C DE COMMUNICATION · Dimas Gimeno, former president of El Corte Inglés, is committed to integrating technology and leveraging stores as mini hubs
Resistance to change is one of the limiting factors that traditional companies, such as El Corte Inglés, face in order to advance and compete with the giants of commerce and technology, chief among them Amazon. In addition to having other disadvantages such as oversized structures and expensive veteran staffs. “We haven’t realized how to use the brand and the trust gained over the years to overcome the challenge from new companies.”
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