Candidate Number: xxxxxxxx

Chartered Postgraduate Diploma: Emerging Themes

December 2009 brief for March 2010
Total Word Count: 3,242
Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

Table of Contents

Task 1 3

Industry definition and choice of themes 3

Potential Publications 4

Why Learned Publishing should publish this discussion paper 5

Task 2 7

Advancing further into the digital era: how new technologies and consumer demand will affect

business models in academic publishing 7

Introduction 7

Current technologies and consumer behaviour 7

New technologies, consumer behaviour and implications for publishers 8

Strategies for success 11

How can marketers help? 12

Conclusion 13

Appendix 15

Background to e-books 15

CIM Statement 16

References and bibliography 17

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

1 Task 1

1.1 Industry definition and choice of themes

This paper looks at the affects of one emerging macro factor and one related meso factor on academic

publishing in the UK. To help define the UK academic publishing industry, Levitt's approach of defining an

industry based on customer needs has been taken (Levitt, 1960, cited in Doyle, 2002), and using this

approach it has been identified that publishers' operate within the information industry. Book publishing

will be the predominant focus of this paper.

The macro theme that has been identified as likely to have the greatest impact on the industry in coming

years is technology. Technological innovation is a key driver of change (Johnson, Scholes and Whittington,

2005) within the industry, introducing new ways of delivering information which will fundamentally change

the way that publishers' do business. Current examples include e-book readers, which have existed for

some time but are being further developed to make content more easily available on the move

(www.kindle.com), and new types of book which allow other content, such as video, to sit alongside text

(www.vook.com). See appendix 3.1 for more information on e-books. Uptake of these technologies has

already started in trade publishing, and academic publishing will have to embrace them to remain

competitive. Although academic publishing, in particular STMS (Scientific, Technical, Medical and Scholarly)

has led the way in online publishing (Koskinen-Olsson, 2008), this has been primarily led by journals, and

online book publishing lags some way behind. Technology is also making it possible for authors to bypass

publishers completely, by posting their research on the Internet. Developments in this macro theme will

change the players operating within the information industry of UK academic publishing, and the way that

they compete with one another.

The meso theme to be focussed on in this paper is customer/consumer power. This has been identified as

the primary meso theme as the greatly increased wealth of knowledge that consumers have through

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 Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

existing technologies such as the Internet is informing them about new ways of interacting with the

publishing industry and the new technologies that are becoming available. As customers learn about

emerging technologies their expectations shift as to how they want their content delivered to them. They

may also move towards becoming prosumers (Toffler and Toffler, 1980, cited in Toffler and Toffler, 2006,

p153), both producing work in the non-monetary economy through mediums such as blogs and consuming

work delivered by others through similar means. This will also change the power they exert over players

within the publishing industry.

1.2 Potential publications

The below table highlights potential publications that would be appropriate for this discussion paper to be

published in, and analyses their suitability against eight key factors:

Academic Includes
Society Wide High Forward Published
Timely publishing UK Focus free
affiliation circulation frequency looking online
focus content
The
Bookseller

Learned
Publishing
Publishing
Research
Quarterly
Journal of
Scholarly
Publishing

After conducting the above analysis, the two publications shortlisted as being suitable for this paper are The

Bookseller and Learned Publishing, as they fulfil the most key criteria. The primary reasons for short-listing

these two publications are that they both have a wide circulation with a forward looking approach, UK focus

and timely publication (including online). However, Learned Publishing is more suitable for this discussion

paper due to the affiliation with ALPSP (the Association of Learned and Professional Society Publishers),

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

which gives the publication great weight in the academic publishing industry. It is also read by the society

members, including key decision makers. Although Learned Publishing does not have as high a frequency as

The Bookseller, being published bi-monthly rather than weekly, which is a disadvantage given that

technology is the focus of the paper, the fact that it can be read online and reaches the correct people

outweighs this drawback.

1.3 Why Learned Publishing should publish this discussion paper

This paper assesses emerging technologies within the field of publishing and how these will affect, and be

affected by, consumer behaviour. It discusses the impact that may be had on academic publishers, in

particular those working in STMS. The paper paints a picture of an industry that will look considerably

different in five years time, with a move away from the current product focus that is currently taken to an

industry that is more service based. It suggests appropriate business strategies that will help publishers to

be successful in an environment that looks dramatically different, ultimately concentrating on the impact on

the triple bottom line (Elkington, 1997; CIM, 2007). It also makes recommendations for how publishers will

need to change internally to ensure that these strategies can be successfully implemented. A key

recommendation is the essential role that marketers will play in the formulation of strategy, as those who

know the consumers best and are best placed to communicate with the whole company.

