mind your business: Are You Committing the Seven Deadly Sins of Business Transformation?
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Trader Joe's has convinced its customers to bring bags that they bought from the store to collect their own groceries. It has successfully tapped into green market momentum.
The customers of Trader Joe's are participating at both levels in acting to save paper or plastic and to recycle bags every time they visit. This helps Trader Joe's save on the cost of bags, but the consumers do not see it that way. Consumers see themselves aligning with the grand vision of a world without excess, and they believe that Trader Joe's is conforming authentically to their worldview.
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- People:
- Mohan Nair
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