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Radio Shack and the painful realities of modern retail

Radio Shack and the painful realities of modern retail

One of my first retail consulting assignments was also one of the more fascinating ones: Should Radio Shack change its name? This was a long time ago, back in what would now be considered the heyday of the brand, but a compelling question nonetheless. Could there ever be a worse name? Radio, signifying antiquated technology, and a Shack, hardly the most inspirational environment to buy a product.

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