Although several papers have been written on the future of the publishing industry, this is the first that

really takes into consideration the various business strategies that will help publishers to survive and thrive

in a changing landscape. The paper draws on management and marketing theory to make robust

suggestions and aims to provoke thought amongst key business decision makers in the industry. By applying

these theories to the publishing industry, the paper has a high degree of relevance, and will encourage

people who may not read management and marketing literature to consider the impact on their industry in

broader terms than may have previously been done.

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

The main differentiating point of this paper is the emphasis it puts on marketing in driving the

implementation of strategy. As the majority of marketers within the industry currently take a more product

focused than corporate focused role, they dont tend to be involved with overall business strategy. This

paper highlights the importance of their involvement, and aims to encourage senior management to place a

higher emphasis on marketing as key players in strategy development now, as a way to gain competitive

advantage in the future. This will help with successful strategy formulation and future business success

within a changing marketplace.

By publishing this paper in Learned Publishing it can be ensured that the right people within the industry

start to think more strategically about the changes occurring within the industry, and start to ensure that

the appropriate changes are made internally to make them more open to change, increasing the chances of

future success.

Word Count = 1,063

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

2 Task 2

Advancing further into the digital era: how new technologies and consumer demand will affect business

models in academic publishing

Introduction

Technological innovation is a key driver of change (Johnson, Scholes and Whittington, 2005) in the

publishing industry, affecting the ways that content can be delivered and how consumers demand access to

it. Since the introduction of the Internet, publishing business models have changed, and as further

technological advancements are made, these models look set to change further. Academic publishers will

need to formulate new business models to ensure they remain competitive in a market which will look very

different to today.

Current technologies and consumer behaviour

Recently, academic publishers, particularly those working in STMS (Scientific, Technical, Medical and

Scholarly), have embraced new business models (Koskinen-Olsson, 2008) and led the way in online

publishing. This has started to exert change in the way consumers demand access to content; a change

which is being fuelled further by e-book technology in trade publishing and the ease of sharing information

worldwide, through blogging and social networking. To understand the affect changes in technology and

demand will have on publishers business models, it is useful to first take stock of the current situation.

STMS publishing has traditionally been dominated by several large, well known companies that have been

established for many years, with few smaller competitors. These companies are fairly hierarchical, with an

inherent role culture (Handy, 1985, cited by Palmer, 2007), making them slow to adapt to change. The

sector has high barriers to entry (Porter, 1980) due to large capital start-up costs, and as such the current
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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

players within the market are not often challenged by new entrants. Although the products of various

publishers compete within their own markets, there is little to differentiate publishers themselves, as the

services offered to authors and the products delivered to end users are similar in nature. This is primarily

because the driving force is the product (Tregoe and Zimmerman, 1979, p13). Consumers have interacted

with publishers in the same way for many years, and have primarily been reacting to what has been

produced, rather than significantly influencing products.

New technologies, consumer behaviour and implications for publishers

Although e-books entered the market in the early 1990s, they were initially slow to take off (Herther, 2008),

and it is only recently, with the launch of Amazons Kindle (www.kindle.com) that they have started to

increase in popularity. In addition, the explosion of social networking sites, including Facebook

(www.facebook.com) and Twitter (www.twitter.com), and the popularity of blogging, are making it easier

for individuals to be heard. These technological advancements are changing how consumers want to access

information and how authors can to provide it. As providers, consumers and prosumers (Toffler and

Toffler, 2007) embrace these technologies in other aspects of their life, they are beginning to demand

similar access to academic information. To date, STMS publishers have only dabbled in these technologies,

and this has primarily been with a product focus (Tregoe and Zimmerman, 1979), rather than a true

understanding of what the market wants. These developments could have a dramatic impact on the

academic publishing landscape, and need to be embraced wholeheartedly.

So how might the sector look in five years time? It is likely that, rather than a few large publishers

dominating the market, the factors mentioned above will significantly reduce barriers to entry (Porter,

1980), allowing many smaller information providers to enter the market. The phrase information

providers has been used as these new entrants are unlikely to be publishers in their traditional form, but

anyone from an author blogging on his home PC to a smaller start-up online-only publisher. If this becomes

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

the case, the role of the publishing house may change considerably.

The ease of self publication will mean authors will no longer have to use a publisher to reach their end user.

