The authors argue that traditionally retailers have focused upon their internal processes, operations and systems in order to improve performance. Accordingly they have failed to respond to global changes and customer requirements. They argue that designing a successful retail business depends on relationships with four groups of people: customers, shareholders, employees and suppliers. This text takes you inside those strategic relationships and helps show you how to redesign your business to get them right. Highlights include a new theory of brands which shows how customer loyalty and service can be transformed. Insights into supply chain structure reveal a path to a new level of excellence. Job satisfaction is also given a complete overhaul for the new century. In each case the solution seems paradoxical - by finding a way to let the human element back into strategy we can actually increase its objectivity and extend its reach.