Kferjkztgkzt
8794 mots
36 pages
Available online at www.sciencedirect.comIndustrial Marketing Management 38 (2009) 253 – 262
New printing technology and pricing
Peter Hultén a,⁎, Magnus Viström b,1 , Thomas Mejtoft c,2 b ESC Rennes School of Business, 2, rue Robert d'Arbrissel, 35065 Rennes, France STFI-Packforsk AB/Lund University (division of packaging logistics), STFI-Packforsk c/o Mittuniversitetet, SE-891 18 Örnsköldsvik, Sweden c STFI-Packforsk AB/Royal Institute of Technology (KTH), STFI-Packforsk c/o Mittuniversitetet, SE-891 18 Örnsköldsvik, Sweden Received 29 September 2006; received in revised form 29 September 2007; accepted 16 January 2008 Available online 4 March 2008
a
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. © 2008 Elsevier Inc. All rights reserved.
Keywords: Competition; Investments in new technology; Perception of value; Pricing
1. Introduction: price-driven markets and pricing problems The globalization trend over the last decades has resulted in increased price competition. Clearly, removals and reductions of trade barriers, improved communication technology, and swift logistics have made it attractive for firms in Europe and in the U.S. to outsource