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New printing technology and pricing

Hulten, Peter; Viström, Magnus LU and Mejtoft, Thomas (2008) In Industrial Marketing Management 38(3). p.253-262
Abstract
This case study analyzes five Swedish printing houses' pricing with respect to their investments in new printing technology. The new printing technology made it possible for the printing houses to market new products and services to meet the demand for shorter delivery times and full service solutions. Although this demand was apparent, the printing houses' opportunities to capitalize on their investments depended on the characteristics of the market segment that they served. Findings indicate that the new printing technology made it possible to change prices when the new services reduced delivery time and costs, and when there were substantial differences between the new services and available substitutes. Thus, customers accepted new... (More)
This case study analyzes five Swedish printing houses' pricing with respect to their investments in new printing technology. The new printing technology made it possible for the printing houses to market new products and services to meet the demand for shorter delivery times and full service solutions. Although this demand was apparent, the printing houses' opportunities to capitalize on their investments depended on the characteristics of the market segment that they served. Findings indicate that the new printing technology made it possible to change prices when the new services reduced delivery time and costs, and when there were substantial differences between the new services and available substitutes. Thus, customers accepted new pricing when the utilization of the new technology resulted in financial gains and time reductions. (C) 2008 Elsevier Inc. All rights reserved. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Perception of value, Competition, Investments in new technology, Pricing, Packaging logistics
in
Industrial Marketing Management
volume
38
issue
3
pages
253 - 262
publisher
Elsevier
external identifiers
  • wos:000264973600003
  • scopus:61449235624
ISSN
0019-8501
DOI
10.1016/j.indmarman.2008.01.001
language
English
LU publication?
yes
id
2adb7e13-1d5f-450c-b77c-100fd23e7a06 (old id 1400606)
date added to LUP
2009-06-12 10:51:49
date last changed
2017-01-01 06:07:20
@article{2adb7e13-1d5f-450c-b77c-100fd23e7a06,
  abstract     = {This case study analyzes five Swedish printing houses' pricing with respect to their investments in new printing technology. The new printing technology made it possible for the printing houses to market new products and services to meet the demand for shorter delivery times and full service solutions. Although this demand was apparent, the printing houses' opportunities to capitalize on their investments depended on the characteristics of the market segment that they served. Findings indicate that the new printing technology made it possible to change prices when the new services reduced delivery time and costs, and when there were substantial differences between the new services and available substitutes. Thus, customers accepted new pricing when the utilization of the new technology resulted in financial gains and time reductions. (C) 2008 Elsevier Inc. All rights reserved.},
  author       = {Hulten, Peter and Viström, Magnus and Mejtoft, Thomas},
  issn         = {0019-8501},
  keyword      = {Perception of value,Competition,Investments in new technology,Pricing,Packaging logistics},
  language     = {eng},
  number       = {3},
  pages        = {253--262},
  publisher    = {Elsevier},
  series       = {Industrial Marketing Management},
  title        = {New printing technology and pricing},
  url          = {http://dx.doi.org/10.1016/j.indmarman.2008.01.001},
  volume       = {38},
  year         = {2008},
}