Innovation in the Book Market Retail. Preferences Among Romanian Readers
Innovation in the Book Market Retail. Preferences Among Romanian Readers

Summary/Abstract: Today’s dynamic business environment forces companies to differentiate more thanever and focus on gaining long-term competitive advantages through innovation. The bookmarket faces new challenges, mainly related to the shifting behaviour of readers. Innovationmight be perceived as a path towards differentiation, attaining competitive advantage, andmarket success. Understanding the preferences of the readers and knowing the retail innovationtrends could help all the decision-making actors of the book market adapt better to the dynamicsof contemporary society and the business environment. The present paper aims at identifyingthe preferences of Romanian readers regarding the innovations employed in the book marketretail. To gather the data, we applied an online questionnaire to a sample of 486 respondentsfrom Romania. The main conclusion of the study underlines that the consumers are notnecessarily sensitive to technological innovation or an innovative format of the stores but arehighly sensitive to the atmosphere in the bookstores and to the special offers of the bookstores.

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