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Portfolio: Casaba Outlet
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 Portfolio: Casaba Outlet
Company History
From Corel to Chronos and almost everywhere in between, Casaba Outlet has become ubiquitous across the UEE. The concept behind the store is far from new. It sells designer-style fashion at affordable prices, yet Casaba succeeded where many had failed thanks mainly to the business savvy and entrepreneurial drive embodied by the company’s founding partners, siblings Jean and Joel Polanco.

Freelancer Free Spirits
Jean Polanco claims to have been born in a jump point. At least that’s the excuse she gave to justify her restless spirit. Still, her claim can’t be disproven. Jean’s birth certificate states she was born in an unspecified part of space in 2811, as her parents traveled from Ferron to Idris in search of work. For the next five years, Jean’s childhood home was her family’s Freelancer, as her parents crisscrossed the universe as independent cargo haulers.

Joel was born in 2816 while the family was in the Goss System. Their mother, Tierney, insisted on Joel’s birth happening there, as she believed the cosmic properties of the system’s binary star would bless him in life. Joel was described as a shy yet curious child, who constantly questioned why the family was always on the move. So Tierney told him they were searching for a magical city called Casaba: a place of peace and tranquility that was filled with wonders for all.

The family continued to live out of their Freelancer, barely subsisting on odd jobs just long enough to get them to the next system. The extensive traveling excited Jean, who became fascinated with the subtle cultural differences between planets. While the rest of the family visited historical sites or natural wonders, Jean spent her days in dingy alleys, exploring bazaars and garment districts.

One day, Joel joined his sister as she wandered through a New Junction market. A vendor noticed Jean’s bracelet and offered her three times what she paid for it. At first she refused — she had picked up the bracelet a few systems prior in Nyx and loved the way the crystal caught the light — but Joel convinced her to sell it for the sake of the family. This transaction made her realize that subtle cultural differences could also be valuable. A cheap trinket from Delamar was a statement piece in Lo, so Jean started buying the most beautiful, exotic or distinct items she could find on one planet with Joel helping her resell it on the next.

Family Affair
For years, the Polanco family traversed the ’verse, and thanks to the extra income from what Jean bought and sold on their journey, they were no longer living hand to mouth … until their father, Atlee, contracted Lezcano Syndrome, a rare disorder that ravaged his nervous system and had no known cure. Tierney insisted the family return to Goss so the power of the system’s binary stars would help him heal. They moved into a dilapidated shack near Lyre, where Tierney spent her day caring for her husband and searching the planet’s diverse ecosystem for a natural cure.

Knowing no other way to support their family, Jean and Joel, now in their twenties, set out in the family’s ship. They visited both core and frontier systems to acquire a vast and diverse array of items, only to learn their old business model would not generate enough income to support them and their parents. So Joel suggested some changes.

Instead of Jean hand-selecting single items from markets while Joel sold the stock from the back of the ship, the two would deal directly with small- to medium-sized softline manufactures to buy remnant stock in bulk. Rather than just having the one unique item, they would now have dozens available if something proved popular. Aided by Jean’s keen eye in selecting the best outdated stock from each manufacturer, their Freelancer soon became known in various landing zones for selling stylish yet affordable clothes. When lines began to form before they could even open the back hatch, Joel knew they were on to something.

During this period, Jean and Joel frequently returned to Lyre to visit their parents. Though Atlee’s health had improved, he still wasn’t himself. Jean believed Atlee, who had spent his life working, just needed to keep busy, so Joel proposed opening a small store for their parents to manage.

In 2843, the very first Casaba opened its doors in Lyre. Joel called it Casaba after the imaginary city Tierney made up for him as a kid, hoping this would be the magical place his family had always dreamed of finding. It wasn’t long before profits soared and they struggled to keep the store’s shelves stocked. Though Jean was content handling all the shopping and shipping herself, Joel envisioned bigger things for Casaba.

Expanding Ambition
First, Joel hired haulers to expedite the shipping of items to their store. Jean’s vast knowledge of shipping lanes proved vital as she charted very specific routes that cycled through systems and linked up at designated landing zones. At these points, stock from core worlds would be offloaded to ships traveling to the store. These interlocking routes cut shipping costs, and allowed their Lyre location to undercut the prices of similar stores. The optimized supply chain worked so well, within months Casaba expanded to a larger location.

