WELLESLEY HILLS, Mass. — Shadowed by chains in New England that possess greater economies-of-scale, Roche Bros. has proved that being big is not better. In fact, getting bigger is a cause of concern for Rick Roche, chief executive officer of the 17-store, family-operated chain, if it threatens the essence of what has endeared the retailer to its customers, employees and vendors for over half a century. “As we grow, our biggest challenge is to keep our culture and attitude toward our ...

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