In a rapidly changing environment such as the current one, organizations must keep continuous learning and improvement at their core to explore and respond with new ideas and value propositions. Establishing a corporate culture that allows for experimenting without penalizing is fundamental to promote contact with the client which is direct, constant, and real. While many companies claim to be supporting this practice, there are few which truly embody it. Lars-Johan Jarnheimer, Chairman of IKEA Group, reflects on this notion and shares his experience of what it’s like to be at the helm of the distribution giant with José Ignacio Gafo, Associate Dean and Professor of Marketing at IE Business School.
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