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Searching for Dignity

Dignity is so deep in a mess largely of its own making that it will be a business-school case study for decades to come – how to wreck the perfect business model by remembering to be greedy but forgetting to be efficient.

And I barely exaggerate. The number-two provider of funerals in the UK with easy access to capital markets for expansion appeared to have it all – a market that could never disappear, where demand was assured and price elasticity was wonderfully stretchy.

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