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Article: Navigating global waters.(West Marine Inc)
- Article from:
- Target Marketing
- Article date:
- February 1, 1999
- Author:
CopyrightCOPYRIGHT 1999 North American Publishing Company. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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WEST MARINE SPREADS ITS RISK BY EXPANDING ITS GLOBAL REACH
You're sailing in the Pacific when you lose your anchor. What do you do? Pull out your laptop and e-mail an order for a new anchor from the West Marine catalog, requesting the product be delivered to the marina in Fiji in 10 days time. Sound like a logistical nightmare? Not for West Marine, a boating equipment cataloger based in Watsonville, CA. In fact, this scenario is not entirely unusual, according to Chris Flannery, director of international marketing for West Marine's catalog division. And while the cataloger is able to accommodate most of these requests, flit misses the customer in one port it will ...