Concurrent sourcing as a competitive advantage: a case study of the graphic arts industry
2013 (English)In: ANZMAC 2013 Conference Proceedings, Auckland: The University of Auckland Business School , 2013Conference paper (Refereed)
This paper reports on a case study showing how the printing industry, by arranging their organizations, cope with the competition from new media and enable a high value proposition to their customers in terms of database driven print. The study is based on interviews with 24 firms in the graphic arts industry and a survey of 136 firms. The results show that even though the use of print in general is declining, print in campaigns is sometimes regarded as exclusive due to general noise in digital channels. The firms in the printing industry have engaged in partial vertical integration to get closer customer contact and, thus, increase the amount of customized print for marketing purposes.
Place, publisher, year, edition, pages
Auckland: The University of Auckland Business School , 2013.
concurrent sourcing, case study, relationship marketing, graphic arts industry
Business Administration Media Engineering
IdentifiersURN: urn:nbn:se:umu:diva-85853OAI: oai:DiVA.org:umu-85853DiVA: diva2:695659
ANZMAC 2013, 1-4 December