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He says the challenge is to bring down the cost of manufacturing it.
NPR: Canadian Dreams of Ethanol Distilled from Grass
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In a marketplace that has become exponentially competitive, in which there has been an erosion of key American values, and in which keeping up with the ongoing revolution in information technology is a mere cost of entry, building brands is, well, to put it mildly, a challenge.
FORBES: Thomas Friedman On What's Required To Rebuild A Once Strong Brand
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The firm, warning of the "considerable cost" involved in an ongoing legal challenge to European Union tobacco controls, said it had, with Philip Morris and Japan Tobacco, drawn up a set of cigarette marketing standards "in recognition of society's concerns".
BBC: Tequila graphic
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It became harder for small banks to challenge big banks, because regulations disproportionately increased small banks' cost - which is partly why there is lamentably inadequate competition in banking today (many would say).
BBC: If banks are treated as naughty kids...
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The challenge now is not to retract universal care: it is to moderate health care's cost and then pay that cost in the least economically damaging ways.
CNN: A GOP Contract with America for 2010