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Topic: Business
Number of pages / Number of words: 5 / 1127
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During this period, Giant’s output was never sold at the retail level by the company under a “Giant” brand, though the firm did become more involved in the design process for its clients’ bicycles and eventually evolved into an Original Design Manufacturer (ODM). In 1986, however, Giant Manufacturing Company formed Giant Europe to promote the “Giant” brand (which had been established in 1981 but was not considered viable after a failed joint-venture with Schwinn) and adjusted its business model to reflect its additional classification as an Own Brand Manufacturer (OBM)...


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During this period, Giant’s output was never sold at the retail level by the company under a “Giant” brand, though the firm did become more involved in the design process for its clients’ bicycles and eventually evolved into an Original Design Manufacturer (ODM). In 1986, however, Giant Manufacturing Company formed Giant Europe to promote the “Giant” brand (which had been established in 1981 but was not considered viable after a failed joint-venture with Schwinn) and adjusted its business model to reflect its additional classification as an Own Brand Manufacturer (OBM)...


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