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#64 Coco Chanel: Her Life and Secrets)
Founders
Strategic Business Maneuvering
The key insight is that in the midst of a legal battle over trademark rights to a perfume, the business owner strategically outmaneuvered her competitors by creating new perfumes under the same name and leveraging her extensive network of contacts in major cities. By threatening to flood the market with these new products, she effectively pressured her competitors to renegotiate. This strategic move not only showcased her business savvy but also highlighted the vulnerability of her competitors due to their lack of trademark rights to all products, leading to a successful outcome for her in the end.
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