Personalized Printing used as a One-to-One Enabler

• The penetration of digital printers in the graphic arts industry today is rather high. However, only a small percentage of the equipment’s capacity is used for personalized printing. It is instead used for the ordinary production of smaller editions. This means that the primary intention of the technology as a tool to produce personalized material has not been realized. One reason for this is the basic lack of understanding towards the business models that can guide personalized printing and how these models can generate value to the actors on the market. The aim of this paper is to contribute to the basic knowledge of personalized printing as an enabler for a one-to-one information strategy. The question of how personalized printed matter combined with electronically distributed information can be a tool in an information and communication strategy for an industrial manufacturer is also discussed.

Ämnesord

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Kommunikationsvetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Communication Studies (hsv//eng)

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Mänsklig interaktion med IKT (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Human Aspects of ICT (hsv//eng)

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

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