Your Whole Company Needs to Be Distinctive, Not Just Your Product
Harvard Business Review
MAY 19, 2016
But starting in the early 2000s, the advantages of scale were mostly eliminated, in large part because of globalization, deregulation, and the rise of digital technology. For example, Iams pet food was one of the first premium brands; it sold to health-conscious pet owners, who purchased it only at specialized pet stores.
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