Reversal of Fortune
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From my perspective, the answer is clear. Conditions don't exist for an online reverse auction market to make sense in print procurement today. There's a more effective way for print buyers to save money, and add value for their companies.
And it can be done without damaging valuable print supplier relationships. Despite attempts to make commoditize print, it remains a unique, made-to-order product that requires human interaction, creativity, and communication to be executed successfully, time after time.
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