In June 1995, Barbara Schetter, VP and General Manager of the Digital division is RR Donnelley, struggling to gain acceptance from other groups and departments in the printing giant. The Digital employs radically new technology – digital printing machines and transaction management systems – in the short term, provide customized printing. But it is to overcome a very different business model than the traditional business Donnelley and it becomes difficult with resistance.

In June 1995, Barbara Schetter, VP and General Manager of the Digital division is RR Donnelley, struggling to gain acceptance from other groups and departments in the printing giant. The Digital employs radically new technology – digital printing machines and transaction management systems – in the short term, provide customized printing. But it is to overcome a very different business model than the traditional business Donnelley and it becomes difficult with resistance.
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from
David A. Garvin,
Artemis March
Source: Harvard Business School
20 pages.
Release Date: 12 January 1996. Prod #: 396 154 PDF-ENG
RR Donnelley & Sons: The Digital Division HBR case solution