I’m in marketing at the ground roots. I have a feeling I could have Sears back in the game within two years. Their problem is those MBAs you mentioned didn’t, EVER connect with the Heartland, because they don’t understand it at all.
Pity. It wouldn’t be that hard to make Sears exciting again.
I don’t think that’s exactly the problem, or at least not going far enough. It’s not that they don’t connect with the Heartland, it’s that they don’t connect at *all* with their customers. Sears didn’t connect with coastal/urban dwellers either and they *definitely* didn’t connect with internet users. Even today their web site is horrible and their marketing message muddled at best.