January 12, 1996
Harvard Business School
In June 1995, BarbaRA Schetter, VP and geneRAl manager of R.R. Donnelley’s Digital Division, is struggling to gain acceptance from other groups and divisions at the printing giant. the Digital Division employs RAdically new technology–digital printing presses and tRAnsactions management systems–to deliver short-run, customizED printing. But it is basED on a completely different business model than Donnelley’s tRAditional businesses and is finding it difficult to overcome infORMal resistance.