Shapeways and the 3D Printing Revolution

The technology of additive manufacturing – also known as ‘3D printing’ – holds the potential for revolutionising industrial production at all levels. Although the underlying techniques to build up physical items layer by layer from digital 3D design models have been in use since as early as 1986, only big companies could afford the necessary knowledge and equipment. Since 2008, things have changed dramatically, when Shapeways arrived on the scene and provided an affordable additive manufacturing service for consumers. This teaching case, based on the contents and services provided by Shapeways’ 3D printing online community and marketplace, is designed to challenge students to cope with additive manufacturing and its impact. In particular, the teaching case may be used to (i) give a basic introduction into the technology of additive manufacturing and its historical development, (ii) illustrate the business model of Shapeways and (iii) develop a deeper understanding of the corresponding strategic challenges.