In 2012, Mountain Equipment Co-op, a members-only Canadian consumers' co-operative that sold outdoor recreational gear and clothing, underwent a major revamp of its strategic focus, which involved a change of its logo. The shift was away from the co-operative's core, outdoors-focused customer base to a wider target group that included urban and rural customers who were new to outdoor sports. The change was significant and the co-operative realized that many of its core customers-all of whom were shareholders-were upset by the shift in strategy and logo change. Mountain Equipment Co-op needed a communications plan to ease the transition.

【書誌情報】

ページ数：16ページ

サイズ：A4

商品番号：HBSP-W19134

発行日：2019/4/12

登録日：2019/7/4