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Forbes.com
After a long run of strategic mistakes ? including its fateful decision in 2001 to outsource web-based sales to Amazon.com ? the once-admirable Borders bookstore chain filed for bankruptcy this week.
Why couldn't management ? and a little marketing savvy ? turn things around?
Mya Frazier, director of insights at Engauge, suggests that the fiscal unraveling of this 40-year-old retail chain reveals three essential lessons.
The Engagement Brief features the latest research and insights from Engauge.
One of the nation's largest independent agencies, Engauge leverages creativity and technology to develop transformational ideas that connect brands and people. Engauge guides a growing roster of clients on the path to realizing the power of digital channels by focusing on driving results and sustainable growth for brands. The agency's client roster includes Nationwide Insurance, DAD'S Pet Care, The Home Depot, Best Buy For Business, Chick-fil-A, Brown-Forman, Food Lion, Van Gogh Vodka, NGK Spark Plugs and more. Engauge, which has offices in Atlanta, Austin, Columbus, Orlando and Pittsburgh, is a portfolio company of Halyard Capital.
