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Small Town Rules: How Big Brands and Small Businesses Can Prosper in a Connected Economy by Becky McCray, Barry J. Moltz

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Powerhouse Small Town Brands

Viking Range

Greenwood, Mississippi: Population 18,000

Viking Range brought commercial-style ranges to serious home cooks from the heart of the Mississippi Delta. Viking Range founder, Fred Carl, Jr., and his family have lived in Greenwood for generations. Both his father and grandfather were contractors, and Fred grew up in the business. Although his original dream was to be a designer or architect, he instead faced the collapse of his father’s business. Fred stepped in and spent a decade rebuilding it.

Fred focused on building contemporary houses with industrial-style kitchens. He ran into a problem: Existing residential stoves were not of the quality that serious cooks wanted, and commercial models simply weren’t ...

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