As características e o comportamento dos consumidores de livros electrónicos
Q mercado grego como um estudo de caso
Resumo
Na indústria editorial, a inovação tecnológica poderia jogar um rol fundamental na entrega de conteúdos. As novas tecnologias introduzem desafios inovadores e obrigam a reformular o negócio das editoriais e seus planos de desenvolvimento, distribuição e marketing. Embora o modelo atual de edição de livros não corra nenhum risco, já que a base do modelo económico da indústria continua sendo essencialmente a mesma, a publicidade e o marketing têm mudado, ao ter-se modificado o ambiente competitivo e ampliado os processos de produção e distribuição. As indústrias editoriais devem adoptar os avanços tecnológicos. Caso não consigam se adaptar, em um ambiente tão implacável, demandante e competitivo, vão fracassar. Apesar da apertura dos mercados em linha, nas editoriais existe uma preocupação pela substituição da leitura tradicional pela leitura na tela e, surge a dúvida de se a reação do publico seria positiva. Entretanto, a pesquisa apresenta a demanda de livros eletrônicos. Através de uma análise conjunto, destaca o debate teórico em torno ao comportamento dos consumidores e leitores de produtos electrónicos, e oferece sugestões práticas para as editoriais responder estrategicamente ante o novo ambiente digital.
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