Textbooks, Digital Printing and the Dog Food Business

This is a lightly edited version of a column that I wrote in 2006 for WhatTheyThink.com.

"You have to remember that the market for textbooks is like the market for dog food because purchasing decisions are not made by the ultimate consumer" - Barbara Levitt, Clifford Nass; Administrative Science Quarterly, Vol. 34, 1989

Most printers are in the dog food business. Read the rest