‘Asos – in a world of data, company spirit matters and culture still eats strategy for breakfast’

Asos HQ reception entrance

Asos’ new chief executive is wise to want ‘refresh’ its culture – it is the foundation stone of commercial success, writes George MacDonald

It was good to see new Asos chief executive José Antonio Ramos Calamonte put company culture at the heart of his strategy as he seeks to turn the fashion etailer around.


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