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ArticleFile04 - Article File 4 Chapter 12 Implementing...

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Article File 4 Chapter 12: Implementing Strategy in Companies That Compete in a Single Industry Find an example of a company that competes in one industry and has recently changed the way it implements its business model and strategies. What changes did it make? Why did it make these changes? What effect did these changes have on the behavior of people and functions? Perry Ellis International Chief Executive Officer (CEO) George Feldenkreis decided to change the company's retail distribution mix after seeing soft sales. So he shifted focus away from high end retailers like Macy's and Burdines to mass market value retailers like Target and Kmart. According to Feldenkreis, "We have really concentrated our efforts on the distribution chains that are successful. The reality is that more and more Americans are shopping at value- oriented retailers."
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