Laser Printers: Marketing And Introduction As A Case Of Cooperation Across Cultures And Management Styles

Although Hewlett Packard along with Canon inobjections of cost in both marketing and
best known for the development andpurchasing departments to the perceived value of
popularization of the now common inkjet style ofthe early laser printers
printing is was Hewlett Packard so to speak whoAs noted employees loved the speed and
"broke the dam".management as well as the ever controlling
The cultures of both Canon and Hewlett Packardexecutive secretaries loved the peace and quiet.
were predominantly "Engineer Companies".Indeed it was both very impressive and
Hence the personalities at both ends were able tointimidating site to both visitors and competitors
"speak the other's language "even though therethat such a quiet work area could both so
may have been cultural and language barriers ofproductive and deadly.
sorts.Along the way printer sharing devices were
As well the two groups - Canon and HP were ablecommercially introduced to present low cost and
to jointly corroborate on the development of theeasily set up (Non LAN) answers to the high cost
ubiquitous ink cartridge printers in the sameof laser printing.
manner even though in a business sense they itThese printer sharing devices were often so
may have been strictly considered competitors ..advanced in their features and ease of use in
There were considerable technical and practicaltheir print queuing and print spooling capacities that
difficulties in the developments of both productthey put the mainframe computer systems of
streams.the day to shame.
As engineers the two sides saw the developmentBecause of the acceptance of this product line
as a puzzle to solved, a project to finish toboth 3rd party software and hardware support
satisfaction rather than two competitors.was provided by the progressive vendors of the
It is an interesting historical footnote that the HPtime.
Inkjet product development was almostThose by and large are the basis of the features
repeatedly killed due to antithesis from anwe take for granted today both in terms of
engineer's point of view that that a product (theWord Processing / office software programs be
inkjet cartridges) should be made only to bethey WordPerfect of Microsoft Office or the
thrown out in the trash.widespread use of fonts and supportive device
At the time Dot Matrix Printers with a "Daisydrivers for graphics in the Windows , Macintosh
Wheel", which were much like the typewriters ofoperating systems among others.
the day with an ink ribbon which rolled past theAt an earlier point the sign that you war e dealing
paper to replenish itself, were the standard andwith a major corporation or enterprise was that
norm? As well color inkjet printers althoughthe document your received was printed with the
available somewhat in different less standardized,distinctive font of the IBM Electric Typewriter (
less advanced forms were not widely used.then $ 3,000 or so the price of a car).
People in offices liked the new LaserJet printers.That standard now became the print and feel of
They were tired of waiting around for slow, noisythe then special Laser printers.
Dot Matrix printing of their documents. LaserSince the corporate environment is a very
printing was quick, silent and indeed "Magic".lucrative as well as trend setting focuses of the
The first LaserJet's were somewhat expensive atcomputer industry it was not long before
approximately $ 4000 a machine."LaserJet Clones "became available on the
However it must be remembered that this wasmarketplace.
not out of line with the cost of a computer at theLuckily this spurred on both product development,
time.and ultimately increased market penetration,
The LaserJet's were often connected to aproduct support and reduced costs.
number of computers through early Local AreaThus the die was set for the major acceptance
Networks (LANS). The printer was thus sharedof Laser printers as " The Standard " of Business
among a number of computers and thedocument presentation and image.