Creation of Customer Value Using Digital Printing in a Dynamic Business Environment
2007 (English)In: TAGA Journal, Vol. 3, no 3, 128-143 p.Article in journal (Refereed) Published
Digital printing is used most successfully with a differentiated strategy that delivers high customer value whenprinting short runs or customized printed matters. This qualitative case study of a customer – supplierrelationship aims to identify and analyze how digital printing can be utilized as a business tool in therelationship between a service provider and a customer in a dynamic business environment.The service provider in this case has strategically changed the focus of the company from a production to aservice company with the focus on customer contact. Even though the service provider had an advantage on themarket, they choose to create disruption since they realized that they could not sustain this advantage forever ontheir dynamic market. This was realized even though it meant cannibalizing on their former core business –printing.The study indicates that a hypercompetitive-like behavior is becoming increasingly important to be able tosurvive in the dynamic and changing printing industry. The industry is today influenced by, and competingwith many companies that are not in-industry. By reengineering their products and services and moving fromthe cost-quality arena to timing and know-how it is possible for the service provider to control the outcome ofthe industry in a more successful manor.This study concludes that digital printing is used successfully when the customer’s main objective is not to printat all. Printed material will probably not disappear in a foreseeable future and therefore digital printing mostcertainly will increase its importance as a production technology. In the strive towards a paperless office, digitalprinting is a natural, convenient and profitable way of producing a non-electronic output is digital printing.
Place, publisher, year, edition, pages
2007. Vol. 3, no 3, 128-143 p.
customer value; digital printing; business strategy; differentiation; hypercompetition
Other Mechanical Engineering Media and Communications
IdentifiersURN: urn:nbn:se:kth:diva-9399OAI: oai:DiVA.org:kth-9399DiVA: diva2:113845
QC 201008262008-10-302008-10-302010-08-27Bibliographically approved