Following this success, Joel began leasing cheap storefronts near the landing zones where their hauler’s routes intersected. This introduced Casaba to a wider audience, and further increased profits. Yet, it also brought new found pressures.

Additional stores meant Jean had less time to personally travel to find unique stock and manufacturers. To make up the difference and to further increase their appeal, Joel began to cut deals with mega-clothing manufacturers helping to keep shelves stocked. Jean always believed the appeal of Casaba was that it highlighted brands that were primarily only known in their home system. But, as Joel often reminded her, for Casaba to become a universal brand, it would have to deal with universally known companies or be run out of town.

For nearly two decades, Casaba continued to expand by adding new locations and brands to their shelves. Eventually larger companies took notice. In 2867, the Jayco Group made a bid to buy Casaba and incorporate it into their conglomerate. The offer was appealing, but would have folded their infrastructure and locations into another brand, effectively killing the Casaba name. After much deliberation, Jean and Joel rejected the offer, but now knew the competition considered them a threat.

Feeling emboldened, Casaba bought the floundering Gasper’s Garments chain store, giving them prime retail space in core systems. Supposedly, Jean opposed the acquisition, as the job of filling the additional shelves fell on her. Pushed by Joel, Jean cut deals with companies she disliked or didn’t trust to consistently deliver quality clothing. The stress drove a wedge between the two and eventually led to her leaving the company.

With little fanfare, in 2875 Jean stepped down from her position to spend her time traveling to the few parts of the universe she had yet to see. Though their professional relationship crumbled, Jean and Joel reportedly remained close, with Jean even continuing to provide helpful advice.

Market Saturation
Joel’s careful stewardship of the company and its brand turned Casaba into a store where everyday Citizens and civilian could buy stylish clothes at an affordable price. Eventually, the Jayco Group approached Joel with another offer. This one combined their supply chains while rebranding all of Jayco’s clothing stores under the Casaba banner after extensive market research proved it to be the better brand.

Following lengthy negotiations, Joel finally agreed to the terms after Jayco agreed to allow him to stay on. In 2883, the store officially rebranded itself as Casaba Outlet. The merger put a store in nearly every UEE system, a staggering achievement for a company that started out of a small storefront on Lyre. With its success, Joel would eventually rise to the position of CEO once again.

Today, Casaba Outlet remains nothing short of an inspiring success story taught in business schools around the UEE. It provides proof that it only takes a keen eye, a Freelancer and a bit of business savvy to build an incredible empire. While it might not be the city Tierney created in her stories, Casaba ended up becoming something even more magical for the Polanco family.

 Portfolio: Casaba Outlet
Firmengeschichte
Von Corel bis Chronos und fast überall dazwischen ist Casaba Outlet in der gesamten UEE allgegenwärtig geworden. Das Konzept hinter dem Laden ist alles andere als neu. Casaba verkauft Mode im Designer-Stil zu erschwinglichen Preisen, doch Casaba war dort erfolgreich, wo viele gescheitert waren, vor allem dank des unternehmerischen Geschicks und der unternehmerischen Initiative der Gründungspartner des Unternehmens, der Geschwister Jean und Joel Polanco.

Freiberufler Freie Geister
Jean Polanco behauptet, in einem Sprungpunkt geboren worden zu sein. Zumindest ist das die Ausrede, die sie gab, um ihren unruhigen Geist zu rechtfertigen. Dennoch kann ihre Behauptung nicht widerlegt werden. Jean's Geburtsurkunde besagt, dass sie 2811 in einem unbestimmten Teil des Weltraums geboren wurde, als ihre Eltern auf der Suche nach Arbeit von Ferron nach Idris reisten. In den nächsten fünf Jahren war Jean's Elternhaus der Freelancer ihrer Familie, da ihre Eltern als unabhängige Frachtschiffe durch das Universum streiften.

Joel wurde 2816 geboren, während die Familie im Goss-System war. Ihre Mutter Tierney bestand darauf, dass Joels Geburt dort stattfand, da sie glaubte, dass die kosmischen Eigenschaften des Doppelsterns des Systems ihn im Leben segnen würden. Joel wurde als schüchternes, aber neugieriges Kind beschrieben, das sich ständig fragte, warum die Familie immer in Bewegung war. So sagte Tierney ihm, dass sie nach einer magischen Stadt namens Casaba suchten: einem Ort des Friedens und der Ruhe, der von Wundern für alle erfüllt war.

