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Even people with little money should be able to go on vacation. With this belief, Gottlieb Duttweiler, founder of Migros, founded Hotelplan in April 1935. A week in Lugano costs 65 francs all inclusive. “Dutti,” as the founding father was fondly called, has been in the grave for over 61 years. Although his spirit continues to live in Migros until this Friday, he is no longer recognized by the younger generation.
Now the new management is leaving its legacy and the travel subsidiary is being sold. Boss Mario Irminger speaks of a “breaking point”. No more Dutti nostalgia. He would never admit it publicly, but the invocation of Dutti and the associated nostalgia for Migros bothers him.
Today’s Migros is losing its market share, sales and profitability. However, profits are needed to remain a social employer that provides above-average benefits to employees. And to be able to continue to contribute to society through Culture Percentage.
People trust Migros. A major study showed that the Swiss identify most with the orange brand. The new Migros management should not lose this trump card in gambling. This means: do not make false promises, keep your price promises and do not lose sight of ordinary people.
Migros is now burying Dutti’s legacy. Social responsibility can survive without the spirit of the founding father.
Source :Blick
I’m Tim David and I work as an author for 24 Instant News, covering the Market section. With a Bachelor’s Degree in Journalism, my mission is to provide accurate, timely and insightful news coverage that helps our readers stay informed about the latest trends in the market. My writing style is focused on making complex economic topics easy to understand for everyone.
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