Positioning in the Printing Industry: Differentiation in Terms of Price, Lead Time, Print Quality and Flexibility
2007 (English)In: Advances in Printing and Media Technology, Vol. 34, 327-336 p.Article in journal (Refereed) Published
Differentiation and adding value to the printed product is regarded as important in the low margin, highlycompetitive commercial printing industry of today. However, there exists a trade-off between the service leveland the price the customer has to pay. This quantitative survey study of 136 commercial printing houses setsout to investigate how they are positioning themselves and how they perceive the demand from the customerswith respect to price, lead time, print quality and flexibility.In summary the results presented in this paper propose that the commercial printing houses perceived a demandfrom customers to provide a commodity product with only small differences between price, lead time, qualityand flexibility. However, the results also indicate that the printing houses want to sell a more differentiatedand customer centric product with focus on flexibility and quality. Although positioning seemed to beindependent of printing technology, it was possible to notice that digital printing houses perceived a lower pricepressure from the market. These results suggest that using digital printing to enhance customer value wassuccessful since the digital printing houses felt that their customers did not have as high demands for low pricesas customers to conventional printing houses.
Place, publisher, year, edition, pages
2007. Vol. 34, 327-336 p.
strategy, differentiation, flexibility, commercial printing
Other Mechanical Engineering Media and Communications
IdentifiersURN: urn:nbn:se:kth:diva-9401ISI: 000267333500038OAI: oai:DiVA.org:kth-9401DiVA: diva2:113850
QC 201008262008-10-302008-10-302012-03-22Bibliographically approved