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April 2002
Barefoot Puts Their Right Foot Forward
by M.L. Hilton
To maintain a competitive advantage in the aggressive market segment of premium and sub-premium wines, firms can not only use cost to gain an edge over rivals, but also differentiation plays a key role in the quest for consumers. That differentiation becomes especially important when economies of scale aren't equally available and a firm's focus is intensified on revenue-producing techniques. Barefoot Wine, based in Santa Rosa, California, steps right into the middle of this range with a combina...
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