Hedging your bets on the next big thing

Kay, Martin
October 2004
Cabinet Maker;10/1/2004, Issue 5408, p8
Trade Publication
The article presents the views of Martin Kay, MD of Scan Thor on the behavior of furnishings buyers and the counterbalancing measures thereof. He believes that Great Britain is by and large a price-driven market, and no matter how consistently and quickly a supplier delivers or how stable is the quality, the temptation will always exist for buyers to buy cheaper, and from untried sources. So, to counterbalance this phenomenon, suppliers should bank upon the idea of placing lead seasonal promotion with an untried source. Since it's risky, it should be introduced on a trial basis to see how it performs.


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