PLATFORM-BASED SERVITIZATION AS A STRATEGIC TRANSFORMATION MODEL IN THE DIGITAL PRINTING INDUSTRY

Abstract

Digital transformation of industry creates new approaches to strategic management of manufacturing enterprises by changing value creation mechanisms, competitive advantage structures, and customer interaction models. These processes are particularly dynamic in the digital printing industry, where traditional printing companies are transitioning toward integrated digital platforms, Web-to-Print ecosystems, and service-oriented business models. The relevance of the study is determined by the insufficient scientific development of platform-based servitization as a comprehensive model of strategic transformation for digital printing enterprises in the context of the digital economy. The purpose of the study is to develop a conceptual model of platform-based servitization as a strategic transformation mechanism for companies operating in the digital printing industry. The object of the research includes digital transformation processes and service integration within platform-based printing ecosystems. The theoretical framework is based on the concepts of servitization, platform economy, ecosystem management, digital transformation, and data-driven governance. The study applies methods of system analysis, comparative analysis, structural-functional analysis, theoretical generalization, and strategic analysis. The article systematizes theoretical approaches to platform-based servitization and identifies key factors of strategic transformation in digital printing companies. The study demonstrates that the development of Web-to-Print platforms, cloud-based infrastructures, workflow automation, AI integration, and data-driven management creates a new operational model for printing enterprises in which digital services, network effects, platform scalability, and customer experience management become the main sources of competitive advantage. A conceptual model of strategic transformation for platform-based printing companies is proposed, integrating platform governance mechanisms, ecosystem orchestration, and digital business process management. The practical significance of the research lies in the possibility of applying the proposed model for developing digital transformation strategies, optimizing workflow processes, expanding platform ecosystems, and improving customer-oriented services in the digital printing industry.