CT18-4: The May 21,2010, edition of the wall street journal includes an article by Jeffrey Trachtenberg entitled E-books Rewrite Bookselling.

Instructions: Read the article and answer the following questions.

1. What aspect of Barnes and Nobles current structure puts it at risk if electronic books become a significant portion of book sales?
2. What was Barnes and Nobles primary competitive advantage in a paper book world? How has this advantage been eliminated by e-books?
3. What event do the authors say might eventually be viewed as the big turning point for e-books?
4. What amount does Barnes and Noble earn on a $25 hardcover book? How much would if likely earn b-book version of the same title? What implications does this have for Barnes and Noble versus its competitors?
5. What two mistakes does the author suggest that Barnes and Noble made that left it ill-prepared for an e-book environment?