Dear reader,

We are pleased that you are working with the new edition and have now found your way from the book to the additional material provided for chapter 5.

At selected points in the text, the ✚ symbol and a short title refer to the relevant additional material.

Here you will find the list of contributions to Chapter 5 :

• 5-1: Predetermined breaking points in durable consumer goods - results of an empirical study

• 5-2: Home24's cheeky attack on Ikea

• 5-3/9-3: The discounter Lidl is increasingly focussing on quality

• 5-4: Mass market strategy - products for everyone

• 5-5/9-5: Subway - Multinational market development through franchising