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Head & Heart in 12 Chapters

Issue 15 | June 2010

Background

In the economic downturn, HMD, a small printing company in Germany, was faced with particularly aggressive cut-throat competition, with their potential customers looking at the price even more closely than ever.

To distinguish themselves from their competitors, who were talking only about price, HMD wanted to talk about the quality of their work and to set out to win work in the premium segment.

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