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For the 2008 Back to School season, OfficeMax planned to focus on a new audience, shifting its emphasis away from children and “tweens” to women in the workplace. These women, who are also moms, carry ...

OfficeMax Inc., the third largest chain in the office supplies superstore category, faced the difficult task of differentiating itself from larger rivals Staples, Inc., and Office Depot, Inc. In late ...