According to Learning from Experience: Jim Sinegal,the Cofounder,president,and CEO of Costco

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According to Learning from Experience: Jim Sinegal,the cofounder,president,and CEO of Costco Wholesale,says that one of his cardinal rules is that no branded item,such as a Xerox printer,can be marked up by more than 14 percent and no private-label item,such as Costco gasoline,by more than 15 percent.