Your Whole Company Needs to Be Distinctive, Not Just Your Product
Harvard Business Review
MAY 19, 2016
It became easier and easier for small enterprises to gain customer reach and awareness (along with working capital). 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. When Procter & Gamble purchased it in 1999 for $2.3
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