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The Acceptance of the Digital Books' Market in Spain by Consumers and Companies
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2011 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title:  The Situation of Digital Books’ Market in Spain. The acceptance by consumers and companies

Authors: Amaia García Barberena and Leyre Díaz Pinillos

Supervisor: Jean-Charles Languilaire.

Level: Bachelor Thesis in Business Administration, Marketing

Key words: digital books, electronic books, digitalization, Spain, consumers´ behavior, innovation, adaptation, publishers…

Purpose: The purpose is to explore what the current situation of the electronic books’ market in Spain is, concerning the changes in consumer behavior and companies’ adaptation.

Method: Our research method is an explorative and descriptive one.  Thus, we collected data from secondary resources such as books, studies, articles, journals and so on. We use also primary data in order to answer our purpose. We do two different questionnaires; one focused on consumers and the other one focused on publishers of different companies. 

Theoretical framework: First, we define the consumer behaviour in a general context and then related to innovations and digital environment. Then, we explain the companies’ behaviour and adaptation to changes, and we finish with and interaction between both parties.

Conclusion: We highlight and summarize the findings of our study, giving a clear image of the current situation of the digital books’ market in Spain. We also give our point of view towards this topic, and suggestions for further researches.

Place, publisher, year, edition, pages
2011. , 70 p.
Keyword [en]
consumer behaviour, companies, innovations, digital environment, electronic book, digital book
URN: urn:nbn:se:hh:diva-15870OAI: diva2:432778
Subject / course
2011-06-01, 09:00 (English)
Social and Behavioural Science, Law
Available from: 2011-08-08 Created: 2011-08-06 Last updated: 2011-08-08Bibliographically approved

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