The Co-operative Group: Values in action

How a declining retail brand seized the opportunity to re-evaluate and communicate afresh the values that make it what it is, and then used that new sense of identity to turn its business around.


In this case study discover:

  • Extensive programme of research to understand market needs, customer perceptions, issues for the organisation and potential within the organisation.
  • Understanding the difference between hygiene factors – basic requirements for the sector – and what makes The Co-operative different and valued.
  • Making the effort to ensure the core values of the organisation really permeated throughout, through an employee engagement programme, enabled the distinctive identity to be strengthened internally and externally

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Topics: Communicating your distinctiveness, Case Studies, Beyond-HE Case Studies.

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PDFiconThe Cooperative Group: Case Study (PDF 82 KB)

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