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Blue Ocean Strategy by Chan Kim and Renée Mauborgne | Episode 4 |
The Audiobooks Podcast
The Importance of Understanding Second-Tier Non-Customers
Street furniture became the highest growth market in the overall display advertising industry. By signing contracts of eight to twenty-five years with municipalities, J.C. DeSalle gained long-term exclusive rights for displaying ads with street furniture. The operating margin of street furniture was as high as forty percent compared with 14 percent for billboards and eighteen percent for transport advertisements.
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