Hewlett-Packard announced on Wednesday that it would combine its imaging and printing entity and its personal systems entity, a move that the company says will “lead to a better customer experience and drive innovation .”

The new group will be led by Todd Bradley, who has been an executive vice president at HP since 2005. The executive who had led the company’s printing business, Vyomesh Joshi, will retire after 31 years with the company.

The technology company said in a statement that the move would “rationalize HP’s go-to-market strategy, branding, supply chain and customer support worldwide.” 

This decision is part of HP’s broader mission to make HP more competitive with its Silicon Valley rivals. Since she arrived at HP in September to replace ousted chief executive Leo Apotheker, Meg Whitman has moved to right a ship that has sometimes seemed rudderless.

After flirting with the notion of spinning off its PC business, Whitman said in October that the company had evaluated the strategic and financial impact of the group and had decided it was committeed to keeping it.

Hewlett-Packard stock was down 1.6 percent as of 3:12 p.m.

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