Power and value appropriation in the direct‐marketing publishing supply chain

Abstract

Cox contrasts the two strategic options facing the firm wishing to successfully compete in its marketplace. The first of these options is based on cost control through replicable improvements in operational efficiency. The second is based on market closure and power through the development of non‐replicable skills and competencies. This paper, on the direct‐marketing publishing supply chain, will attempt to show that strategies of efficiency are the second best option since they force the firm onto a treadmill in which value cannot be retained but instead must be passed to the customer. This abrogates the reason for the firm’s creation in the first place.

Citation

Watson, G. (1999), "Power and value appropriation in the direct‐marketing publishing supply chain", Supply Chain Management, Vol. 4 No. 4, pp. 192-198. https://doi.org/10.1108/13598549910284516