Robin Ash was appointed as the new COO of Printzhof Press and needs to implement changes to create sustainable organizational culture and operations. Printzhof Press had been losing market share since the 1940s due to resistance to new technologies like eBooks. Employees lacked motivation and had a laid back attitude. Ash introduced new performance evaluation and reward systems to motivate employees and change the culture. She also aimed to make Printzhof Press more adaptive to changes in the industry through transformational leadership.