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• W119424710 abstract "Recently, some important developments occurred in the print industry. New technical possibilities leadto new ways of offering value to customers. The average customer becomes more demandingbecause of the new possibilities, he wants to be able to introduce changes until the last moment(flexibility) and keep stock as small as possible (Just in Time delivery). The new developments form onthe one hand a big threat to traditional print companies. But on the other hand there are big chancesfor print companies who adapt to these new developments.PrintPartners Ipskamp (PPI) is a print company specialized in the production of books, brochures,manuals and publications in batches of one to several thousands. PPI has an especially strongposition in the academic market, they are market leader in dissertation printing. To answer thechanging customer needs and to defend their market position, PPI is planning to set up an onlinepublisher with the possibility to adapt the book layout online. Orders will be printed on demand.To make the online publisher a successful business, it is important for PPI to position the onlinepublisher strategically in the academic publishing market. The goal of this research is to identify asuitable strategy for this: “What is a suitable strategy that allows PPI to position the online publisher inthe academic publishing market, with respect to the environment, stakeholders and the company’sstrategic capability”.In the literature study, the notions of strategy were examined. Also literature on marketing models andbusiness models was examined to determine suitable models usable in this research. Differentsegmentation bases were examined to determine a suitable segmentation basis for positioning theonline publisher in a suitable market segment. And literature on determining customer needs wasexamined to set up a thorough basis for the research.The research consists of three parts. First, the print industry has been analyzed to determine theinfluence of the recent developments. And a preliminary segmentation has taken place in which theacademic market has been chosen as a suitable market segment.Then a desk research was executed in which the academic market was analyzed in more detail andthe competition in the market segment was analyzed. Also an internal analysis took place to determinethe readiness of PPI for the online venture.The empirical research analyses the customers’ point of view towards the possibilities of the onlinepublisher. The goal was to make a match between the offering of PPI and the customer needs andwishes.The results of the research were used as input for a SWOT analysis. The SWOT analysis formed thefoundation for the recommendations with regard to the strategy that PPI can choose to position theonline publisher successfully in the market.The results form a strategic basis for setting up the online publisher in the academic market." @default.
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• W119424710 date "2007-01-01" @default.
• W119424710 modified "2023-09-27" @default.
• W119424710 title "Online publisher; Competing in the digital market of theprint industry" @default.
• W119424710 hasPublicationYear "2007" @default.
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