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

December 31, 2014

[ap/corbis]
[ap/corbis]

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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