I spoke to two companies recently that are fighting against this trend. One told me that they would like another ten to 15 percent more work, to make sure their factory and plant is used as efficiently as possible. After that, they will stop trying to increase their turnover, as they don't see the need.
Another company has two B2 presses that are fairly long in the tooth. Rather than buy two new engines, they calculate they can get roughly the same throughput by investing in a single, more efficient machine. For them, that's enough to be getting on with.
Both companies saw an advantage in stopping the relentless pursuit of growth; in fact, the second company will reduce its cost base dramatically by losing a machine. What's more, both companies will need less sales people to maintain a static sales volume.
The two printers I spoke to said that they wanted to continue selling hard, but that the focus of the sale would change. Rather than chasing volume, they will instead look for the right profit margin. Their plan is to try and win more work at higher margins and reduce the number of customers that give them lower returns.