Asda is the United Kingdom's second-largest supermarket. A recent subsidiary (1999) of the Wal-Mart family of retail stores, Asda takes great pride in its customer service, employee training, and overall organizational culture. The retailer both recruits employees externally, as well as training and promoting employees from within. According to the Asda case study, the colleague "pledges" account for a large part of its success. While Asda is committed to customer service and valued employees, the company is still growing, and its commitment to overall excellence is growing as well.
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