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PRODUCT DIFFERENTIATION: DOES IT PROVIDE COMPETITIVE ADVANTAGE FOR A PRINTING PAPER COMPANY?
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The aim of this thesis was to contribute to the knowledge and understanding of
product differentiation in the context of printing papers. The motivation for this
thesis emerged from unsolved problems encountered when the author worked in
two product differentiation projects at two different paper mills in Finland in the
1980's and 1990's.
The number of non-standard printing papers such as MFC, SC A+, SC A++, SC B,
FCO and WSOP papers has been on the increase; this has resulted in additional
complexity both for the producer and the customer. The differences between
printing paper grades have simultaneously diminished and developing printing
technology has reduced differences between paper grades. This study answers the
following questions: What is product differentiation in the context of printing
papers? Can product differentiation be used to improve the competitive advantage
of a printing paper firm? If so, how should product differentiation be organized and
applied in practice as part of a firm's strategy?