In last week’s interview with Ausbiz, we discussed the recent accusations against Coles (ASX:COL) and Woolworths (ASX:WOW) for misleading shoppers about discounts. We explored how the new leadership at both companies, with female CEO’s, might bring a more nuanced and sensitive approach to crisis management. While Coles has taken a defensive stance, Woolworths’ more measured response could ultimately benefit their long-term brand value. Drawing from past examples like Qantas (ASX:QAN) and Exxon, I highlighted the importance of transparency and suggested that the supermarket that embraces change could gain a competitive edge in the market. 

You can watch the full interview here: Ausbiz – New CEOs but same old mistakes…

The Montgomery Fund and the Montgomery [Private] Fund owns shares in Woolworths. This article was prepared 4 October 2024 with the information we have today, and our view may change. It does not constitute formal advice or professional investment advice. If you wish to trade Woolworths, you should seek financial advice.