However, some services that publishers offer will continue to be valuable. Publishers will therefore become

service providers rather than information providers, supporting authors with services such as peer review,

which will remain important in assuring end users of research quality (Owen, 2002). Authors will also need

to rely on publishers for knowledge dissemination in a more tangible form, including e-books, as publishers

will have the skills and resources to develop and supply these products. The below diagrams, developed

from those proposed by Owen (2002) illustrate this change:

Current system for content delivery New system for content delivery

Author Publisher Author

Publisher Library

Library End User

End User

Although authors will still reach their users through libraries, they will also have the ability to reach them

directly. The services provided by the publisher will remain essential, particularly as the market becomes

more competitive. For authors who arent known within a field, having work published with a reputable

publisher provides a sign of quality (Ronte, 2001). This will become more important in a landscape with

many smaller information providers in it, and end users will come to rely on the name of a reputable

publisher as a sign that they can trust the research.

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

Whereas libraries currently have the role of content distributors, the factors mentioned above will make

them act more like content brokers (Morgan, 1989, cited by Senior, 2002) for user-generated content. As

the popularity of e-books grows and moves into the academic field, students will be less able to equip

themselves for their studies. A solution to this may be for libraries to buy subscriptions for e-books from

publishers, which students can take out on loan for the duration of their course, only having to make a one-

off purchase of the e-book reader. Libraries will have greater buying power in this model, purchasing large

subscriptions to key books and being able to obtain preferential pricing as a result. Academics, who

previously relied on publishers to disseminate research and libraries to collect it, will have a symbiotic

relationship with libraries, continuing to make use of their resources and supplying them directly. Libraries

will become the hub of both the collection and distribution of academic research.

As consumers become used to accessing content on the move through mobile devices, they are likely to

demand similar access to journal and book content. As search functionalities increase, it may become

possible for search terms to retrieve relevant book and journal content, delivering partial book chapters or

journal articles side by side in an easy to navigate format. There has been some debate regarding whether

e-book readers are suitable for academic use, with many believing that they arent and that academics

prefer to work from a book (Penny, 2008). However, search functionality such as described above will be

likely to encourage academics to use mobile devices. This will be of particular use to practitioners and

clinicians who will want to be able to access information on the move.

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

Strategies for success

Currently, structures and behaviours in large publishing houses do not lend themselves to adapting to major

change. For publishers to succeed as the sector changes, they will need to modify working practices. They

need to move towards a task culture (Handy, 1985, cited by Palmer, 2007), which will make adaptation

easier. Focus must also change, instead concentrating on the market (Tregoe and Zimmerman, 1979), and

ensuring that they are delivering products that consumers want, rather than what current capabilities make

it easy to provide. To support this new focus, a type 2 innovation approach (Wolfberg and Pelley,

2008/2009, p31) should be taken, with publishers building on innovation that has taken place in the trade

publishing market and tailoring it to their markets, based on demand.

For publishers to achieve success in the new competitive environment, it will be important for them to

employ a strategy of collaboration (Huxham, 1996). This will be the key to successful relationships with the

content brokers, libraries, and will enable them to group together to put the e-book infrastructure in place,

which will be required for student use under the loan system described above. By working together they

will enjoy collaborative advantage, including benefits of economies of scale and reduced risk (Huxham,

1996). To support this strategy, increased focus on relationship management will be essential, with

competitors, libraries, and authors. By focusing on developing commitment and trust (Morgan and Hunt,

1994) with these parties, publishers will boost their reputations as service providers and will become more

effective in their service delivery.

Pricing strategy is another important factor in succeeding in the new marketplace. Coupled with a new,

innovative approach, publishers should employ a differentiation strategy (Johnson, Scholes and Whittington,

2005), providing services that are higher quality than those of their competitors for a similar price. This will

ensure innovation will continue within the marketplace, with all publishers striving to deliver services and

content that will best meet the needs of consumers. It will also account for the fact that many end users

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

arent particularly price sensitive, focusing instead on service provider reputation.

These strategies will all work towards fulfilling the triple bottom line (Elkington, 1997; CIM, 2007).

Collaboration and relationship management will support the social aspect, as one of the primary aims of

publishers is delivering knowledge, which has a social benefit to end users and the wider economy. Pricing

strategies will ensure the financial bottom line is met, and the move away from print publication to online

delivery not only helps meet financial objectives, but also makes publishers more environmentally friendly.

Combining these strategies and focussing on the triple bottom line will improve sustainability.

How can marketers help?

Moving towards a marketing focus (Tregoe and Zimmerman, 1979) is one way that publishers can help

ensure success in the future, and involvement of the marketing function is essential. Whereas currently

marketers in publishing spend large amounts of time working on campaigns to meet strategic needs of

individual products, in the future they will have to spend more time focusing on developing and supporting

corporate strategy and building the corporate brand. A major change marketers must address is the move

from publishers primarily providing a product to being more service focussed. To ensure a high level of

service provision, everyone within the organisation must take responsibility for value creation (Judd, 2003).

