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Like Morrisons, Debenhams is comparing itself against a very weak 2014.
Further down the page it also carries a "Why use our services" checklist, comparing itself to HMRC, and declares that it is a private company, not an official body.
Mr Kallasvuo does not mention names, but his drift is clear: rather than just comparing itself with rival handset-makers such as Motorola or Samsung, Nokia now considers its competitors to be Apple, Sony, Canon and other consumer-electronics firms.
"Should Sainsbury's be comparing itself with the two weakest performers in the market?" he asked Morrisons has been forced to accept a 50% cut in its profits in order to slash prices on more than 1,200 items after it began losing sales to discount stores.
Some parents even balked at the group of schools that Packer, which charged $31,555 tuition this year, was comparing itself to in survey materials — mostly elite Manhattan schools, rather than the smaller group of their Brooklyn peers, which includes Saint Ann's, Brooklyn Friends and Berkeley Carroll.
In one instance, he evokes the biblical tale of the infant Moses and the pharaoh's daughter to describe his own cultural adoption by the guardians of the "alien palace" that was the British Empire, but then quickly retreats, calling this allusion the "sheer effrontery" of "the glowworm comparing itself to the full moon".
Similar(49)
But how can Rovio compare itself to book publishers?
The European Union likes to compare itself to the United States.
The London restaurant sector does not compare itself to the rest of the country.
Mr. Bezos said Amazon does not compare itself to Apple when designing the devices.
IT IS an industry that likes to compare itself to Hollywood.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com