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ALIGN MANAGEMENT AS BASIS FOR CHANGE.

Publication: Advertising Age
Publication Date: 01-MAY-06 		Format: Online
Delivery: Immediate Online Access
Full Article Title: ALIGN MANAGEMENT AS BASIS FOR CHANGE.(Point)(brand-driven business transformation)

Article Excerpt
Byline: Scott Davis

In a March letter to shareholders, Chairman Edward S. Lampert marked the one-year anniversary of the Kmart-Sears merger by using General Electric as an example of the kind of reinvention he's shooting for.

Good luck.

Just about every trick in the book has been tried to revitalize Sears. A major merger. The acquisition of Land's End. Operational changes. Merchandising shifts. Revised messaging, marketing and advertising campaigns.

What hasn't been tried-and certainly hasn't been helped by the revolving door to the executive suite under Chief Executive Alan Lacy-is one of the most challenging yet essential aspects of reviving...

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