Target wont be defined by the breach but how we

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wake of the crisis. “Target won't be defined by the breach, but how we handle the breach,” he says. … The executives acknowledge the crisis has damaged the retailer's bull's-eye brand, while analysts  estimate it may cost Target billions of dollars. During the holiday-shopping season, Target's sales and  store traffic plummeted. Call-center volume overwhelmed employees. Executives testified before  congressional panels, and the company is facing federal and state investigations into how the cybercrime  occurred from its store registers and computer network. … Over the two months since the crisis erupted, Mr. Steinhafel, 59 years old, has lurched from one difficult  decision to another. At one point, he proposed in a meeting that Target would provide free credit monitoring and identity-theft  insurance for one year to all its customers. Scott Kennedy, a senior executive, asked: “You're saying we  will give this to any customer who's ever been in a store, but we aren't checking?” Mr. Steinhafel nodded. “Then we're offering this to all Americans,” Mr. Kennedy replied. Target went ahead with that plan. The breach could wind up costing Target, which notched $73 billion in sales in 2012, a few billion dollars,  people familiar with the matter say. … New chip technology to replace magnetic strips on credit cards could cost about $100 million, one  executive told Congress. Card-monitoring services for customers could cost tens of millions, according to  one executive. Hundreds of millions of marketing dollars could be diverted to repairing the brand. In 
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