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* Analyze the factors (features, attributes, pricing) that placed the Sapphire brand in a class of its own? Define the product style and compare and contrast the Sapphire style with the other brands. * What were the industry dynamics during the brand introductory phase that made this product attractive? * Since the first introduction of the Sapphire Preferred in 2009, discuss product/service extension and the underlying expansion of target segments. * Discuss the consumer adoption and diffusion process, focusing on the early adopteagnrs and the early majority.

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