2019 年 56 巻 1 号 p. 18-23
The growth of the digital printing technologies in recent years has created new business opportunities and given threaten for the commercial printers.｠ The development of digital printing technologies is great impacts on commercial printers in terms of customers have an alternative for short-run and personalized print and it is growing in the specific print market such, on-demand and variable data printing (VDP). The main question is what is the acceptance of commercial printers in the development of digital printing technologies and what will happen to the future of commercial printers. The aim of this study is to explore the adoption of digital printing technologies among commercial printers in Malaysia. The study conducted is based on a qualitative approach. There were four commercial printers have been interviewed to respond the questions related to the business opportunities on their investment in the digital printing technologies. The finding of the qualitative analysis has revealed that the commercial printers have to adopt the digital printing technologies. It is also found that commercial printers have been transformed into a competitive business in terms of the need to develop a new print product, provide value-added, enhance customer relationship, and expand the new print market.