Don't be undersold!

• Main Authors: STEENKAMP, Jan-Benedict E.M., KUMAR, Nirmalya
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2009
• Subjects: Discount houses; Chain stores; Retail stores management; Business models; Marketing management; Brand name products; Market share; Partnering between organizations; Marketing channels; Germany; United States; Marketing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/5195; https://ink.library.smu.edu.sg/context/lkcsb_research/article/6194/viewcontent/DontbeUndersold_2009_HBR_afv.pdf
• Institution: Singapore Management University

"Aldi" is a word that strikes fear in the hearts of brand managers across Europe. A chain of low-budget retail stores with sales of $73.5 billion in 2008, Aldi invented what is commonly referred to as the hard-discount store, a format that is destroying between a quarter and a half trillio...