"Small brands are stealing share from big brands" (parte II)

Parte I.

"WHY DAVID IS WINNING [Moi ici: Curiosa este recurso à metáfora de David e Golias. Quem estará a fazer o papel de Saúl?]
.
For the past five decades or more, multinational FMCG companies strengthened their brands, expanded their portfolios, steadily increased share and revenues, and created strong shareholder value. It was an era of big media, big retailers, and big brands. [Moi ici: E depois ...] But about five years ago, smaller companies and brands began to take share from their much larger rivals for the first time.
...

...
[Moi ici: Segue-se algo com o que não concordamos] Consumer Demand.
The belief that consumers’ preferences have shifted is understandable but misplaced. On the basis of our research in this area and our work over the past five years with global FMCG companies competing against smaller rivals in more than 20 categories, we have concluded that the fundamental drivers of consumer demand have remained consistent over time. [Moi ici: Continuem a laborar nesse erro para que as PME possam continuar a aproveitar]"