E-bike sales are increasing across Europe. Electric bicycles are being seen as a commuting alternative to the

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E-bike sales are increasing across Europe. Electric bicycles are being seen as a commuting alternative to the car, allowing customers to arrive at work on their bicycle without having to shower and change.

This is an area where Raleigh already has a product.

Should Raleigh sell a standardized e-bike concept, or should it adapt its marketing mix to each local market depending on the culture and potential future e-bike sales?

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