For even longer than Kroger has employed its “customer first” strategy, it has printed the following sentence on each of its employee paychecks: “A satisfied customer made this paycheck possible.” After a century and a quarter of building itself up and tearing itself down, of rethinking its tactics again and again, Kroger has arguably reached a point where it is satisfying customers better than it ever has. Its estimated $69 billion in 2007 sales leads all conventional supermarket ...

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