ABSTRACT
This conclusion presents some closing thoughts on the concepts covered in the preceding chapters of this book. By focusing on the supermarkets in the Australian context, the book demonstrates that Coles’ successful adaptation in the face of disruptive forces produced considerable internal instability as managers grappled with the scale and nature of change. It illustrates the way that disruptions and innovations wrought by the arrival of the digital age were largely downplayed or simply dismissed by advertising professionals, who were comfortable with the status quo. In exposing the emotions, values, and ideas that underpinned interviewee relationships with the Cadbury brand, in the interviews with internal and external stakeholders the book, demonstrates the importance of continuity amidst a sea of change.
