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Shares of Burlington-based Demandware rose Friday after analysts at Oppenheimer set a $40 price objective, according to a stock ratings firm. The firm has an “outperform” rating on the stock. The analysts expressed confidence in the company’s “upward growth driven by faster share gains.” The report added that recent industry consolidation trends are expected to positively impact Demandware’s market positioning. Demandware provides software-as-a-service e-commerce solutions that enable companies to design, implement, and manage their own customized e-commerce sites.