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Target Cheap Chic Case Study

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Target Cheap Chic Case Study
As a very large retail company, Target has grave concerns with consumers using their stores as a way to look at merchandise prior to purchasing these same merchandise from online vendors (Kinicki & Williams, 2013). They have asked their vendors to make products exclusively for Target to eliminate the price comparisons (Kinicki & Williams, 2013). Executives from Target came up with a strategy called Cheap Chic (Kalyanam & Tsay, 2013).
“The Cheap Chic strategy relies not just on the design of products, but also on a shopping environment and brand image consistent with such product designs, such as wider and cleaner aisles, and well laid out shelves” (Kalyanam & Tsay, 2013, p. 21).
Target is using the ethical behavior in the utilitarian
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