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date: 03 December 2020

Abstract and Keywords

The emergence and wide acceptance of strategic theories in the years after 1945 helped transform the book publishing industry. Companies were able to craft strategies, and the structures needed to implement and execute strategies, to grow domestically and globally. This chapter outlines some of the individuals who played a substantive role in the development of strategies as well as some of the publishers able to use these strategies. But some authors argued that strategies alone will not always work since people and markets are not always predictable; they do not always follow the strategies developed by publishers. In the end, there is always room for managers to use their judgement when confronted with randomness or chaos in the marketplace.

Keywords: Strategy, publishing industry, strategic theories, impact of strategies on publishing, limits of strategies

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