This paper describes the innovative strategies that Australia Post (AP) is using to compete in a changing message market, with the aim of providing interesting and relevant case material and teaching resources to support student learning at a tertiary level. The case aims to explore AP’s response to an increasingly competitive global message market by continually seeking innovations that utilise existing organisational strengths and technological opportunities. The case description is based on public documents and includes discussion questions and teaching notes. The results of an evaluation of trials of the case application in the classroom are reported.
Tolhurst, Denise and Williams, Susan P., "Competing in the Message Market: A Teaching Case" (2009). BLED 2009 Proceedings. 30.