Bussiness Organization

When personal computers

first came on the scene, early

business users needed a fast

way to get quality "hard copy" of

the text, spreadsheets, and graphs pumped out

by their software. Hewlett-Packard (HP) quickly

recognized this need and came out with its

LaserJet brand printer.

HP's unique LaserJet was

so flexible that it virtually

created the desktop publishing

boom. By the time

competitors came along,

HP offered even better

printers, including highcapacity

models for firms

with computer networks.

When HP's marketers saw

fast growth in home computing,

they targeted new

easy-to-use models at families. To reach this

segment at a lower price, HP sent its salespeople

to convince discount retailers to carry the

printers. Many agreed to do just thatÑbecause

the printers were a good value and HP's publicity,

sales promotions, and ads attracted customers

who were ready to buy. When

Microsoft's Windows software showed

consumers the possibilities of color computing,

HP was again ready. Its R&D on inkjet technology

pioneered a new way for customers to do

low-cost color printing. As a result, HP's inkjets

are the color leaders, and LaserJets still capture

60 percent of all laser printer sales. HP is truly

the king of computer printing.

However, it's not just because of these past

successes that the top executive at HP is smiling

when he prints out his digital self-portrait.

62 Chapter 3

to friends or business contacts all over the

world. A real estate agent can, for example,

instantly send a picture of a house to a client in

a distant city. Many photo buffs want to alter

photographs on the computer, perhaps to include

them in reports, brochures, and ads. Even

kids like to make their own greeting cards, calendars,

and brochures. Local photo labs don't

address these needs, and Kodak doesn't (yet)

produce a color printer. In contrast, HP has

many different PhotoSmart printers for different

needs. Large format printers make poster-size

photos and graphics needed for business presentations

and advertising. Printers for kids

come with video tutorials on a computer CD.

HP is even moving into printers that work without

a computer. One PhotoSmart printer hooks

directly