It is unclear if ‘Drastic Dave’ is a label that Tesco chief executive Dave Lewis privately enjoys, but in an industry where labels and branding matter, the supermarket boss at least has a brand all of his own.
The sobriquet was earned at Unilever, where the executive took the axe to both products and personnel with gusto. Hired by Tesco to arrest slumping sales and fears of an industry-wide price war, Lewis was...
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