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Author Archive

Brand Management

How Brands Can Compete On Efficiency

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Finding Your Competitive Frame Of Reference

Companies cannot be good at everything. They face trade-offs in their business.

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Brand Management

How To Identify The Drivers Of Willingness-To-Pay

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The willingness-to-pay for a product or service is a result of three factors: how much a customer likes your product or service once he has it; how easy it is for him to obtain it; and how expensive it is to own the product.

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