Walking the Walk

Having Your Customers Love You

Robert Brunner and Stewart Emery with Russ Hall

Yogi Berra once said, “When you come to a fork in the road, take it.” That’s exactly what the mass merchandise chain Target did. Founded in 1962, about the same time K-Mart and Wal-Mart began, it has defined itself by taking a different direction. While K-Mart and Wal-Mart are both price-oriented, Target has consciously aimed to be design-oriented. It may generate only $60 billion a year, compared to Wal-Mart’s $350 billion a year. And Target may have only 352,000 employees compared to Wal-Mart’s almost two million employees, as the nation’s largest ...

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