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<p data-pm-slice="1 1 []">Since Tufan Erginbilgiç took the helm of the iconic brand, its share price has surged. Profits have more than doubled. How he did it is a case study in the art of corporate transformation. In conversation with <a href="https://www.mckinsey.com/our-people/michael-birshan" data-attrib-id="link-4cc38faf-23de-4517-b025-52444f7083e6">McKinsey senior partner Michael Birshan.</a></p><p>See <a href="https://www.mckinsey.com/privacy-policy">www.mckinsey.com/privacy-policy</a> for privacy information</p>