OnInnovation: Visionaries thinking out loud. A video oral history project advancing a culture of innovation powered by The Henry Ford.

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Alfred Taubman is the real estate developer who specialized in shopping malls. When deciding where to place the malls, he focused on communities of a quarter million people or more. Areas that are already commercialized will have competition but if the mall has strong anchor stores like Niemen Marcus and a wide diversity of merchants than it will prosper.

Small non-commercial residential communities are much harder to make a profit from. People are slow to change their way of life to go to new places. There are reasons that area has not been commercialized, and the temptation to monopolize the area will bankrupt your business while it is waiting on the townspeople to warm up to your shopping center.

When picking diverse merchants to set up stands within the mall, which merchants would you recommend?

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