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The 2011-2016 World Outlook for Lithographic Advertising Printing Excluding Direct Mail Advertising

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This econometric study covers the world outlook for lithographic advertising printing excluding direct mail advertising across more than 200 countries. For each year reported, estimates are given for the latent demand, or potential industry earnings (P.I.E.), for the country in question (in millions of U.S. dollars), the percent share the country is of the region and of the globe. These comparative benchmarks allow the reader to quickly gauge a country vis-à-vis others. Using econometric models which project fundamental economic dynamics within each country and across countries, latent demand estimates are created. This report does not discuss the specific players in the market serving the latent demand, nor specific details at the product level. The study also does not consider short-term cyclicalities that might affect realized sales. The study, therefore, is strategic in nature, taking an aggregate and long-run view, irrespective of the players or products involved. This study does not report actual sales data (which are simply unavailable, in a comparable or consistent manner in virtually all of the 230 countries of the world). This study gives, however, my estimates for the worldwide latent demand, or the P.I.E., for lithographic advertising printing excluding direct mail advertising. It also shows how the P.I.E. is divided across the world’s regional and national markets. For each country, I also show my estimates of how the P.I.E. grows over time (positive or negative growth). In order to make these estimates, a multi-stage methodology was employed that is often taught in courses on international strategic planning at graduate schools of business.

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									          The 2011-2016 World Outlook for
          Lithographic Advertising Printing
          Excluding Direct Mail Advertising




                                          by
                         Professor Philip M. Parker, Ph.D.
                       Chaired Professor of Management Science
                     INSEAD (Singapore and Fontainebleau, France)




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                                          About the Author
Dr. Philip M. Parker is the Eli Lilly Chaired Professor of Innovation, Business and Society at INSEAD where he has
taught courses on global competitive strategy since 1988. He has also taught courses at MIT, Stanford University,
Harvard University, UCLA, UCSD, and the Hong Kong University of Science and Technology. Professor Parker is
the author of six books on the economic convergence of nations. These books introduce the notion of
“physioeconomics” which foresees a lack of global convergence in economic behaviors due to physiological and
physiographic forces. His latest book is "Physioeconomics: The Basis for Long-Run Economic Growth" (MIT Press
2000). He has also published numerous articles in academic journals, including, the Rand Journal of Economics,
Marketing Science, the Journal of International Business Studies, Technological Forecasting and Social Change, the
International Journal of Forecasting, the European Management Journal, the European Journal of Operational
Research, the Journal of Marketing, the International Journal of Research in Marketing, and the Journal of
Marketing Research. He is also on the editorial boards of several academic journals.

Dr. Parker received his Ph.D. in Business Economics from the Wharton School of the University of Pennsylvania
and has Masters degrees in Finance and Banking (University of Aix-Marseille) and Managerial Economics
(Wharton). His undergraduate degrees are in mathematics, biology and economics (minor in aeronautical
engineering). He has consulted and/or taught courses in Africa, the Middle East, Asia, Latin America, North America
and Europe.


                                          About this Series
This series was created for international firms who rely on foreign markets for a substantial portion of their business
or who might be threatened by international competition. The estimates given in this report were created using a
methodology developed by and implemented under the direct supervision of Professor Philip M. Parker, the Eli Lilly
Chaired Professor of Innovation, Business and Society, at INSEAD. The methodology relies on historical figures
across countries. Reported figures should be seen as estimates of past and future levels of latent demand.


                                        Acknowledgements
Some of the methodologies and research approaches used in this report have benefited from the R&D Committee at
INSEAD, whose research support is gratefully acknowledged.




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    Contents                                                                                                v


Table of Contents
1       INTRODUCTION                                                                                   10
     1.1      Overview                                                                                 10
     1.2      What is Latent Demand and the P.I.E.?                                                    10
     1.3      The Methodology                                                                          11
        1.3.1   Step 1. Product Definition and Data Collection                                         12
        1.3.2   Step 2. Filtering and Smoothing                                                        14
        1.3.3   Step 3. Filling in Missing Values                                                      14
        1.3.4   Step 4. Varying Parameter, Non-linear Estimation                                       14
        1.3.5   Step 5. Fixed-Parameter Linear Estimation                                              15
        1.3.6   Step 6. Aggregation and Benchmarking                                                   15
        1.3.7   Step 7. Latent Demand Density: Allocating Across Cities                                15
2       SUMMARY OF FINDINGS                                                                            17
     2.1   The Worldwide Market Potential                                                              17
3       AFRICA                                                                                         19
     3.1    Executive Summary                                                                          19
     3.2    Algeria                                                                                    20
     3.3    Angola                                                                                     21
     3.4    Benin                                                                                      22
     3.5    Botswana                                                                                   22
     3.6    Burkina Faso                                                                               23
     3.7    Burundi                                                                                    24
     3.8    Cameroon                                                                                   24
     3.9    Cape Verde                                                                                 25
     3.10   Central African Republic                                                                   26
     3.11   Chad                                                                                       26
     3.12   Comoros                                                                                    27
     3.13   Congo (formerly Zaire)                                                                     28
     3.14   Cote d'Ivoire                                                                              29
     3.15   Djibouti                                                                                   29
     3.16   Egypt                                                                                      30
     3.17   Equatorial Guinea                                                                          31
     3.18   Ethiopia                                                                                   31
     3.19   Gabon                                                                                      32
     3.20   Ghana                                                                                      33
     3.21   Guinea                                                                                     34
     3.22   Guinea-Bissau                                                                              34
     3.23   Kenya                                                                                      35
     3.24   Lesotho                                                                                    36
     3.25   Liberia                                                                                    36
     3.26   Libya                                                                                      37
     3.27   Madagascar                                                                                 38
     3.28   Malawi                                                                                     38
     3.29   Mali                                                                                       39
     3.30   Mauritania                                                                                 40
     3.31   Mauritius                                                                                  40
     3.32   Morocco                                                                                    41
     3.33   Mozambique                                                                                 42
     3.34   Namibia                                                                                    42
     3.35   Niger                                                                                      43
     3.36   Nigeria                                                                                    44

