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THE POWER OF THE PURSE: HOW SMART BUSINESSES ARE ADAPTING TO THE WORLD'S MOST IMPORTANT CONSUMERS—WOMEN by Fara Warner

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Chapter 2. From Property to Partnerships: How The Home Depot Discovered Power Partners and Do-It-Herselfers

Renovated the number two retailer's stores to appeal to women in novel ways to go beyond its competition by focusing on the changing structure of America's families and the shifting roles of women inside the home—and in home renovations.

On a chilly evening in Marietta, Georgia, in January 2004, with an ice storm snarling traffic, a group of about 40 women gathered at their local home improvement store, The Home Depot, for a “do-it-herselfer” workshop. It was the first in a series of quarterly seminars that would be held nationally during the year on the same day by America's number two retailer to educate women in home improvement projects. ...

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