So that this change in working practice is embraced, marketing must focus a greater portion of time on

internal marketing. This will also help in the implementation of the cultural and structural changes

highlighted above, by helping overcome resistance to change (Rafiq and Ahmed, 2000).

Marketers will also be the key to successful relationship management, and will need to implement a

relationship marketing (Morgan and Hunt, 1994) programme to enable the business to move towards this

strategy. Market research will take on greater prominence than currently, and will be essential in ensuring

that publishers take a marketing focus. Investigating consumer demands will support this and the type 2

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

innovation approach (Wolfberg and Pelley, 2008/2009, p31). By doing thorough market research,

relationships will begin to form, and if feedback and customer suggestions are acted on, this will help

establish trust (Morgan and Hunt, 1994) that is essential to a successful relationship management

programme.

The above ways in which marketing need to change will only truly be possible if the boards of publishing

companies buy into the role of marketing in developing success in this new environment. It will be essential

for marketing to be represented on the board of directors, and for a higher proportion of board time being

spent on discussing marketing. In the future, marketing should be the driving force for shaping business

strategy and ensuring consistent delivery, reducing the likelihood of strategic drift (Johnson, Scholes and

Whittington, 2005).

For implementation of the above suggestions to work, marketers, as well as the whole business, will need to

embrace a task culture as already suggested. Team work will play a higher part than currently, with cross-

disciplinary strategic teams helping formulate strategy. Marketers must become more strategic thinkers and

change their way of thinking. Rather than accepting their role as a support function, they must constantly

challenge and push to be involved on a strategic level. They need to extend their knowledge of digital

marketing even further, as print promotion will become almost redundant in an environment where e-

books are the primary form of accessing research. Developing robust e-marketing campaigns will be

important to promoting the services of publishers.

Conclusion

In 5 years time the landscape of the publishing industry could look significantly different, with the role of

publishers changing dramatically and many more information providers operating in the market thanks to

lower barriers to entry (Porter, 1980). Publishers will need to change their business models and strategies

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

to ensure success in this new environment. However, for them to develop new strategies that are robust

and will provide competitive advantage, publishers must embrace marketing as being key to strategy

development, as marketers have the greatest knowledge of their consumers and are the best placed to get

the whole company supporting new strategies. A higher level of involvement from marketing will prove

essential to ensure future business success and time should be spent sooner rather than later in getting

marketing involved at this level. Being the first to implement this approach could provide a strong

competitive advantage as the environment changes.

Word Count = 2,179

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

3 Appendix

3.1 Background to e-books

The first generation of e-book readers were introduced in 1990, with a second generation following at the

end of the decade (Herther, 2008). The rate of adoption for both generations was very low, as neither

allowed users to read books in a quicker, easier or previously unheard of way (Herther, 2008), or represent

a dramatic improvement to their life (Tse, 2007, p123). Third generation readers have recently entered the

marketplace, with the introduction of Amazon's Kindle (www.kindle.com) to America in 2007. Kindle has

just had its international launch. Kindle and other third generation readers including Nook, which has just

been announced by Barnes & Noble (www.bn.com) and Alex, from Spring (www.springdesign.com), differ

from previous versions as they make use of wireless technology, enabling users to download content on the

move, rather than having to connect to a PC (Denny, 2009). Kindle also plans to launch a version suitable

for textbooks: the Kindle DX (Ronai, 2009). Whether these third generation readers will take off remains to

be seen.

In addition to e-book readers, there are also innovations occurring in e-books. The Vook (www.vook.com) is

an e-book that lets other media sit beside text. Users can watch videos and connect with friends, and

authors, through social networking sites without leaving the story being read. Currently Vook's are only

available for the web and iPhone, but this gives an indication of how software is evolving. It also

highlights the fact that the iPhone could in fact be the future for the e-book, and is already being utilised

as such by some (Page, 2009). Other authors suggest that e-books are just a red herring (Penny, 2008,

p45), and that mobile phones are the future for e-books. However, Vooks and the use of iPhones for

reading books are in their infancy.

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

3.2 CIM Statement

I confirm that in forwarding this assessment for marking, I understand and have applied the CIM policies

relating to word count, plagiarism and collusion for all tasks. This assignment/project is the result of my

own independent work/investigation except where otherwise stated. Other sources are acknowledged in

the body of the text and/or a bibliography is appended. The work that I have submitted has not previously

been accepted in substance for any other award and is not concurrently submitted in candidature for any

other award.

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

4 References and Bibliography

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

Strategy and the Environment, March, pp 177 191

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

Levitt, T. (1960) Marketing myopia. Harvard Business Review, 38 (July/August) pp 45-56. Cited in Doyle, P

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Candidate Number: xxxxxxxx Chartered Postgraduate Diploma: Emerging Themes December Brief for March 2010 Board

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