Tesco Tries to Hit a U.S. Curveball†

After Arriving With Grand Plans to Woo Affluent, U.K. Grocer Adjusts to Recession With Budget Brands

Wall Street Journal, March 2, 2009 — In 2007, as it rolled out ambitious plans to break into the U.S. market, British retailer Tesco PLC emphasized the high-quality foods at its Fresh & Easy supermarkets. Fifteen months, 114 stores and a deep recession later, the company has made big changes to its strategy: steep price cuts, aggressive advertising and a new budget brand.

Microsoft Introduces Windows 7, Ending Vista Brand

New York Times, October 29, 2008 — Microsoft introduced what it said would be a slimmer and more responsive version of its Windows operating system on Tuesday, while unceremoniously dropping the brand name Vista for the new product.