Sam's Club has built its very substantial business by catering to the needs of many much smaller businesses. Costco has built its reputation by satisfying the desires, both mundane and extravagant, of individual consumers. But Sam's has sought for some time to be seen as more individual-friendly without turning its back on its core small business customers. Has Sam's broken through the image that it is a small business store and not "right' for individual consumers?

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