While “Save Money. Live Better” was the central image of Wal-Mart's since-abandoned shift from price to value, the company appears to be using the slogan differently today. Specifically, it is applying the “live better” part to its efforts to keep its corporate image high. Duke, for example, mentioned efforts to improve sustainability and hunger-relief programs. Wal-Mart officials are keenly aware their customer is under considerable economic stress, and ...

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