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Why Customers Really Buy by Michelle Helin, Linda Goodman

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Chapter 14Turning Around a Company in Crisis

The Emotional Triggers That Stemmed Co-Op Member Defections

I know you believe what you think I said, but I’m not sure you realize that what you heard is not what I meant.

—Robert McCloskey

Companies in crisis often point to one significant occurrence as the cause of their troubles. Maybe that’s the case; maybe not. But one thing is certain: a turnaround effort must be based on solving the right problems, or it won’t work. Sometimes companies on the brink, in their haste to make things better, grasp at easy answers. But when a single occurrence becomes synonymous with the actual crisis, it can obscure other considerations. This is a story about a struggling cooperative, one of the largest in the ...

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