Keyton (2011) affirms that an organizational culture emerges from the communication among employees within and
across structural units of an organization. The author ascertains the role of communication in managing, and
changing organizational culture, promoting creation of work experiences. Gardner (2011) suggests an approach to
organizational culture change. The approach consists in introducing "anomalies" that present a reality that cannot be
true under the old assumptions. As more and more anomalies are presented, employees will abandon old beliefs and
will be willing to adopt new ones.