie together four brands that previously were not in the same division. Despite various challenges along the way, Cook pursued a culture change approach with definitive and relatively rapid outcomes. This is a story of the role of leaders in undertaking and inspiring major culture change.