... focus, shared leadership, and the adop-tion of a radical change model.First, Irizar’s strategy was oriented towards To know, serve and add value for the customer’. Foradaptation to the customer’s ... of the environment, markets andcustomers. The second fundamental aspect in the Irizar strategy was that of shared leadership. The idea that the best organizations do not depend on great leaders’ ... view of the firm, as an overall change process and a form of organisational renewal, focused on innovation,through the creation, transmission and application of new knowledge (Cohen and Levinthal,...