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.
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