Retail Display Solutions Inc.

Retail Display Solutions (RDS), Inc. was a fully integrated point-of-sales (PoS) display manufacturer for a broad range of industries. In 2022, as part of the company's continuous innovation efforts, RDS made the decision to introduce a "PoS Engager" by incorporating QR code information into its complete range of displays. The executive in charge of the plastics division who was responsible for these products, believed that this enhancement would lead to increased revenue and a larger market share. However, the printing of these codes required a specialized machine, and the printing division they normally outsourced to seemed unwilling to buy it. The director of the plastics division must now decide whether to acquire this machine for their division or explore alternative suppliers in the market. This case is based on "InterMarket Technology, Inc.", ASN-32-E, by Patrick Boyle and Mike Rosenberg, IESE Business School.