Die Familie lebte weiterhin von ihrem Freelancer und bestand kaum von Gelegenheitsjobs, nur lange genug, um sie zum nächsten System zu bringen. Die ausgedehnten Reisen erregten Jean, der sich von den subtilen kulturellen Unterschieden zwischen den Planeten faszinieren ließ. Während der Rest der Familie historische Stätten oder Naturwunder besuchte, verbrachte Jean ihre Tage in schmutzigen Gassen und erkundete Basare und Kleidungsviertel.

Eines Tages schloss sich Joel seiner Schwester an, als sie durch einen New Junction-Markt wanderte. Ein Verkäufer bemerkte Jean's Armband und bot ihr dreimal so viel an, wie sie dafür bezahlt hatte. Zuerst weigerte sie sich - sie hatte das Armband ein paar Mal zuvor in Nyx aufgehoben und liebte die Art und Weise, wie der Kristall das Licht einfangen konnte - aber Joel überzeugte sie, es im Interesse der Familie zu verkaufen. Diese Transaktion machte ihr klar, dass auch subtile kulturelle Unterschiede wertvoll sein können. Ein billiges Schmuckstück aus Delamar war ein Statement-Stück in Lo, also fing Jean an, die schönsten, exotischsten oder ausgefallensten Gegenstände zu kaufen, die sie auf einem Planeten finden konnte, während Joel ihr half, es auf dem nächsten weiterzuverkaufen.

Familienangelegenheit
Jahrelang durchquerte die Familie Polanco den Vers, und dank der zusätzlichen Einnahmen aus dem, was Jean auf ihrer Reise kaufte und verkaufte, lebten sie nicht mehr von Hand zu Mund.... bis ihr Vater Atlee das Lezcano-Syndrom erkrankte, eine seltene Krankheit, die sein Nervensystem verwüstete und keine bekannte Heilung hatte. Tierney bestand darauf, dass die Familie zu Goss zurückkehrt, damit die Macht der Doppelsterne des Systems ihm helfen würde, zu heilen. Sie zogen in eine heruntergekommene Hütte in der Nähe von Lyre, wo Tierney ihren Tag damit verbrachte, sich um ihren Mann zu kümmern und das vielfältige Ökosystem des Planeten nach einer natürlichen Heilung zu suchen.

Da sie keine andere Möglichkeit kannten, ihre Familie zu unterstützen, machten sich Jean und Joel, jetzt in den Zwanzigern, auf den Weg zum Schiff der Familie. Sie besuchten sowohl Kern- als auch Grenzsysteme, um eine große und vielfältige Palette von Gegenständen zu erwerben, nur um zu erfahren, dass ihr altes Geschäftsmodell nicht genügend Einkommen generieren würde, um sie und ihre Eltern zu unterstützen. Also schlug Joel einige Änderungen vor.

Anstatt dass Jean einzelne Artikel von den Märkten auswählte, während Joel die Aktien von der Rückseite des Schiffes verkaufte, würden die beiden direkt mit kleinen bis mittelgroßen Softline-Herstellern verhandeln, um Restposten in großen Mengen zu kaufen. Anstatt nur ein einziges Unikat zu haben, hätten sie jetzt Dutzende von Exemplaren zur Verfügung, wenn sich etwas als beliebt herausstellte. Unterstützt von Jean's wachem Auge bei der Auswahl der besten veralteten Bestände der einzelnen Hersteller, wurden ihre Freelancer bald in verschiedenen Landezonen bekannt, um stylische und dennoch erschwingliche Kleidung zu verkaufen. Als sich Linien zu bilden begannen, bevor sie überhaupt die Hinterluke öffnen konnten, wusste Joel, dass sie an etwas dran waren.

Während dieser Zeit kehrten Jean und Joel häufig nach Lyre zurück, um ihre Eltern zu besuchen. Obwohl sich Atlees Gesundheitszustand verbessert hatte, war er immer noch nicht er selbst. Jean glaubte, dass Atlee, der sein Leben lang gearbeitet hatte, nur beschäftigt bleiben musste, also schlug Joel vor, einen kleinen Laden zu eröffnen, den ihre Eltern leiten sollten.

