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Purpose

When Ermenegildo Zegna's senior management team decided to transform the organization into a performance‐oriented culture, the decision was made to start with the HR function. The purpose of this paper is to outline the challenges they met and how they were overcome.

Design/methodology/approach

The paper uses Ermenegildo Zegna as a case study of how to transform an organization into a performance‐oriented culture.

Findings

The move from transactional to strategic HR is not a one‐off, closed‐ended process. HR must keep ahead of the changes and needs to always be thinking of new ideas and new attitudes and to keep pushing forward.

Originality/value

The paper examines Ermenegildo Zegna's process of transformation.

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