CHAPTER 2 – MANAGING INDUSTRY COMPETITION
This change in consumer behavior has hurt smaller players, such as Estee Lauder and Revlon, which heavily depend on department stores instead. Finally, incumbents are increasingly fighting back through emphasizing the uniqueness of their products. For example, the new Body Creator skin gel of Shiseido, which claims to be able to melt 2.4 pounds of body fat a month without any need to diet or ... ................
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