Reputations can create value in B-to-B markets and support diversification Brands create more value if the products are frequently purchased and in high involvement categories

Reputations can create value in B-to-B markets and support diversification Brands create more value if the products are frequently purchased and in high involvement categories

The wheel of retailing Gain entry with low prices Gain trust and loyalty Add offerings and raise prices Differentiate from new no-frills entrants

The Wheel of retailing GG ain entry with low prices rain trust and loyalty Add offerings and raise prices Differentiate from new no -frills entrants

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