Relationships for survival: Changes in the media industry
2012 (English)In: ANZMAC 2012 Conference Proceedings, University of South Australia, 2012Conference paper (Refereed)
This qualitative study of 35 firms reports on how relationships are used in the printing industry to relive the "threat" from new media as a means for marketing and the printing industry as an industry. The results show that there are both internal and external effects of the relationships and vertical, as well as horizontal relationships are of great importance to create a sustainable situation for the printing industry. Furthermore, it is illustrated that due to the new paradigm of value creation, the printing industry and print as a medium of communi¬cation have gradually drifted further and further away from the actual customer.
Place, publisher, year, edition, pages
University of South Australia, 2012.
Media Engineering Business Administration
IdentifiersURN: urn:nbn:se:umu:diva-62284OAI: oai:DiVA.org:umu-62284DiVA: diva2:576988