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In terms of public relations it is really difficult to encounter the criticism that accompanies ranking number 1 in any industry. Just look at the criticism that Wal-Mart or addidas vs. those of Target or Rebocc. Essentially it is vital to understand that besides the profits, there is a public relations dilemma accompanying the number 1 in any industry. Now, in most industries there are two situations: either there is no tremendous difference in terms of real profits between the top and the second position; or there is so much difference that a comparison is redundant. In the first scenario, it wouldn’t be a bad idea to try to avoid being number 1; in the second case it really doesn’t matter, because there is a lot of work to be done before your P.R. concerns will kick in. Either way, one should be aware of the consequences that will accompany a firm once it is financially doing well.

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