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Les grandes firmes cherchent à fidéliser les consommateurs en différenciant leurs produits afin que la concurrence ne se fasse pas par les prix. Cette différenciation peut être intrinsèque (par sa couleur, son design, son efficacité) ou extrinsèque (la façon de le vendre, le service après-vente, l'emballage, la publicité, l'image de marque). C'est donc bien par le libre échange que les firmes (et non plus les États) se spécialisent.

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