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Everyone is having to face different competitors from around the world. So from all of this the people need to be "on the ball" and need to come up with new ideas and innovation to out-do the other competitors. This is what Absolut is trying to do, they are wanting to still keep the same look and standardization of the product but just with new fresh ideas or little improvements. They do this because they are an international company which means they both attempt to standardize their operations worldwide and have multi-country affiliates which has to base their ideas from the market differences...
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