Building Relationships for Survival: Coping Media Industry Dynamics

Field Guide to Case Study Research in Business-to-business Marketing and Purchasing

ISBN: 978-1-78441-080-3

ISSN: 1069-0964

Publication date: 27 August 2014

Abstract

For several hundreds of years printing has been the only effective channel for spreading mass communication. During the 1900s several new media channels have been invented and, with the addition of the Internet, this has both changed the way media is consumed and has increased the competition between different channels. This qualitative case study of 37 firms reports on how relationships are used in the printing industry to relieve some of the impact of the competitive forces from new, and easily accessible, media as a means for marketing and, furthermore, on the impact on the printing industry as an industry. The results from the case study show that there are both internal and external effects of forming relationships and those vertical, as well as horizontal, relationships are of great importance to create a sustainable competitive situation for the printing industry. Relationships are used to increase both the strategic flexibility of the firm and the flexibility of the print media channel. Furthermore, the study illustrates that the printing industry, and print as a medium of communication, is drifting gradually away from the actual customer due to the new paradigm of value creation.

Keywords

Citation

Mejtoft, T. (2014), "Building Relationships for Survival: Coping Media Industry Dynamics", Field Guide to Case Study Research in Business-to-business Marketing and Purchasing (Advances in Business Marketing and Purchasing, Vol. 21), Emerald Group Publishing Limited, pp. 39-59. https://doi.org/10.1108/S1069-096420140000021000

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014 Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.