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Negotiating Partnerships: Increase profits and reduce risks by Iwar Unt, Keld Jensen

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Buying a table

Let us try to follow a process that we are able to imagine — buying a coffee table. But we have to go back to the late 1950s. Consider the following example. It shows you how things were done.

  1. I need a new table and go to the furniture store. Where were all the furniture stores located in the 1950s? In the city centre.

    Advantages: It was easy for customers to get there, and all the stores were in one place. This made it easier to compare products and prices.

    Disadvantages: The furniture stores had to pay very high rents. To make financial sense of things, selling prices were high, and stores could not afford to carry large stocks of finished furniture. Instead they had displays where customers could choose and compare tables manufactured ...

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