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Finding Your Marketing Niche in a Crowded PCB Industry
March 10, 2026 | Richard Nichols, GreenSource EngineeringEstimated reading time: 1 minute
I recently made a flippant comment on LinkedIn, “All marketing and no trousers,” hinting that marketing campaigns often do not have a tangible product to market and the campaign is marketing a concept or a gut feeling. For PCB and IC substrate manufacturers, this poses a great risk for unsuccessful campaigns and the opportunity to innovate in an increasingly competitive and global landscape.
This compels them to rapidly adapt their strategies, particularly in marketing, as they vie for market share amid a surge of very capable international players. I’ve found that in this high-stakes environment, companies often find themselves launching marketing campaigns based on untested concepts rather than established norms, motivated by an urgent need to secure a competitive edge and be first to market. This first-to-market strategy may be even more important than patenting inventions.
Geopolitical Considerations
The PCB and IC substrate industry is characterized by rapid technological advancements and constant innovation. Firms must navigate not just the challenges posed by competitor offerings but also the complexities of global supply chains, regulatory environments, consumer demands, and evolving hot markets. Unlike in previous decades, when many companies were primarily reliant on Asian manufacturing hubs, particularly China, there has been a noticeable shift toward onshoring in the U.S. and Europe. This move has been inspired by a combination of geopolitical considerations, supply chain vulnerabilities exposed during the COVID-19 pandemic, and increasing labor costs in Asia.
To continue reading this article, which originally appeared in the February 2026 edition of I-Connect007 Magazine, click here.
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