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

Although Hewlett Packard along with Canon inamong a number of computers and the
best known for the development andobjections of cost in both marketing and
popularization of the now common inkjet stylepurchasing departments to the perceived value
of printing is was Hewlett Packard so toof  the  early  laser  printers
speak  who  "broke  the  dam".
As noted employees loved the speed and
The cultures of both Canon and Hewlettmanagement as well as the ever controlling
Packard were predominantly "Engineerexecutive secretaries loved the peace and
Companies".quiet. Indeed it was both very impressive and
intimidating site to both visitors and
Hence the personalities at both ends werecompetitors that such a quiet work area could
able to "speak the other's language "evenboth  so  productive  and  deadly.
though there may have been cultural and
language  barriers  of  sorts.Along the way printer sharing devices were
commercially introduced to present low cost
As well the two groups - Canon and HP wereand easily set up (Non LAN) answers to the
able to jointly corroborate on thehigh  cost  of  laser  printing.
development of the ubiquitous ink cartridge
printers in the same manner even though in aThese printer sharing devices were often so
business sense they it may have been strictlyadvanced in their features and ease of use in
considered  competitors  ..their print queuing and print spooling
capacities that they put the mainframe
There were considerable technical andcomputer  systems  of  the  day  to  shame.
practical difficulties in the developments of
both  product  streams.Because of the acceptance of this product
line both 3rd party software and hardware
As engineers the two sides saw thesupport was provided by the progressive
development as a puzzle to solved, a projectvendors  of  the  time.
to finish to satisfaction rather than two
competitors.Those by and large are the basis of the
features we take for granted today both in
It is an interesting historical footnote thatterms of Word Processing / office software
the HP Inkjet product development was almostprograms be they WordPerfect of Microsoft
repeatedly killed due to antithesis from anOffice or the widespread use of fonts and
engineer's point of view that that a productsupportive device drivers for graphics in the
(the inkjet cartridges) should be made onlyWindows , Macintosh operating systems among
to  be  thrown  out  in  the  trash.others.
At the time Dot Matrix Printers with a "DaisyAt an earlier point the sign that you war e
Wheel", which were much like the typewritersdealing with a major corporation or
of the day with an ink ribbon which rolledenterprise was that the document your
past the paper to replenish itself, were thereceived was printed with the distinctive
standard and norm? As well color inkjetfont of the IBM Electric Typewriter ( then $
printers although available somewhat in3,000  or  so  the  price  of  a  car).
different less standardized, less advanced
forms  were  not  widely  used.That standard now became the print and feel
of  the  then  special  Laser  printers.
People in offices liked the new LaserJet
printers. They were tired of waiting aroundSince the corporate environment is a very
for slow, noisy Dot Matrix printing of theirlucrative as well as trend setting focuses of
documents. Laser printing was quick, silentthe computer industry it was not long before
and  indeed  "Magic"."LaserJet Clones "became available on the
marketplace.
The first LaserJet's were somewhat expensive
at  approximately  $  4000  a  machine.Luckily this spurred on both product
development, and ultimately increased market
However it must be remembered that this waspenetration, product support and reduced
not out of line with the cost of a computercosts.
at  the  time.
Thus the die was set for the major acceptance
The LaserJet's were often connected to aof Laser printers as " The Standard " of
number of computers through early Local AreaBusiness document presentation and image.
Networks (LANS). The printer was thus shared



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