"Nowadays people know the price of everything and the value of nothing." A Study of the Structural Changes in the Swedish Bookstore Industry

Sammanfattning: The purpose of this study is to understand how a growing share of e-commerce affects the Swedish bookstore industry. The focus lies on determining the changes in market structure and market conduct and the interrelatedness of the two constructs. Using a mixed methods approach, the evolution of bookstores is analyzed by combining industry data with in depth interviews. The results show that market concentration has increased. Chain stores perform better than independent stores, with the exception of independent niche stores, that can attract customers from larger geographical areas.