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Genuine Apple

HP Consumable Goods Preferred Partner

Issue 9 | December 2008

Background

Under the illusion that it is less costly, firms sometimes prefer to use non-original replacement consumables (such as ink, cartridges etc) rather than genuine HP products. However, in the long term this approach is a false economy, in terms of maintaining equipment quality at overall running costs. Proximity’s aim was to inform the target audience about the necessity and the benefit of original consumables and to convince them to purchase these products.

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