Gibson Agency Gibson Agency (GA) is located about 60 miles west of Madison, Wisconsin, in a predominantly rural area. Area businesses include farms, a clothing company, big-box stores (e.g., Wal-Mart, Menards, etc.), several supermarkets, and a thriving artist community. In 2009, Bill Gibson, Founder and CEO of the company, decided that the area was a good place to locate a technical support center. He believed that operating in a rural, lower cost area would enable the firm to achieve low costs without sacrificing quality, while bringing employment opportunities to people in this area. GA's strategy is to provide superior technical support services on behalf of a limited number of clients. The typical GA client is a small- to medium-size firm that has a relatively sophisticated product that requires skilled technical support. GA only supports U.S. and Canada based customers and will not accept clients that want international support for their customers. Many firms require the services of a technical support center, but choose to outsource to firms like GA. The key motivation for doing so is economies of scale. More specifically, many firms do not have a critical mass of calls and other connections to customers to justify the expense