February 2007
Intermediate to advanced
288 pages
5h 55m
English
TWO FACTS are well known in the developed economies: there are too many brands, and it is an overstored environment. Yet, there always seems to be room for another successful brand or another successful retail chain. Witness the emergence of new iconic brands and successful chains that have either been launched or achieved dominance over the past two decades: Amazon.com, eBay, Nespresso, Old Navy, Red Bull, Starbucks, Tchibo, Trader Joe’s, Victoria’s Secret, and Zara. What makes a new entrant successful in the face of proliferating brands and stores is the ability to offer something distinctive and desirable with consistent quality. This is the challenge for retailer private labels—with ...
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