MIGROS am Scheideweg 1925 – 2025

MIGROS is a well-known name to almost all Swiss people. However, few know how it all began. Who had the vision, courage, and strength to revolutionize the Swiss grocery trade back then? Gottlieb Duttweiler (1888-1962) founded the company 100 years ago, motivated, supported, and criticized by his most important advisor, his wife Adele, née Bertschi. Since those days, MIGROS has risen from being initially despised and then feared by competitors to becoming the established number one in the Swiss grocery market. However, for the past ten years, there have been rumblings behind the facades of the orange giant: supermarkets have lost five percent market share. The management's expansion activities are being criticized. The internal organizational structure has clearly begun to rust. This book addresses the causes of this development and shows why it is not enough to invest billions in attractive stores and new locations, lower prices, and hire external consultants to reposition the MIGROS Group.