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     3.37      Republic of Congo                                  45
     3.38      Reunion                                            45
     3.39      Rwanda                                             46
     3.40      Sao Tome E Principe                                47
     3.41      Senegal                                            47
     3.42      Sierra Leone                                       48
     3.43      Somalia                                            49
     3.44      South Africa                                       49
     3.45      Sudan                                              50
     3.46      Swaziland                                          51
     3.47      Tanzania                                           51
     3.48      The Gambia                                         52
     3.49      Togo                                               53
     3.50      Tunisia                                            54
     3.51      Uganda                                             55
     3.52      Western Sahara                                     55
     3.53      Zambia                                             56
     3.54      Zimbabwe                                           57
4       ASIA & OCEANA                                             58
     4.1    Executive Summary                                     58
     4.2    American Samoa                                        59
     4.3    Australia                                             60
     4.4    Bangladesh                                            61
     4.5    Bhutan                                                62
     4.6    Brunei                                                62
     4.7    Burma                                                 63
     4.8    Cambodia                                              64
     4.9    China                                                 64
     4.10   Christmas Island                                      65
     4.11   Cook Islands                                          66
     4.12   Fiji                                                  66
     4.13   French Polynesia                                      67
     4.14   Guam                                                  68
     4.15   Hong Kong                                             68
     4.16   India                                                 69
     4.17   Indonesia                                             70
     4.18   Japan                                                 71
     4.19   Kiribati                                              72
     4.20   Laos                                                  72
     4.21   Macau                                                 73
     4.22   Malaysia                                              74
     4.23   Maldives                                              75
     4.24   Marshall Islands                                      75
     4.25   Micronesia Federation                                 76
     4.26   Mongolia                                              77
     4.27   Nauru                                                 77
     4.28   Nepal                                                 78
     4.29   New Caledonia                                         79
     4.30   New Zealand                                           79
     4.31   Niue                                                  80
     4.32   Norfolk Island                                        81
     4.33   North Korea                                           81


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    Contents                                                                   vii

     4.34      Palau                                                      82
     4.35      Papua New Guinea                                           83
     4.36      Philippines                                                83
     4.37      Seychelles                                                 84
     4.38      Singapore                                                  85
     4.39      Solomon Islands                                            85
     4.40      South Korea                                                86
     4.41      Sri Lanka                                                  87
     4.42      Taiwan                                                     87
     4.43      Thailand                                                   88
     4.44      The Northern Mariana Island                                89
     4.45      Tokelau                                                    90
     4.46      Tonga                                                      90
     4.47      Tuvalu                                                     91
     4.48      Vanuatu                                                    91
     4.49      Vietnam                                                    92
     4.50      Wallis and Futuna                                          92
     4.51      Western Samoa                                              93
5       EUROPE                                                            94
     5.1   Executive Summary                                              94
     5.2   Albania                                                        95
     5.3   Andorra                                                        96
     5.4   Austria                                                        97
     5.5   Belarus                                                        98
     5.6   Belgium                                                        99
     5.7   Bosnia and Herzegovina                                        100
     5.8   Bulgaria                                                      100
     5.9   Croatia                                                       101
     5.10  Cyprus                                                        102
     5.11  Czech Republic                                                102
     5.12  Denmark                                                       103
     5.13  Estonia                                                       104
     5.14  Finland                                                       105
     5.15  France                                                        106
     5.16  Georgia                                                       107
     5.17  Germany                                                       107
     5.18  Greece                                                        108
     5.19  Hungary                                                       109
     5.20  Iceland                                                       110
     5.21  Ireland                                                       111
     5.22  Italy                                                         111
     5.23  Kazakhstan                                                    112
     5.24  Latvia                                                        113
     5.25  Liechtenstein                                                 114
     5.26  Lithuania                                                     115
     5.27  Luxembourg                                                    115
     5.28  Malta                                                         116
     5.29  Moldova                                                       117
     5.30  Monaco                                                        117
     5.31  Norway                                                        118
     5.32  Poland                                                        119
     5.33  Portugal                                                      120


