Magnetrol International, Incorporated: A Case Study in the Use of Appreciative Inquiry


This case examines the use of appreciative inquiry by a multinational company to gain market differentiation by developing a world-class global service and technical support organization. Magnetrol International, Incorporated is a family-owned manufacturing company headquartered outside Chicago, Illinois USA, with manufacturing facilities in the US, Belgium, Brazil, China and the UAE. The purpose of the article is to demonstrate how the appreciative inquiry framework was used to drive innovation in the creation of a world-class global service organization through the use of positive discourse and employee engagement. Data was collected over a 5-month period including during two appreciative inquiry (AI) summits, one in the US and one in Belgium. The article seeks to demonstrate that positive discourse conducted in an inclusive environment can lead to positive, innovative action with an ensuing benefit of a more engaged, committed workforce.

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