This paper deals with how technological change and digitization in the Spanish printing sector are challenging existing business models and encouraging printing houses to modify their product portfolio and core competencies. This research has as a general objective to understand the impact of digitization on the business models of printing houses. Both the case studies and the survey conducted conclude that (a) printing houses, although aware of the necessary digital transformation, continue to maintain the traditional business model alongside the new one, (b) customers are the main driver of the digital transition of their business models, (c) there is a trade-off between cultural and environmental policies as drivers of the paradigm shift in printing houses and (d) the digital context is a motivating factor for vertical integration downstream of printing houses.

本文探讨了西班牙印刷领域的技术变革和数字化如何挑战现有的商业模式，并鼓励印刷厂修改其产品组合和核心竞争力。这项研究的总体目标是了解数字化对印刷厂商业模式的影响。案例研究和所进行的调查均得出以下结论：（a）印刷厂尽管意识到必要的数字化转型，但仍继续保持传统的商业模式与新的商业模式相同，（b）客户是其数字化转型的主要驱动力商业模式