Date of Award

Spring 2018

First Advisor

Dr. Jacqueline Schmidt


My report was commissioned to examine the market strategies and audience approaches implemented in the ultraviolet inkjet ink industry. My research juxtaposes the initiatives of leading ink investors with those of the monomer-producing corporation, Kowa American. My findings emphasize the discrepancies in competitive development between Kowa and similar globally innovative agencies. My research indicates that Kowa must capitalize on industry gaps, conduct environmental research, and minimize financial setbacks to obtain a competitive advantage in the current ink market. Further, Kowa must personalize customers’ buying experiences in order to expand its budding product lines and maximize profits.