That and risk taking was muted because they were scared to take a big hit. I really don't know what the plan was if it wasn't to just bleed it dry. Because, as

That and risk taking was muted because they were scared to take a big hit. I really don't know what the plan was if it wasn't to just bleed it dry. Because, as you point out, if they're scared to take a big hit, then they'll just survive and never go after a market or a competitor. You want to sell shitty tool-shaped objects and hope no one notices, or how about you got after Snap-On with your new Professional line that's 30% less but just as good (Craftsman ain't the only one riding on reputation)? And, yeah, Sears actually sort of did that about 20 years ago. How about "fuck Viking, Sub-Zero and their shitty, overpriced appliances. We make better ones, and they cost less. 'cuz Kenmore is back, bitches."? Or something, I dunno. What I do know is that I don't need a fancy MBA to tell you the end result of gradually eroding quality and not maintaining your stores.