New Rules of Engagement —Morgan

There are other reasons why the traditional trade customs are out of date and do not adequately serve buying companies. Business relationships between buyers and suppliers have changed significantly in the past several years.

Today’s printers have to be much more flexible in accommodating different client’s needs. For the most part, blanket “rules” are no longer acceptable to buying companies. Perhaps the disconnect occurs because today’s marketing communications increasingly call for dynamic and complex strategies, yet these projects are created in a manufacturing environment. From the buyers’ perspective, perhaps that’s the difference between a printer and a solution provider. One manufactures a printed product that could be ordered by any customer; the other creates distinct solutions for specific clients.