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As an extension of the elder Graham's low-cost seller/low-cost producer mantra, Bell's strategic cost control measures, such as optimized operational efficiency and supply chain management, have enabled investments in the technologies necessary to steadily expand its customer base. For instance, Ben Graham notes in the early 1990s Bell ascended to become a national provider of web-based flexo-printed cartons, an achievement he refers to as "a game-changer" that propelled the company from a regionally focused sheetfed operation to a nationally focused long-run producer. Additionally, after Bell solidified its presence as a long-run niche producer of cartons, the company made investments in 2002 and 2003 to add mid-web offset printing capability to its repertoire, a move that Graham says "widened the sphere of applicability" for the firm. Finally, in 2010, Bell's purchase of the first Heidelberg Speedmaster XL 162 VLF (very large format) sheetfed offet press to be installed in North America pushed the company's expansion of its carton printing services "across the gambit," Graham says.