When I took over a company as CEO early in my career, the company was a $2MM revenue company losing $0.5MM a year. It had great technology based on the owner's patents, and had a terrific R&D department. In fact, the company culture was R&D focused, with an attitude of "we will invent and make the best, and sell what we want." The sales and marketing departments were under staffed and under funded, and pretty much ignored by senior management. R&D did what they wanted to do, regardless of what the customer wanted. The culture was fine for R&D, but the company was almost out of business. A change in cultures was required if it was to survive.
When I left the company 3 years later, it was a $25MM revenue company making $5.2MM per year.
What kind of actions do you think needed to be done to change the culture of the company?