Thomas Mejtoft (2006). Strategies for Successful Digital Printing, Journal of Media Business Studies 3(1):65-86.
Key Words: digital printing, business strategy, vertical integration, differentiation, customer value
Today the printing industry is fragmented and suffers from overcapacity, and printed material is regarded as commodity products. In this article, corporate strategy owing to the introduction of digital printing technology is studied. The focus is on companies that made digital printing investments. Differentiation is a strategic approach that is necessary for digital printing companies to compete successfully. The results show that vertical integration is a way to ensure appropriate supply to the digital printing unit and to add customer value to the service. Educating customres is a way to create a market for the value-added products of digital printing.