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Viable Vision: Transforming Total Sales into Net Profits by Gerald Kendall

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Appendix B: More Viable Vision Examples

A Distribution Company

A $300 million distribution company in the U.S. had an enviable following, which it had built up over its twenty-year history. Its customer list of thousands of companies and government sector buyers reads like a Who’s Who. The manufacturers that the company represents are the cream of the crop in the communications industry. Yet the company was stagnating, even though their market share was below 20 percent.

This distribution company, with many thousands of products in its warehouses, chose to grow its business by trying to become the single-source supplier for all of its customer’s needs. In its industry, the products change very quickly. Many products have a life of nine months ...

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