Competitive and Flexible Company Structures using Vertical Integration and Cooperation: Empirical studies of the Commercial Printing Industry
2009 (English)In: 23rd ANZAM Conference 2009: Sustainability Management and Marketing, 2009Conference paper (Refereed)
This paper investigates how company structures, with respect to vertical integration and cooperation, affect the competitive advantages and resource flexibility within the fragmented and highly competitive Swedish printing industry. The results are based on five qualitative case studies and one quantitative survey study. The results demonstrate that vertical integration is widely used and is important to get competitive advantages within the industry. The main reasons are customers call for a full service provider and the need for integrating adjacent activities in the value chain to ensure fast deliveries and steady and appropriate input to production units. However, the findings suggest that due to heavy costs, cooperation is used to increase firms’ resource flexibility to control necessary resources.
Place, publisher, year, edition, pages
Media and Communication Technology
IdentifiersURN: urn:nbn:se:umu:diva-49286OAI: oai:DiVA.org:umu-49286DiVA: diva2:454188
23rd ANZAM Conference 2009, Melbourne, Australia, 2-4 December 2009