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Marketing a business

The term counterculture basically refers to a situation whereby behavior and dominant values of the society are opposed or rejected. A step like this is very risky more so in entrepreneurship and therefore the cause such actions must justify the ultimate outcomes. Whereas the society can either welcome this positively or negatively, it is important to try and forecast the implications of the latter, which might be grave.

To beat any negative response, Urban Outfitters capitalized on small-scale stocking of unique products to ensure that their customers-whom they were very specific-experienced unique shopping (Senk, 2008). This is as opposed to big retailers such as Sears and Wal-Mart whose main focus is on large-scale production of very cheap or rather slightly low priced products. For instance, it is told that there is a concealed fact of how Wal-Mart has been relentlessly applying pressure to their suppliers to bring down their prices as a mean of surviving in the current competitive market place (Fishman, 2003).

In essence, it would be very difficult for Sears and Wal-Mart to fight the effects of counterculture image since they mainly use the strategy of large-scale stocking of products either to lower prices or to ramify their tentacles to

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reach wide range of consumers. Whereas such manner of operation is viable as per the economic principles, it would be very hard to invest in uniqueness in order to create counterculture image. Moreover, both Wal-Mart and Sears cannot stay in the market without applying traditional marketing styles such as advertising which is not emphasized in counterculture image.

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