Stop Competing on Price: The Case for the €10 Sandwich
The "race to the bottom" is a game you cannot win. There will always be a petrol station or a supermarket chain that can sell a sandwich cheaper than you. If you are an independent café or deli, trying to compete on price is a death spiral for your margins. Novak's Bakery argues that the only viable strategy is to compete on quality, and the easiest way to signal that quality is through...
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