Developing competitive advantage through customer service

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Introduction Morrisons was founded over 100 years ago, as a stall in Bradford market. It has been a family business for most of the time since. Under Sir Ken Morrison’s 55-year leadership, until he retired in 2008, the company grew steadily ‘from market stall to superstore.’ With over 450 stores, it is now the UK’s fourth largest food retailer. Differentiating the business Amongst the large supermarkets, several features make Morrisons stand out and differentiate it from competitors. By promoting its ‘fresh approach’ and commitment to sustainability,…

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