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  American society is shifting from a mass culture in which many consumers share the same preferences to a diverse culture in which consumers have almost an infinite number of choices.

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  Diversification is a risk management strategy that aims to reduce investment risk by spreading out investments in a variety of assets (or asset classes, e.g. shares, bonds, commodities, real properties etc.). People often think investment diversifica

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  Summary of Jill’s Table Case and Current Situation: Zolf, J. (2013). Jill’s Table: Digitizing a retail legacy. Richard Ivey School of Business Foundation, 1-13.

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