Im Jahr 2843 öffnete das allererste Casaba seine Türen in Lyre. Joel nannte es Casaba, nachdem die imaginäre Stadt Tierney ihn als Kind entschädigt hatte, in der Hoffnung, dass dies der magische Ort sein würde, den seine Familie schon immer gesucht hatte. Es dauerte nicht lange, bis die Gewinne in die Höhe schnellen und sie kämpften, um die Regale des Ladens auf Lager zu halten. Obwohl Jean damit zufrieden war, den ganzen Einkauf und den Versand selbst zu erledigen, dachte Joel an größere Dinge für Casaba.

Erweiterter Ehrgeiz
Zuerst stellte Joel Schlepper ein, um den Versand von Artikeln in ihr Geschäft zu beschleunigen. Jean's umfassende Kenntnisse der Schifffahrtsrouten erwiesen sich als unerlässlich, da sie sehr spezifische Routen entwarf, die durch Systeme fuhren und an ausgewiesenen Landezonen miteinander verbunden waren. An diesen Stellen werden Bestände aus Kernwelten auf Schiffe umgeladen, die zum Lager fahren. Diese ineinander greifenden Routen senken die Versandkosten und ermöglichen es dem Standort Lyre, die Preise ähnlicher Geschäfte zu unterbieten. Die optimierte Lieferkette funktionierte so gut, dass Casaba innerhalb weniger Monate zu einem größeren Standort expandierte.

Nach diesem Erfolg begann Joel, billige Ladenfronten in der Nähe der Landezonen, wo sich die Routen ihres Schleppers kreuzen, zu mieten. Dadurch wurde Casaba einem breiteren Publikum vorgestellt und die Gewinne weiter gesteigert. Aber es brachte auch neuen Druck.

Zusätzliche Geschäfte bedeuteten, dass Jean weniger Zeit hatte, persönlich zu reisen, um einzigartige Bestände und Hersteller zu finden. Um den Unterschied auszugleichen und ihre Attraktivität weiter zu erhöhen, begann Joel, Geschäfte mit Herstellern von Mega-Bekleidung abzuschließen, die helfen, die Regale auf Lager zu halten. Jean glaubte immer, dass der Reiz von Casaba darin bestand, dass es Marken hervorhob, die in erster Linie nur in ihrem Heimsystem bekannt waren. Aber, wie Joel sie oft erinnerte, damit Casaba eine universelle Marke wird, müsste sie sich mit allgemein bekannten Unternehmen befassen oder aus der Stadt vertrieben werden.

Fast zwei Jahrzehnte lang expandierte Casaba weiter und nahm neue Standorte und Marken in die Regale auf. Schließlich wurden größere Unternehmen aufmerksam. Im Jahr 2867 unterbreitet die Jayco-Gruppe ein Angebot zum Kauf von Casaba und zur Eingliederung in ihr Konglomerat. Das Angebot war attraktiv, hätte aber ihre Infrastruktur und Standorte in eine andere Marke gefaltet und damit den Namen Casaba effektiv zerstört. Nach reiflicher Überlegung lehnten Jean und Joel das Angebot ab, wussten aber nun, dass die Konkurrenz sie für eine Bedrohung hielt.

Casaba fühlte sich ermutigt und kaufte den umständlichen Gasper's Garments-Kettenladen, der ihnen erstklassige Einzelhandelsflächen in Kernsystemen bot. Angeblich widersetzte sich Jean der Übernahme, da die Aufgabe, die zusätzlichen Regale zu füllen, auf sie fiel. Jean Cut, von Joel gedrängt, beschäftigt sich mit Unternehmen, die sie nicht mochte oder denen sie nicht vertraute, dass sie konsequent hochwertige Kleidung liefern. Der Stress trieb einen Keil zwischen die beiden und führte schließlich dazu, dass sie das Unternehmen verließ.

Mit wenig Fanfare trat Jean 2875 von ihrer Position zurück, um ihre Zeit damit zu verbringen, in die wenigen Teile des Universums zu reisen, die sie noch nicht gesehen hatte. Obwohl ihre beruflichen Beziehungen zerfielen, blieben Jean und Joel Berichten zufolge eng zusammen, wobei Jean sogar weiterhin hilfreiche Ratschläge erteilte.

