Should America Be Run by … Trader Joe’s? (Update)
Update: 2025-03-21
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The quirky little grocery chain with California roots and German ownership has a lot to teach all of us about choice architecture, efficiency, frugality, collaboration, and team spirit.
- SOURCES:
- Kirk DesErmia, facilities manager in Seward, Alaska.
- Mark Gardiner, journalist and author.
- Sheena Iyengar, professor of business at Columbia Business School.
- Michael Roberto, professor of management at Bryant University.
- RESOURCES:
- “Trader Joe’s,” David Ager and Michael Roberto (Harvard Business School Case, 2014).
- “What Brands Are Actually Behind Trader Joe’s Snacks?,” Vince Dixon (Eater, 2017).
- Build a Brand Like Trader Joe’s by Mark Gardiner (2012).
- “When Choice is Demotivating: Can One Desire Too Much of a Good Thing?,” Sheena Iyengar and Mark Lepper (Journal of Personality and Social Psychology, 2000).
- Unlocking Creativity, by Michael Roberto (2019).
- EXTRAS:
- “How Can This Possibly Be True?,” by Freakonomics Radio (2016).
- “How to Save $1 Billion Without Even Trying,” by Freakonomics Radio (2016).
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