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