Marktsättigung
Joels sorgfältige Verwaltung des Unternehmens und seiner Marke machte Casaba zu einem Geschäft, in dem Bürger und Zivilisten alltäglich stylische Kleidung zu einem erschwinglichen Preis kaufen konnten. Schließlich wandte sich die Jayco-Gruppe mit einem weiteren Angebot an Joel. Diese kombinierte ihre Lieferketten und führte alle Bekleidungsgeschäfte von Jayco unter dem Namen Casaba ein, nachdem umfangreiche Marktforschungen ergeben hatten, dass sie die bessere Marke war.

Nach langen Verhandlungen stimmte Joel schließlich den Bedingungen zu, nachdem Jayco zugestimmt hatte, dass er bleiben konnte. Im Jahr 2883 firmierte das Geschäft offiziell als Casaba Outlet. Die Fusion brachte ein Geschäft in fast jedes UEE-System, eine erstaunliche Leistung für ein Unternehmen, das aus einem kleinen Laden auf Lyre heraus begann. Mit seinem Erfolg würde Joel schließlich wieder zum CEO aufsteigen.

Heute bleibt Casaba Outlet nichts anderes als eine inspirierende Erfolgsgeschichte, die an Business Schools rund um die UEE gelehrt wird. Es beweist, dass es nur ein scharfes Auge, einen Freelancer und ein wenig Geschäftssinn braucht, um ein unglaubliches Imperium aufzubauen. Obwohl es vielleicht nicht die Stadt Tierney ist, die in ihren Geschichten geschaffen wurde, wurde Casaba für die Familie Polanco zu etwas noch Magischerem.

 Portfolio: Casaba Outlet
Company History
From Corel to Chronos and almost everywhere in between, Casaba Outlet has become ubiquitous across the UEE. The concept behind the store is far from new. It sells designer-style fashion at affordable prices, yet Casaba succeeded where many had failed thanks mainly to the business savvy and entrepreneurial drive embodied by the company’s founding partners, siblings Jean and Joel Polanco.

Freelancer Free Spirits
Jean Polanco claims to have been born in a jump point. At least that’s the excuse she gave to justify her restless spirit. Still, her claim can’t be disproven. Jean’s birth certificate states she was born in an unspecified part of space in 2811, as her parents traveled from Ferron to Idris in search of work. For the next five years, Jean’s childhood home was her family’s Freelancer, as her parents crisscrossed the universe as independent cargo haulers.

Joel was born in 2816 while the family was in the Goss System. Their mother, Tierney, insisted on Joel’s birth happening there, as she believed the cosmic properties of the system’s binary star would bless him in life. Joel was described as a shy yet curious child, who constantly questioned why the family was always on the move. So Tierney told him they were searching for a magical city called Casaba: a place of peace and tranquility that was filled with wonders for all.

The family continued to live out of their Freelancer, barely subsisting on odd jobs just long enough to get them to the next system. The extensive traveling excited Jean, who became fascinated with the subtle cultural differences between planets. While the rest of the family visited historical sites or natural wonders, Jean spent her days in dingy alleys, exploring bazaars and garment districts.

One day, Joel joined his sister as she wandered through a New Junction market. A vendor noticed Jean’s bracelet and offered her three times what she paid for it. At first she refused — she had picked up the bracelet a few systems prior in Nyx and loved the way the crystal caught the light — but Joel convinced her to sell it for the sake of the family. This transaction made her realize that subtle cultural differences could also be valuable. A cheap trinket from Delamar was a statement piece in Lo, so Jean started buying the most beautiful, exotic or distinct items she could find on one planet with Joel helping her resell it on the next.

Family Affair
For years, the Polanco family traversed the ’verse, and thanks to the extra income from what Jean bought and sold on their journey, they were no longer living hand to mouth … until their father, Atlee, contracted Lezcano Syndrome, a rare disorder that ravaged his nervous system and had no known cure. Tierney insisted the family return to Goss so the power of the system’s binary stars would help him heal. They moved into a dilapidated shack near Lyre, where Tierney spent her day caring for her husband and searching the planet’s diverse ecosystem for a natural cure.

Knowing no other way to support their family, Jean and Joel, now in their twenties, set out in the family’s ship. They visited both core and frontier systems to acquire a vast and diverse array of items, only to learn their old business model would not generate enough income to support them and their parents. So Joel suggested some changes.

