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Focusing on What Works

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The Problem In our December 2009/January 2010 issue, we wrote about Dogswell , a maker of dog treats that got off to a strong start after its launch in 2003. But founder Marco Giannini overreached when he branched out to the pet-food market. The 2008 rollout of two new dog-food lines ran up a tab of nearly $1 million, four times the original budget.

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