1.16 How is the concept of share of customer illustrated in the case study?

One of the biggest news items in the UK retail sector recently was the €1.57 billion acquisition of Home Retail Group, the parent company of Argos, by Sainsbury’s, one of the leading British supermarkets. Unsurprisingly, the highlights of this business decision are the huge sum involved and the associated risk in the complex marketing environment. So why this was considered a good decision, especially after the British referendum in favour of leaving the European Union (EU) and the uncertainty in the business environment that follows?