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Innovate to Grow


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1 Department of Business Administration, Srinivasa Institute of Technology, Mangalore, India
 

Most businesses that begin in small towns and cities stay small. They suffer from 'locational hazard'. They define their boundaries even before starting their business and stay within those boundaries. Being initiators they may be lucky and stay ahead of the competition within the defined parameters. But Magnum was different. It established itself at a different level beyond the limits set by the local competition and built a market around itself by creating value for the customer.
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  • Innovate to Grow

Abstract Views: 210  |  PDF Views: 91

Authors

Sukanya M. Rao
Department of Business Administration, Srinivasa Institute of Technology, Mangalore, India

Abstract


Most businesses that begin in small towns and cities stay small. They suffer from 'locational hazard'. They define their boundaries even before starting their business and stay within those boundaries. Being initiators they may be lucky and stay ahead of the competition within the defined parameters. But Magnum was different. It established itself at a different level beyond the limits set by the local competition and built a market around itself by creating value for the customer.