At the time, Radio Shack's marketing was committed to divesting itself of its geek and nerd heritage in favor of what it considered a more trendy image. This image appeared focused on attracting more female customers and workers. Frank's concept was not exclusive of women, but it was somewhat "anti fashion" and so may not have been considered appealing to women. While the Best Buy marketing department executed on Frank's concept, Shack expatriates,displaced by their own marketing departments "Jihad" against geekiness, were aggressively recruited by the Best Buy HR department.
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