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Ron Vachris, CEO of Costco: “A CEO Must Consume His Own Product” and the Day He Broke the Rules to Prove It
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PHOTOART: MERCA2.0 At a time when managers usually appear in carefully planned campaigns or behind corporate speeches, Ron Vachris, CEO of Costco decided to do something much simpler: sit in front of the cameras and eat a Costco hot dog. It was not an elegant tasting or a strategy full of production. Costco’s CEO took the famous $1.50 hot dog and soda combo and became, for a few minutes, a customer within the store. While trying one of the most …
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