In an attempt to change its image as an underclass-discounter in the UK and Switzerland, Aldi enlarged
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In an attempt to change its image as an ‘underclass-discounter’ in the UK and Switzerland, Aldi enlarged its product range and offered a higher level of service to customers. What could be the rationales behind such a strategy in the UK and Switzerland? Do you also see problems and risks associated with this approach?
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Related Book For 
International Marketing, 5e (UK Higher Education Business Marketing)
ISBN: 227395
5th Edition
Authors: Pervez Ghauri, Philip R. Cateora
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