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Innovation in the Book Market Retail. Preferences Among Romanian Readers

Author

Listed:
  • Adina SANIUTA

    (SNSPA)

  • Alexandra ZBUCHEA

    (SNSPA)

  • Bogdan HRIB

    (SNSPA)

Abstract

Today’s dynamic business environment forces companies to differentiate more than ever and focus on gaining long-term competitive advantages through innovation. The book market faces new challenges, mainly related to the shifting behaviour of readers. Innovation might be perceived as a path towards differentiation, attaining competitive advantage, and market success. Understanding the preferences of the readers and knowing the retail innovation trends could help all the decision-making actors of the book market adapt better to the dynamics of contemporary society and the business environment. The present paper aims at identifying the preferences of Romanian readers regarding the innovations employed in the book market retail. To gather the data, we applied an online questionnaire to a sample of 486 respondents from Romania. The main conclusion of the study underlines that the consumers are not necessarily sensitive to technological innovation or an innovative format of the stores but are highly sensitive to the atmosphere in the bookstores and to the special offers of the bookstores.

Suggested Citation

  • Adina SANIUTA & Alexandra ZBUCHEA & Bogdan HRIB, 2022. "Innovation in the Book Market Retail. Preferences Among Romanian Readers," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 10(2), pages 179-209, June.
    • Handle: RePEc:nup:jrmdke:v:10:y:2022:i:2:179-209
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    References listed on IDEAS

    as
    1. Michela Addis, 2016. "Understanding the Customer Journey to Create Excellent Customer Experiences in Bookshops," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(4), pages 20-36, August.
    2. Stock, Ruth & Zacharias, Nicolas, 2011. "Patterns and Performance Outcomes of Innovation Orientation," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 57122, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
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