The Expansionists – Legacy Extension or Refresh:

May 11th, 2015   •   no comments   

Created by successful companies to protect and extend their share, legacy growth demand chains are new ways to reach customers. They may seek adjacent markets by leveraging their brand, buying power or distribution capabilities. They may also seek to refresh an image in the marketplace by repositioning strong but stale capabilities. As an example, Nordstrom’s has recently acquired HauteLook which is an on-line clothing retailer that operates at a much more competitive price point than its brick and mortar stores. It also appeals to a younger audience who would be more comfortable shopping on-line than its typical suburban mall customer.

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