Woolworths
Assessment date: May 2017
Woolworths built a strong foundation for promoting its Good Business Journey (GBJ) brand over a number of years and enjoys pre-eminence as the market leader championing trendy environmental and social concerns. However, disclosure of its performance against issues actually material to its own business (and its business dealings) has deteriorated significantly, while competitors are improving.
Woolworths continues to drive its GBJ story, confident in its own belief as to what this means, but less well informed by its engagement with its stakeholders as to how this should in fact drive strategy. The consequences are that Woolworths may make poor strategic decisions and may be vulnerable to being exposed for hypocrisy in the event of targeted criticism, or an industry exposé.
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