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Sep 30, 1997

Family Affair

The search for stakeholders

It's no secret that many companies are eyeing members of their affinity groups - that dream audience of customers, dealers, franchisees, suppliers, and employees already sold on the corporate story - as attractive potential shareholders. However, selling stock to affinity groups has always been a ticklish business. Only companies with their own direct-purchase plans - specially-designed programs for selling a company's stock directly to new and existing investors - are able to make overtures

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