Services Equal Opportunity

According to Menasha, by aligning marketing strategies of retailers with top CPG manufacturers, RII has effectively increased sales, improved profits, and reduced costs for its customers.

Service equals opportunity

Waite contends that it's not going to be easy for a business to endure by standing pat. "Everyone has to decide what's important to them strategically," he says. "I think you've got to explore, because if you just stay where you've always been...we wouldn't have survived 160 years if we did that." Adding services is one way to do that.