The environment in which an organisation competes will provide both opportunities and threats that influence its long-term strategic development. Organisations, therefore, have to analyse their strategic capability to ensure their capabilities fit the changing environment in which they are operating. This involves developing these abilities in new directions. This case study focuses upon the repositioning of a major retailer C&A and how it has changed customer focus on cost and price to become a value-driven retailer. Founded in 1841 in Sneek, Holland, C&A has developed…

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