In an attempt to change its image of an underclass-discounter in the UK and in Switzerland, Aldi
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In an attempt to change its image of an ‘underclass-discounter’ in the UK and in Switzerland, Aldi enlarged its product range and offered a higher level of service to the customers. What could be the rationales behind such a strategy in the UK and in Switzerland? Do you also see problems and risks associated with this approach?
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