Department

Graphic Communication Department

Degree Name

BS in Graphic Communication

Date

12-2012

Advisor(s)

Kevin Cooper

Abstract/Summary

This study compares the success of five digital printers in California’s central coast based on whether they choose to charge for value-added services. It questions past research that shows digital printers who implement an additional fee for such services are more successful than digital printers who do not always bill the customer for the extra services. It focuses on determining the reasons behind each printer’s strategy through a questionnaire. The study concludes printers not charging are not necessarily losing money because they have found ways to eliminate non-value-adding steps in their value chain. Therefore success must be redefined other than building a competitive advantage by boosting sales and profit.

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