Some time ago, I bought a wonderful dress by Derhy in St. Petersburg, Russia. At the same time, my friend returned from Mumbai, where she had bought a dress designed by the famous Indian brand Label Ritu Kumar. Surprisingly these two dresses were absolutely identical! The only difference was the label 🙂

Thanks to Thomas L. Friedman we all know that the world is flat. Even though we can see that everything is not as simple as Coca Cola. Who is the actual designer of the dress? Are there some ghost fashion desighners and factories selling their product for famous brands?

Actualog helps to define the single version of truth about the product, identify products and define their analogues. The dress example shows that the brand sometimes does not matter, and different brand products are actually the same. This idea has significant importance for global procurement, when product characteristics are important and alternatives have to be found.


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