West Brom want to build a team with "greater goal power" to "capture the fans imagination", says chief executive Mark Jenkins.
They sit 10 points from safety in the Premier League with five games to play.
The Baggies have appointed Giuliano Terraneo as technical consultant, replacing Nick Hammond.
Jenkins said "no stone will be left unturned" as they look to recover from a season that has left them on the brink of relegation.
West Brom have won three league games this season and have scored 26 goals, the joint lowest total in the league along with Huddersfield and Swansea.
He says the "culture and the direction" needs to change and must be "sustainable for the long term".
"I want to assure our supporters that we're leaving no stone unturned in our efforts to ensure we recover from this very disappointing campaign," said Jenkins.
"From my discussions with the owners already, I know there is a genuine desire to build a team with greater goal power and attacking threat which can capture the fans' imagination."
Hammond joined the club in April 2016 having previously been director of football at Reading, where he worked with manager Alan Pardew, who parted company with West Brom this month.
The club say former Torino and AC Milan goalkeeper Terraneo, who has previously worked at Fenerbahce, Inter Milan and Lazio, will help find a replacement for Pardew and "assist the restructure of the club".
"In the event of our losing Premier League status, it will be a squad we will want to compete strongly for promotion back to the top tier," added Jenkins.
Jenkins returned to the club in February after chairman John Williams and chief executive Martin Goodman were sacked by West Brom owner Guochuan Lai.