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Borders enmeshed in the digital transition

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Borders, along with Barnes and Noble , a major U.S. book chains, unable to refinance its debt, it is in bankruptcy (Chapter 11 ). Result of an accumulation of incompetence directions and bad choices (export, financial management, real estate, etc.). In times of transition, these inefficiencies do not forgive.
Incorporated in the years 1970 from Ann Arbor (Michigan), Borders has counted more than 1,200 bookstores and now it has 509 large and 169 small (in airports, etc..) From 35 000 to less than 20 000 employees, and probably less in the future (we're talking about removing one third of the stores and 6,000 jobs).

Storytime and Wi-Fi in a Borders Bookstore (Waterford, Conn.)

This collapse is an instructive case of poorly controlled passage of a material economy to an economy partially digital. Among other errors
Borders of the most incredible today, is to have entrusted its digital business to Amazon in April 2001, to resume them in 2008. Meanwhile, competition developed electronic readers (e-reader ): Amazon, Kindle (2007) and Barnes and Noble, the Nook (2009). Since Borders has an agreement with Kobo for distributing an e-reader and e-books . Borders of the delay due to this unfortunate decision does not catch up easily.

course, it discusses the effects of technological change, as the market music and video. But these effects are over-determined by other features unique to the library:

• The decline of the traditional tools of school culture (dictionaries, encyclopedias);
• The price of books that we do not understand they not be immediately published in paperback (paperback ) to attract the very large public
• partners (editing) and influencers (teachers, media) Conservatives often hinder digital developments;
• A commercial zoning trouble adapted. Most small libraries are content to offer bestsellers the general public and diversify into gadgets. The most discerning buyers demand a wider range (supermarkets like Borders and Barnes and Noble have 100 to 170 000 titles in stock). Not finding them, they turn to mail order, Amazon (more than 2.5 million titles), Barnes and Noble (over one million titles), but also to many small bookstores).

United States, the major bookstores do everything possible to atttirer and retain clients, including family clientele, they offer cozy corners for reading (some customers use them as libraries), Wi-connections fi, sections suitable for young children and parents, events (conferences of writers, readings for children), large linear media, Sections music (CDs) and video (DVD), stationery (calendars, posters cards, greeting, etc..) radius School ( Required Reading ) and clean toilets with baby changing area. The control system is effective (you can order to see, without obligation, to receive the books purchased in the library or at home). There is a corner coffee drinks, sandwiches, pastries (agreement Starbucks / Borders). Everything reflects a desire to rebuild places friendly life ( cozy ), an atmosphere conducive to reading, to meet, to linger on the shelves, supports the purchase. There is an audience for it.
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