Some online retailers will adjust their margins so low that the only money to be made is from the phone contract, not the actual hardware. For Radio Shack to compete using its current model of neighborhood expertise it must push that idea- expertise. In order to ensure this to the degree necessary in the competitive market, it must incentivize its retail sales force so that they not only work to sell the appropriate product, but are retained at RS in order to build a paradigm of expertise. Ethical Business- However, in line with appealing to a broader market, Radio Shack initiated a series of initiatives designed to push the consumer back into its stores: the Customer Service signage and program; revamping fixtures and upgrading stores; increased marketing to consumer segments, and reconnecting with the do-it-yourself customer, which has been the core basis of the company's success for almost a century. Radio Shack has the opportunity to buttress this strategy even more by focusing on what it does well -- well-trained and knowledgeable staff, solid products and pricing (forget being the newest or coolest); and more than anything, using sponsorships and event marketing to reconnect with the type of customer needed to ensure the organization's growth (Martin, 2012). This is an ethical and moral imperative for Radio Shack in the sense that it needs clear servant and charismatic leadership from the top to both solidify and organize the future of the organization.

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