Growth is always present somewhere. But as customers needs and demands changes, areas of growth changes. Growth is a part of the life cycle, and as companies reaches the peak they need to more creative in order to not go down the slide of decline, in order to stay alive. As late Mc Donald owner Ray Kroc put it: "When you´re green you´re growing. When you´re ripe, you start to rot".
In order to stay in the sweet spot, retailers need to be flexible and follow the growth wherever it shows itself.o
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