Case Solutions/ Notes for Daktronics (A) The Digital Signage Industry in 2010 by Joseph K Kavanaugh, Joshua M Warne, Carol J Cumber

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This Industry Note examines the state of the digital signage industry in 2010. The industry came into being to meet the emerging commercial and communications need for more dynamic messaging. It is a ... nexus between two industries - those who manufacture the equipment and those who create the messaging content. Together, they created an industry that provides instantaneous messaging at the speed of light. In 2010, the industry was a technically complex, multi-product, multi-segment, multi-channel, highly fragmented market with few dominant firms, rapidly-evolving technologies, and relatively low entry barriers for many segments of the industry. Global opportunities exist and multi-national electronics firms are entering the market. The Note reviews the industry's external environment, the forces that are shaping the industry, its competitive landscape, the emerging industry structure, and the near-term future of the industry. Those firms that emerged as dominant competitors tended to have higher levels of vertical integration, greater financial strength, and greater breadth in their product lines; served multiple market segments; and had the design and engineering capabilities to provide high-level product customization. Increased capabilities in design, product engineering, fabrication, and technology integration led to broader and more diversified product lines and the ability to meet demanding customer requirements in multiple market segments. [Show More]

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