Case Study: Changing Nature of Digital Printing

Pages: 8 (2469 words)  ·  Bibliography Sources: 1+  ·  Level: College Senior  ·  Topic: Business  ·  Buy This Paper


[. . .] Organizations set up systems and services that are designed to acquire, share and disseminate information of all kinds, from the production data from factories to events in the market-place. However, information also reaches the organization by all kinds of routes that are not initially set up as information acquisition mechanisms. In other words, organizational information behavior embraces not only the formal systems set up to manage internal information flows, but also the systems, including libraries and information centers designed to access external information as well as the organizational and personal communication systems through which information reaches the organization and is disseminated.

Within the past decade, businesses have learned that as business use of information technology (IT) expands, the traditional constraints of time and geography, which were formerly rigorous, are now relaxing or changing. Rapid advances in telecommunication and other information technologies are fostering globalization mind set within any company. As a result, the global marketplace is becoming the new frontier of business. Faced with the rapid pace of change in today's business markets, organizations are compelled to adapt with unprecedented dexterity and flexibility in order to remain competitive and to face the challenges ahead.

The founder of the company built the company of service and quality, and he taught his sons that it sometimes is better to say no to a new opportunity in order to keep your existing promises. So the single goal of expanding the company services to include a full range of digital info-imaging services is the cornerstone around which the entire company change is built upon.

Strategy Recommendations

The first strategy is broken down into 4 steps. This process is a single recommendation, and when selected, a full commitment must exist to follow each step through to completion.

The company will pursue a strategy of full network integration of all computer equipment in the operation. The company will include full Internet integration, a company intranet, and full integration of the sales force with wireless communication technology. This will facilitate eliminating communication problems, and a higher degree of customer service. While focused internally, this strategy will enable the company to create the framework on which the business expansion will be built.

The second strategy the company will follow is to seek and hire sales force, and graphic designers who have a higher level of experience with digital technologies. Since the company is in a city with a major university, the process of finding qualified candidates should be fairly easy. Seeking qualified candidates from the university also means that the company will be hiring younger staff which can form a basis of future growth for the organization.

The third strategy is to recognize the full impact of implementing this organizational change, and manage a fully integrated plan in order to facilitate an organizational culture change. This is more than training staff to do different tasks, or operate new software. Organizational change includes training the existing and newly hired staff in the full usage of the new equipment, hardware, software, and wireless technologies. It also includes training the staff to think differently, accept information on a different level, and adjust to the full capabilities of the digital, networked work place. The company is committed to quality production and building long-term relationships with their clients through world class service on every job. The equipment change could become an obstacle to organizational advancement if the staff does not fully understand its capabilities. And become proficient in its use.

The forth strategy needed to successfully attaining the long-term goal of establishing a market presence in the digital info-imaging industry is to pursue and secure customers, both locally and Internet based, and provide the digital services with the same commitment to quality which current customer receive when ordering printed and graphic design work.

Since integrated informational technology is at a rate of constant change, the second recommendation is that a position of Office of Information Technology will be created, and search for a suitable candidate will begin within 2 weeks. Moving toward strategy #1 will create the need for the OIT professional. This person will be key to the long-term success of our companies move toward digital info-imaging, and this person will be able to consult on the selection, purchase and design of equipment and software needed to complete the digital change over.

Gantt chart - Time lines month months

18 months years market research for OIT person completed

OIT person hired completed

Hardware capabilities researched completed additional Hardware purchased and installed complete

Staff trained, internally and via university classed

Research hiring consultant firm to manage change.

Consultant hired

50% complete

85% complete

Internet and intranet complete

75% complete

100% complete

Launch of digital services, and online custom products launched

Promotion campaign, online, multimedia, and local company open house

Planned for 2 years from start of project


strongly recommend we make the initial steps toward face-lifting the full usage of our new equipment by immediately starting on Strategy #1 of the short-term goals. Full network integrating of our existing systems will produce time savings in all aspects of the company, and identify the areas in which we need assistance, or additional software / hardware solutions or training. Identifying these needs will create the parameters for filling the OIT position, which will be key to the long-term success of this plan.


Convergence of imaging and IT is important to industry growth. (2001) Eastman Kodak Co. Accessed 18 May 2003,

Kim, DH 1993. "The Link between Individual and Organizational Learning." Sloan Management Review 34 (4): 37-50.

Peck, Gretchen, (2003)Digital Printing: New Opportunities Revealed

Understanding the Convergence is a Key to Success. Digital Output" Accessed 18 May 2003)

Rockart, J.F. (1979). Chief executives define their own data needs. Harvard Business Review, 57 (2), 238-241.


Nature's Second Eye Photography and the Camera Thesis

Digital Video Editing Term Paper

Strategic Change: Kodak Many Companies Today Term Paper

Impact of Social Networking on Our Life Essay

History of Graphic Design Technology Term Paper

View 76 other related papers  >>

Cite This Case Study:

APA Format

Changing Nature of Digital Printing.  (2003, October 3).  Retrieved September 15, 2019, from

MLA Format

"Changing Nature of Digital Printing."  3 October 2003.  Web.  15 September 2019. <>.

Chicago Format

"Changing Nature of Digital Printing."  October 3, 2003.  Accessed September 15, 2019.