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This could result in a situation much like auto companies saw, such as customers coming to expect rebates. There are ways around this however. For example, GM changed the game by offering a discount “GM Card”. The card replaced previous incentives, and GM saved money in the long run. Other companies copied the idea and also made money without stealing customers from GM. GM turned a losing situation for everyone into a winning situation for everyone without hurting anyone in the process. Win-Win moves have major advantages such as potential for finding new opportunities, less resistance from competitors, and turning imitation into a good thing...
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