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The catalog war with Montgomery Ward was now at an end. By 1900 Sears had generated sales of $10,000,000. (Liggett, 1997)
The early history of Sears is fraught with mixed emotions. By 1995 Alvah Roebuck leaves the company and is replaced by Julius Rosenwald who has now become Richards's new financial partner. At this point the central location for Sears became Chicago, a more central location and a better way to compete with Montgomery Ward. Rosenwald began leading Sears in a new direction; a way that began with not "what do we have to sell" but "what do the customers want." (Liggett, 1997) This new way of thinking contrasted with Richards mentality of "free wheeling huckster ways" (Liggett, 2007) and lead to "Satisfaction guaranteed or your money back" a slogan that Sears would stand by for many years...
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