Premium Commentary & Analysis
Don't Commoditize… Learn from the Leaders!
Printers have historically undervalued their services due to a manufacturing mentality. They operate under the labor theory of value, which states that the value of a service is determined by the amount of labor used in its production. Because marketing and cross-media service providers are offering a different portfolio of services, there is an opportunity to change both the structure and approach to pricing and be rewarded for value-add.
By Barb Pellow
Published: August 11, 2011