Instead of Jean hand-selecting single items from markets while Joel sold the stock from the back of the ship, the two would deal directly with small- to medium-sized softline manufactures to buy remnant stock in bulk. Rather than just having the one unique item, they would now have dozens available if something proved popular. Aided by Jean’s keen eye in selecting the best outdated stock from each manufacturer, their Freelancer soon became known in various landing zones for selling stylish yet affordable clothes. When lines began to form before they could even open the back hatch, Joel knew they were on to something.

During this period, Jean and Joel frequently returned to Lyre to visit their parents. Though Atlee’s health had improved, he still wasn’t himself. Jean believed Atlee, who had spent his life working, just needed to keep busy, so Joel proposed opening a small store for their parents to manage.

In 2843, the very first Casaba opened its doors in Lyre. Joel called it Casaba after the imaginary city Tierney made up for him as a kid, hoping this would be the magical place his family had always dreamed of finding. It wasn’t long before profits soared and they struggled to keep the store’s shelves stocked. Though Jean was content handling all the shopping and shipping herself, Joel envisioned bigger things for Casaba.

Expanding Ambition
First, Joel hired haulers to expedite the shipping of items to their store. Jean’s vast knowledge of shipping lanes proved vital as she charted very specific routes that cycled through systems and linked up at designated landing zones. At these points, stock from core worlds would be offloaded to ships traveling to the store. These interlocking routes cut shipping costs, and allowed their Lyre location to undercut the prices of similar stores. The optimized supply chain worked so well, within months Casaba expanded to a larger location.

Following this success, Joel began leasing cheap storefronts near the landing zones where their hauler’s routes intersected. This introduced Casaba to a wider audience, and further increased profits. Yet, it also brought new found pressures.

Additional stores meant Jean had less time to personally travel to find unique stock and manufacturers. To make up the difference and to further increase their appeal, Joel began to cut deals with mega-clothing manufacturers helping to keep shelves stocked. Jean always believed the appeal of Casaba was that it highlighted brands that were primarily only known in their home system. But, as Joel often reminded her, for Casaba to become a universal brand, it would have to deal with universally known companies or be run out of town.

For nearly two decades, Casaba continued to expand by adding new locations and brands to their shelves. Eventually larger companies took notice. In 2867, the Jayco Group made a bid to buy Casaba and incorporate it into their conglomerate. The offer was appealing, but would have folded their infrastructure and locations into another brand, effectively killing the Casaba name. After much deliberation, Jean and Joel rejected the offer, but now knew the competition considered them a threat.

Feeling emboldened, Casaba bought the floundering Gasper’s Garments chain store, giving them prime retail space in core systems. Supposedly, Jean opposed the acquisition, as the job of filling the additional shelves fell on her. Pushed by Joel, Jean cut deals with companies she disliked or didn’t trust to consistently deliver quality clothing. The stress drove a wedge between the two and eventually led to her leaving the company.

With little fanfare, in 2875 Jean stepped down from her position to spend her time traveling to the few parts of the universe she had yet to see. Though their professional relationship crumbled, Jean and Joel reportedly remained close, with Jean even continuing to provide helpful advice.

Market Saturation
Joel’s careful stewardship of the company and its brand turned Casaba into a store where everyday Citizens and civilian could buy stylish clothes at an affordable price. Eventually, the Jayco Group approached Joel with another offer. This one combined their supply chains while rebranding all of Jayco’s clothing stores under the Casaba banner after extensive market research proved it to be the better brand.

Following lengthy negotiations, Joel finally agreed to the terms after Jayco agreed to allow him to stay on. In 2883, the store officially rebranded itself as Casaba Outlet. The merger put a store in nearly every UEE system, a staggering achievement for a company that started out of a small storefront on Lyre. With its success, Joel would eventually rise to the position of CEO once again.

Today, Casaba Outlet remains nothing short of an inspiring success story taught in business schools around the UEE. It provides proof that it only takes a keen eye, a Freelancer and a bit of business savvy to build an incredible empire. While it might not be the city Tierney created in her stories, Casaba ended up becoming something even more magical for the Polanco family.

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  CIG ID  15433

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  Category  Undefined

 Series  Portfolio

  Comments  67

  Published   9 years ago (2016-07-25T00:00:00+00:00)

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