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Digitaliseringens förändring av bokbranschen
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This is a bachelor thesis, written at the business studies institute, Uppsala Unviersity, exploring how digitalization has affected the Swedish book industry. This is done by studying how the introduction of the e-book has changed the way the publishers work and what problems and opportunities arise with the new way to publish and consume books. The technology optimists, that existed around the turn of the millennium, when the e-book came, made predictions along the lines of the physical book having ceased to exist within five to ten years. But the physical paper books do very much still exist, so haven’t the change happened as predicted? The purpose of this thesis is as follows: How has introduction of the e-book affected the relationship between the Swedish publishers and the book as a whole? This means that we consider the book as a concept, as a resource or product, and study how a change in this product affect publishers.

The theoretical framework used is basically classical network theory. We study the book as a resource that exists through relationships with other resources, with the help of the 4R model. The information has been gathered through both a study of literature and interviews with subjects. The litterature study consisted of reading the newspaper Svensk Bokhandel (SvB) Years 2004-2010. It provided us with enough information to make a network map of the actors within the Swedish book industry. From this network map identified the key actors and interviews took place with a number of these.

The empirical data has first been split into two scenarios; the book industry around year 2000 and 2012. The information gathered about these two points in time were then separated into the four types of resources defined by the theory. This was done to illustrate the changes that has occurred during the past decade. The interfaces between resources were then examined in the analysis and the changes in weight and variation that occurred was noted. The reasons that caused the observed transformations of the interactions has been investigated and these have been noted.

The conclusion that has been reached is that the weight of the network is relatively unchanged while the overall variation has increased. This change in variation have taken the guise of new flows of information and new ways to process, distribute and consume the book. The essay ends with a discussion of the book industry's future and the parallels and differences to markets that have undergone similar changes.

Abstract [sv]

Detta är en kandidatuppsats, skriven vid företagsekonomiska institutionen vid Uppsala unviersitet, som undersöker hur digitaliseringen har påverkat den svenska bokbranschen. Detta görs genom att studera hur e-boken har förändrat förlagens sätt att arbeta samt vilka problem och förutsättningar som uppkommit med de nya sättet att publicera, distribuera och konsumera böcker. Den stora teknikoptimism som fanns kring millennieskiftet då e-boken kom gav tongångar i stil med att den fysiska boken inom fem till tio år skulle ha upphört att publiceras. Pappersböcker säljs i hög grad fortfarande, och varför har förändringen inte skett snabbare? Uppsatsens syfte lyder enligt följande: Hur har e-bokens inträde på marknaden påverkat relationen mellan de svenska förlagen och boken som en enhet?

Den teoretiska referensram som använts är i grund och botten klassisk nätverksteori. Vi studerar boken som en resurs som existerar i form av relationer och kopplingar till andra resurser, med hjälp av den s.k. 4R-modellen. Undersökningen är blandad litteraturstudie och intervjubaserad. Litterturstudien bestod av att läsa tidningen Svensk Bokhandel(SvB) årgångarna 2004-2010. Det medgav en klar nätverkskarta över vilka aktörer som verkade inom den svenska bokbranschen. Utifrån denna nätverkskarta identifierades de centrala aktörerna och intervjuer skedde med ett antal av dessa.

Empirin har först delats upp i två scenarion; bokbranschen kring 2000 samt 2012. Den information som innehafts angående de två tidpunkterna separerades sedan i de fyra typerna av resurserna som definieras av teorin. Detta för att belysa de förändringar som skett under det senaste decenniet. Gränssnitten mellan resurserna undersöktes sedan i analysen och de förändringar i tyngd och variation som skett noterades. De anledningar som orsakat de observerade transformationerna i interaktionerna har undersökts och även dessa har noterats.

Den slutsats som nåtts är att tyngden inom nätverket är relativt oförändrad medans den generella variationen har ökat. Denna variationsförändring har tagit skepnad av nya informationskanaler samt nya sätt att bearbeta, distribuera och konsumera boken. Uppsatsen avslutas med en diskussion kring bokbranschens framtid samt paralleller och skillnader mot marknader som genomgått likande förändringar.

Place, publisher, year, edition, pages
2012. , 46 p.
Keyword [sv]
E-bok, Digitalisering, Bokbransch, 4-R modell, Stigberoende
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-176753OAI: oai:DiVA.org:uu-176753DiVA: diva2:537049
Subject / course
Business Studies
Educational program
Systems in Technology and Society Programme
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2012-08-14 Created: 2012-06-25 Last updated: 2012-08-14Bibliographically approved

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