Morrisons – Fresh growth for Morrisons

Sandya Piyasena and Alex Kuropatwa

Morrisons was founded more than a century ago, with its roots in West Yorkshire. When Sir Ken Morrison took over the family business, he built it into the north of England's biggest supermarket.
Agency: DLKWAuthors: Sandya Piyasena and Alex Kuropatwa

Morrisons – Fresh growth for Morrisons

1. INTRODUCTION

This is the story of Morrisons' recovery and how communications were a driving force in its turnaround.

For decades a darling of the stock market, Morrisons bought Safeway and fell dramatically from grace. When the company emerged from the struggles of integration, management was under pressure to turn the business back into a winner.

In the fast pace of food retailing, analysts and the City were keenly watching Morrisons' next financials and the outcome of the key retail season, the battle for...

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