10-4 Short Paper: Culture-Changing Initiatives. Describe how to assess current culture through both direct and informal questioning approaches. What are the four culture-changing initiatives that facilitate cultural change? Describe the role these changes have in the world-class service culture. See pages 425-431 in your textbook for guidance. Hoffman, D., & Bateson, J. (2011). Services Marketing: Concepts, Strategies & Cases. Mason, OH: South-Western College. ISBN: 978-1-4390-3939-7 Format: - 12 pt font - Time new roman - 1" margins - Atleast 4 pages long not counting the reference and title page. .