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    Contents                                                              viii

     5.34      Romania                                              121
     5.35      Russia                                               122
     5.36      San Marino                                           123
     5.37      Slovakia                                             123
     5.38      Slovenia                                             124
     5.39      Spain                                                125
     5.40      Sweden                                               126
     5.41      Switzerland                                          127
     5.42      The Netherlands                                      128
     5.43      The United Kingdom                                   129
     5.44      Ukraine                                              130
6       LATIN AMERICA                                               131
     6.1    Executive Summary                                       131
     6.2    Argentina                                               132
     6.3    Belize                                                  133
     6.4    Bolivia                                                 134
     6.5    Brazil                                                  134
     6.6    Chile                                                   135
     6.7    Colombia                                                136
     6.8    Costa Rica                                              137
     6.9    Ecuador                                                 138
     6.10   El Salvador                                             139
     6.11   French Guiana                                           139
     6.12   Guatemala                                               140
     6.13   Guyana                                                  141
     6.14   Honduras                                                141
     6.15   Mexico                                                  142
     6.16   Nicaragua                                               143
     6.17   Panama                                                  144
     6.18   Paraguay                                                145
     6.19   Peru                                                    146
     6.20   Suriname                                                147
     6.21   The Falkland Islands                                    147
     6.22   Uruguay                                                 148
     6.23   Venezuela                                               149
7       NORTH AMERICA & THE CARIBBEAN                               150
     7.1   Executive Summary                                        150
     7.2   Antigua and Barbuda                                      151
     7.3   Aruba                                                    152
     7.4   Barbados                                                 153
     7.5   Bermuda                                                  153
     7.6   Canada                                                   154
     7.7   Cuba                                                     155
     7.8   Dominica                                                 156
     7.9   Dominican Republic                                       156
     7.10  Greenland                                                157
     7.11  Grenada                                                  158
     7.12  Guadeloupe                                               159
     7.13  Haiti                                                    160
     7.14  Jamaica                                                  160
     7.15  Martinique                                               161
     7.16  Puerto Rico                                              162


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    Contents                                                                                ix

     7.17      St. Kitts and Nevis                                                    163
     7.18      St. Lucia                                                              163
     7.19      St. Vincent and the Grenadines                                         164
     7.20      The Bahamas                                                            165
     7.21      The British Virgin Islands                                             165
     7.22      The Cayman Islands                                                     166
     7.23      The Netherlands Antilles                                               167
     7.24      The U.S. Virgin Islands                                                167
     7.25      The United States                                                      168
     7.26      Trinidad and Tobago                                                    169
8       THE MIDDLE EAST                                                               171
     8.1    Executive Summary                                                         171
     8.2    Afghanistan                                                               172
     8.3    Armenia                                                                   173
     8.4    Azerbaijan                                                                174
     8.5    Bahrain                                                                   174
     8.6    Iran                                                                      175
     8.7    Iraq                                                                      176
     8.8    Israel                                                                    177
     8.9    Jordan                                                                    177
     8.10   Kuwait                                                                    178
     8.11   Kyrgyzstan                                                                179
     8.12   Lebanon                                                                   179
     8.13   Oman                                                                      180
     8.14   Pakistan                                                                  181
     8.15   Palestine                                                                 182
     8.16   Qatar                                                                     182
     8.17   Saudi Arabia                                                              183
     8.18   Syrian Arab Republic                                                      184
     8.19   Tajikistan                                                                185
     8.20   The United Arab Emirates                                                  185
     8.21   Turkey                                                                    186
     8.22   Turkmenistan                                                              187
     8.23   Uzbekistan                                                                187
     8.24   Yemen                                                                     188
9       DISCLAIMERS, WARRANTEES, AND USER AGREEMENT PROVISIONS                        190
     9.1    Disclaimers & Safe Harbor                                                 190
     9.2    ICON Group International, Inc. User Agreement Provisions                  191




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 Introduction                                                                                                         10


1     INTRODUCTION
1.1    OVERVIEW

This study covers the world outlook for lithographic advertising printing excluding direct mail advertising across
more than 200 countries. For each year reported, estimates are given for the latent demand, or potential industry
earnings (P.I.E.), for the country in question (in millions of U.S. dollars), the percent share the country is of the
region and of the globe. These comparative benchmarks allow the reader to quickly gauge a country vis-à-vis others.
Using econometric models which project fundamental economic dynamics within each country and across countries,
latent demand estimates are created. This report does not discuss the specific players in the market serving the latent
demand, nor specific details at the product level. The study also does not consider short-term cyclicalit
								
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