Waitrose retail operations director: People admire a business they can trust

Stephen Hider, retail operations director at Waitrose, says customers turn to trusted brands in times of financial difficulty.

Speaking at Britain's Most Admired Companies awards 2013, Stephen Hider, retail operations director at Waitrose, said firms should think carefully about their brand and how they are perceived.

'In times of economic downturn, customers turn to trusted brands, and that has certainly helped John Lewis and Waitrose navigate these choppy waters.'

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