September 2015 • The PCB Magazine 87
5
It's Only Common Sense:
Marketing Makes Selling
Superfluous
from Peter Drucker: the aim of marketing is to
make selling superfluous. the aim of marketing is
to know and understand the customer so well that
the product or service fits her and sells itself. ideally
marketing should result in a customer who is ready
to buy….the right motto for business management
should increasingly be "from selling to marketing."
6
Is Wearable Technology
Just a Fad?
it wasn't too long ago when every techno blog-
ger was writing about the newest wearable tech-
nology, perhaps predicting the next technology
avalanche that would rival smart phones. the
granddaddy of wearable technology was google
glasses, which apparently was leading the revolu-
tion. analysts were predicting a mega industry up-
heaval. then google glasses crashed and burned.
7
Supply Chain in the
21
st
Century
the shift away from vertical integration has pushed
the topic of supply chain management to the fore-
front of strategic planning for many manufactur-
ers. having a supply chain that provides a compet-
itive advantage will be the differentiator in today's
business environment.
8
Taiwan: The Barometer for
Consumer Electronics
the tankan survey is a popular economic survey
of Japanese businesses issued by the central bank
of Japan. the survey focuses on companies with
a specified minimum amount of capital and is a
valuable tool to determine market trends.
9
A Well-Designed Laminate
Supply Chain has to Own It!
Designing a supply chain for the provision of lami-
nates and pre-pregs to the PcB fabricator shouldn't
be that complicated, should it? the laminate is sim-
ply manufactured and then shipped...what could
possibly go wrong? it turns out it is more compli-
cated, partly because the supply chain is not fully
owned by one supplier, and hence cannot be fully
customized to the needs of each customer.
J
Start-up Identifies Market
Potential for Flexible
Printed Electronics
eu funding has enabled Portuguese printed elec-
tronics start-up ynvisible to fully assess the po-
tential of applying flexible printed electronics to
consumer objects. The six-month feasibility study
completed at the beginning of august 2015 in-
volved carrying out tests on the new platform –
called Printoo – which enabled the company to
better understand the needs of various end users.
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September 2015 • The PCB Magazine 87
