THE IMPACT OF DIGITAL TRANSFORMATION ON THE ECONOMIC MODELS OF PRINTING COMPANIES

Abstract

Modern scientific and technological advances, including digital printing, production automation and information technology, are significantly changing not only production processes but also the business models of printing companies. Digitalisation can significantly increase the speed of order fulfilment, resource efficiency and cost optimisation. At the same time, rapid changes in consumer demand and increased competition are forcing companies to adapt to new market conditions. The article discusses the evolution of the concept of «business model» from the classical approaches of Peter Drucker to the modern concepts of Alexander Osterwalder, who proposed the business model framework by introducing the concept of «business model canvas». Particular attention is paid to the changes in the printing business under the influence of digital transformation, in particular, an increase in the share of digital printing, the transition to the Print-on-Demand model, product personalisation and integration of online orders. The analysis shows that the decline in average print runs and the growing demand for unique products are driving the printing companies` shift to flexible production processes. Changes have also affected sales channels: more and more companies are introducing online platforms to automate orders and interact with customers. The impact of digital technologies is also evident in the financial model of the business: FSMA contracts (pay-per-click) for printing equipment are gaining popularity, reducing initial investment costs. Enterprises are actively using CRM systems to personalise marketing and forecast demand, as well as expanding the range of services, including logistics, design and storage of products. The article emphasises the importance of dynamic adaptation of the business model of printing companies and implementation of the ‘blue ocean’ strategy to create new market niches. It is concluded that flexibility, technological innovation and customer focus are the key factors for the successful adaptation of business models of printing enterprises in the digital era.