A study of Indian print exports to the United States

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Title: A study of Indian print exports to the United States
Author: Ravi, Karthik Narayan
Abstract: Offshoring is the reality of globalization. According to a survey conducted by trendstowatchgraphics.com, the percentage of American print providers who are worried about US print buyers offshoring their print requirements increased from 1% in 1995 to 7% in 2005. According to a survey conducted by the Graphics Arts Technical Foundation, 40% of the printers in the US think that their current customers are also seeking out offshore printers for their printing needs. According to UN Comtrade, exports of printed matter to the US from China in 2005 amounted to $722 million, and exports of printed matter to the US from India during the same period amounted to $52 million (The market for overseas print providers, 2006). China is currently the preferred destination for US print buyers for offshoring their print requirements. But India, having invested heavily in education, is likely to see phenomenal growth in the upcoming years. While China is well-known for manufacturing, India has grown in the IT sector. India is also developing its infrastructure to enhance growth in the manufacturing sector. According to Mr. Regis Delmontagne, former president of the Association for Suppliers of Printing, Publishing, and Converting Technologies (NPES): xii India, today, is not merely a target market for products from outside its borders . . . and not just a place foreign customers will turn for less expensive printing. It is also a source of new products, new technologies, and new ideas. . . . The United States remains India’s largest trading partner, providing both a market for Indian goods and services and a dependable flow of the latest technologies to help India continue its competitive emergence. (as cited in Association for Suppliers of Printing, Publishing, and Converting Technologies, 2006) This thesis reports on the results of two surveys: one sent to book publishers in the US and the other sent to Indian print service providers. The main results of the thesis are as follows: • Turnaround times and quality concerns are the biggest barriers prohibiting the growth of Indian printers in the US print buying market. • The US book publishers are not aware of the manufacturing capabilities of the Indian printers. They are more prone towards sending their pre-media requirements to India • Confidentiality, level of technology and infrastructure, and range of services offered by the Indian print service providers are the three main criteria by the US book publishers while selecting Indian print service providers. • There is definitely an opportunity for the Indian print service providers in the US print buying market if they can create brand name, pay more attention to quality, establish a common medium for communication, and plan and schedule accurately.
Record URI: http://hdl.handle.net/1850/6251
Date: 2008-05

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