Case study:
Costco got its start back in the 1950s, went through several transformations, and eventually took its current shape in 1993 under the leadership of James Sinegal. Sinegal developed the idea that superior customer service could be a distinctive competitive advantage in the discount-retailing industry. Accordingly, he set Costco on a course toward mass-market, low-price, warehouse retailing (like Walmart) but with superior customer service (like Nordstrom). Today Costco is the largest wholesale club operator in the United States, with 600 members-only warehouse stores in 40 states. Costco also owns and operates warehouse clubs in Australia, Canada, Japan, Mexico, Puerto Rico,
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