Super Marketing: ‘Living the Narrative’ and Other PR Lessons From the Market Basket Story

December 31, 2014


We academics have descended, and something tells me we will be researching the story of Market Basket — a chain of 72 supermarkets in New Hampshire, Massachusetts and Maine — for years to come.

After all, it’s a good story: a fight between two Arthurs, with a $3 million kingdom at stake. One deemed a hero in the court of public opinion. Another deemed a villain. And a broad-based labor action that, according to MIT Professor of Management Thomas Kochan, was “unprecedented in modern U.S. labor history.”

From a PR perspective, what happened with Market Basket is a case study in the importance of good old-fashioned human interaction.

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