and future state of the printing and publishing industry thoroughly examines how technology has impacted the position that printers hold in the business communications value chain. Identifying the core issue facing commercial printers today -- that traditional print is now only one of many communications vehicles from which customers can choose to articulate their messages, both inside and outside of their organizations -- Strategic Positioning helps printers understand and make the essential shift from traditional lines of business into technology and services businesses. Revisiting four classic themes from some of the most recognized and respected business leaders, Strategic Positioning offers real-word guidance about successfully making this transition and explains how to avoid the mistakes that so many printers make as they begin to invest in these new opportunities, while providing a blueprint for reestablishing your company as trusted and value-added partners. A must-read for printing company executives who want to successfully define a new path to a profitable future, Strategic Positioning brings into focus the tools and methods that have been used by leading companies to navigate the turbulence of technological disruption, unseen competitors, and shifting value propositions in the thriving information economy.

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