CMO Makes Earth Shattering Revelation

“Our opportunity is to gain marketshare while other retailers are struggling. That’s what we are focused on.” Richard Gerstein – CMO of Sears (as quoted in the March 17th 2008 issue of BrandWeek.)

I think gaining marketshare should always be a focus. The root of the problem with Sears is not just gaining marketshare, but it’s winning marketshare back in the form of previous customers who are now shopping at Target, Wal-mart, online, and elsewhere.

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