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“Large distributorships—due to their breadth of locations, products and services—pursue the customer/vertical-excellent strategy,” said Reilly. “Smaller companies tend to be successful pursuing product-excellent strategies, although they can pursue customer/vertical market-oriented strategies in geographically remote markets, and with small accounts not of interest to larger firms.” He added that smaller firms can even pursue a product-excellent strategy within a vertical niche marketing plan.
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- George Ryan
- Paul V. Reilly
Maggie Dewitt
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