Organized alliances in the printing industry
2008 (English)In: ADVANCES IN PRINTING AND MEDIA TECHNOLOGY, VOL XXXV / [ed] Enlund N, Lovrecek M, Zagreb: INT ASSOC RES ORG INFOR, MEDIA & GRAPHIC ARTS IND-IARIGAI , 2008, Vol. 35, 37-43 p.Conference paper (Refereed)
Franchising has been important in many industries for a long time and organized alliances are a current phenomenon in the Printing Industry, and may be all alternative way for smaller privately owned printing houses to be a part of a larger network to handle rapid changes in the market. The objective of this qualitative case study of three Swedish Organized Alliances is to investigate how companies perceive the importance of organized alliances in the Printing Industry. This study concludes that there are many different opinions about the use, impact and importance of organized alliances in the Printing Industry. However, the partner companies believe that they acquire value by being part of an organized alliance. The most important advantages are joint purchasing, access to national agreements, large scale advantages and partly access to a franchise brand. The results indicate that different kinds of organized alliances fit different companies because of the focus of the alliance and the difference in support and commitment from the central organization. Both central organizations and many partner companies deem the franchise brand as important for national recognition. Nevertheless, the combination of the franchise brand and the local company brand is a way for printing houses to strengthen both on the local and national market. The major disadvantage of being part of all organized alliance is the high costs compared to the benefits, which has given many respondents a reason to consider leaving the organized alliances.
Place, publisher, year, edition, pages
Zagreb: INT ASSOC RES ORG INFOR, MEDIA & GRAPHIC ARTS IND-IARIGAI , 2008. Vol. 35, 37-43 p.
Competitive advantages, organized alliances, printing industry
Media and Communications Production Engineering, Human Work Science and Ergonomics
IdentifiersURN: urn:nbn:se:kth:diva-30819ISI: 000267333700005ISBN: 978-3-9812704-0-2OAI: oai:DiVA.org:kth-30819DiVA: diva2:403120
35th International Research Conference of Iarigai/International-Association-of-Research-Organization-for-the-Information-Media-and-Graphic-Arts-Industries Valencia, SPAIN, SEP 07-10, 2008
QC 201103112011-03-112011-03-042011-03-11Bibliographically approved