| Author: | Arkin, A. |
| Title: | Mothercare makes a play for women returners |
| Journal: | Personnel Management
1990 : JULY, VOL. 1, No 1, p.20-21 |
| Index terms: | RETAILING RECRUITMENT WOMEN WORKERS |
| Language: | eng |
| Abstract: | Mothercare decided on a new way of recruiting labour. They focused on women returners using their experience of pregnancy and motherhood to the company's advantage. They launched a research among the target audience and then began working on a new image of the company. As a result of all this in the race to attract women returners Mothercare has a clear advantage over other retailers. |
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