Resilience of a business: the case of Yellow Pages Directories

Terence Tse, Jerome Couturier and Lucie Roux

International Journal of Management Practice, 2012, vol. 5, issue 2, 149-169

Abstract: This paper aims to study the strength and the resilience of a seemingly out-of-date business - the Yellow Pages Directories (YPD). Its main assertion is that having absolute technological advantage does not always enable a firm to succeed; human factors also play an important role in sustaining a company's competitive advantage. The first contribution of this paper is to provide a deeper understanding of the under-researched YPD business. The second is to examine the factors that enhance the resilience of a declining business facing the threat of new technologies.

Keywords: Yellow Pages; YPD; print directories; search engines; internet technologies; advertisements; adverts; business resilience; brand loyalty; human factors; declining business; new technologies. (search for similar items in EconPapers)
Date: 2012
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