Wal-Mart's naming of John Fleming to a new post as chief merchandising officer isn't the only recent manifestation of company's interest in going beyond price competition. Other developments include a new emphasis on organics, experiments in upscale specialty foods and edgier fashions. But, what is clear from the reaction of other retailers is that Wal-Mart still is the price king and that when Wal-Mart comes to town, the first thing retailers do is blink...and slice prices. Can Wal-Mart effectively move into the area of competing with strategies above and beyond price?

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