PRESENTING APPLEGATE SQUARE
Located on the southwest corner of
Northwestern Highway and Inkster Road
in Southfield, MI
FULL REAL ESTATE SERVICES
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Wall Street Journal
Household Income $100,000 +
Net Worth $1 million +
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HOW'S BUSINESS page 19
time. It's a vestige of the way
businesses used to look from days
With that as a backdrop, Mr.
Chudnow borrows the business
lessons he learned from his par-
ents, Mandel and Toby, to run his
modern business into the next
century. The biggest lesson: per-
sonal service for each customer.
That's what keeps Mr. Chud-
now's outlook optimistic as he
competes with the area's office
"The small business of today
has a struggle on its hands," he
said. "The value of a small busi-
ness is based on the service you
can offer. A superstore has prod-
ucts, but not the service."
Mr. Chudnow can equip an of-
fice from phones to computers to
"Again, business can be a
struggle," he continued. "There's
plenty of business out there if we
don't mind not covering our bot-
tom line. The superstores are giv-
ing it away, yet they don't have a
knowledgeable sales staff."
Mr. Chudnow also keeps ex-
penses down by purchasing close-
out and overstock merchandise.
He also has a variety of colors and
styles, instead of gray or black, to
Better Business Equipment
started in 1956 when Mandel
Chudnow opened his typewriter
business. It became a furniture
house in 1964. In 1984, the firm
started selling office furniture.
Two years later, computers were
added and then, in 1989, the
phone segment started.
The future of this business?
"It will probably be all elec-
tronics on line, no more show-
room," Mr. Chudnow said. "You
won't be able to see what you are
buying in advance. It will come
from a warehouse. Having 1,000
chairs and 500 desks in the store
like we do now will be a thing of
the past. 0
Is A First
Israel's Bank Hapo'alim has
signed a financing deal with the
Bank of China.
The agreement was signed to
finance China's purchase of $4.5
million worth of medical equip-
ment from Mennen Medical, an
Bank Hapoalim is the first Is-
raeli bank to sign an agreement
of this kind with China.
In South Korea
South Korean retail chain Shin-
segae has ordered $2.5 million in
Israeli-made goods for its "Israel
Week," which will be held at the
chain's six outlets in May.