Finding the silver lining

  Whenever there are dark clouds, there is always a silver lining. Learning how to see it is what separates the dodos from the falcons. Whenever a previously healthy category goes into what looks like terminal decline it is often because consumer trends have mutated the drivers. It does not necessarily mean the category itself is actually dead. The issue that lies at the heart of this problem is that too few retailers really understand their competitive position – the context in which the

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