COMMERCE 4PA3 Lecture Notes - Lecture 5: Harlequin Enterprises, Target Market, Signify
27 Oct 2016
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Harlequin enterprises case hints: complete the 2x2 performance/health matrix, performance: 1977 is large profit increase compared to revenue. Can put book down and return to normal lives. Deliver consistent books easier to produce, distribute and market. Authors are good and editors are even better. When an author comes along with a manuscript, the editorial board analyzes it and if it is really good they dumb it down and if it is not good enough they make it better. Standardize books because do not want to create best sellers because want steady and predictable growth in volume. Largest publisher of romance novels in 1979. Sales and profits increased every year since 1970. Expected to be million sales and million profits in 1979. Produced in 9 languages and sold in more than 90 countries. Pace of change is quickening: produced first feature film in 1978, opened first retail store scholar"s choice .
