Question: 1. Was Borders trying to be all things to all people? Could it have honed in on more specific target markets? 2. What are the

1. Was Borders trying to be all things to all people? Could it have honed in on more specific target markets?

2. What are the ramifications for book readers, bookstores, publishers, and authors of a shift in market demand from physical books to e-books?

3. Do you think e-books will replace physical books entirely? Consider various types of books such as fiction, photo books, textbooks, childrens books, and others

4. Do you think Barnes & Noble can survive the intensifying competition from Amazon.com on both the e-reader and digital book fronts?

5. How could Borders, such a successful retailing pioneer, have lost its sus- tainable competitive advantage?

6. Why do you think Borders introduction of e-readers branded by other companies was not as successful as Amazon's Kindle, Barnes & Noble's Nook, or Apples iPad?

7. Seth Godin, marketing guru and business-book writer, claimed that what will be published in the future will have less to do with what bookstores carry and more to do with what readers tell each other about new books. Do you think this is true? What does this mean for the future of book publishers and booksellers?

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