Creating Enterprise Value Through Cultural Intelligence

Rogerio Ribeiro - Former SVP & Head of Emerging Markets Region for GSK

Context:
As the leader of GSK’s Emerging Markets Region—spanning 100+ countries across Latin America, Africa, the Middle East, CIS, and Asia—I knew that even the smallest market could affect enterprise-wide reputation and performance.

Tracey partnered with us to pilot a bold new approach: Values Assurance, an enterprise-wide program designed to assess how deeply GSK’s desired culture was embedded in daily behaviors, decisions, and leadership. Our region’s feedback helped shape the model that ultimately scaled globally.

Impact:
Tracey brought a rare combination of global business acumen, cultural fluency, risk expertise and sharp problem-solving skills. The program she designed delivered vital, novel insights into the ground truth of our operations—surfacing what was really happening beneath the surface that other systems and metrics had missed.

She took something as conceptual as culture and made it tangible, understandable, and actionable—grounded in the realities of how we operated and made decisions.

With clear-eyed insight into how culture can create or erode value, she built a practical, scalable framework that revealed both leadership strengths and cultural risks—before they could undermine performance.

The impact was significant and lasting. It fundamentally changed how we viewed culture: not as a soft topic, but as a core lever for enterprise value, risk mitigation, and organizational resilience.

Relevant Services:
Culture Diagnostic, Enterprise Culture Risk Assessment, Global Culture and Controls Integration, Stakeholder Engagement Strategy