RETAILING: An American in Rio

Last week devout Brazilian toymakers thanked their patron saint and a U. S. businessman as they delivered 250,000 toys to Lojas Americanas, Brazil's best-known variety chain. It was the biggest order they had ever received from jolly, pink-faced Jim Marshall. Born in the Scranton coal belt, Jim Marshall is no Yankee fireball. Eschewing the impatient, hardheaded methods of most "dollar diplomats," he has for twelve years been just as friendly, almost as easygoing, as his customers. Result: he is the No. 1 storekeeper for Brazil's masses.

Jim got his first whiff of...

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